Council celebrates one per cent growth in tourism

Mar 5 2010 by David Wynn, Kilmarnock Standard

TOURISM revenue in East Ayrshire grew by one per cent last year – an increase hailed as an ‘outstanding success’ by East Ayrshire Council.

The modest improvement follows the launch in 2009 of the East Ayrshire Tourism Strategy and Action Plan.

Despite the underwhelming increase in revenue, those involved with the action plan insist it is a step in the right direction towards longer-term targets.

The news comes in a hyped-up press release issued during Scottish Tourism Week – and the results relate to Homecoming Year when visitor initiatives were promoted more than ever.

EAC states that independent research shows that from a baseline of £55.75 million in 2007, tourism revenue in the area grew to around £60.57m in 2008 and initial reports suggest this is likely to be followed by a further one per cent growth once full year figures for 2009 are published.

Councillor Jim Buchanan, spokesman for environment and regeneration, said: “Tourism is a vital component of our economy and it is encouraging to see the results of our increased strategic focus in this area. Looking at the figures I have no doubt that our strategic direction is correct and beginning to make a real difference.

“With public and private partners working together to improve the tourism offer and promote the area I am sure that local businesses and communities will continue to reap the benefits in the long term.”

The Tourism Action Plan was developed in 2008 and officially launched in 2009.

Its aim is to “...set out a vision for the way ahead for developing the contribution of the tourism sector to the local economy by supporting the development of tourism businesses and developing linkages between tourism businesses in the private sector and attractions and facilities operated by the public sector”.

Natalie Howson, sales manager at Kilmarnock’s Park Hotel, said: “There are so many destinations competing for visitors in the current market that we can only succeed in growing tourism if we work together.

“The strategic approach adopted by the council over the past couple of years has helped to draw businesses together, promote the area and further develop our visitor offer.”

Councillor Bobby McDill added: “Although the figures represent quite modest growth on our baseline, it is important to view this in context.

“Tourism revenue fell in this area over a five year period prior to 2007. We have worked hard along with our partners to redress this by developing an approach which capitalises on our strengths.”

A council press release adds: “Following the outstanding success of East Ayrshire’s strategic approach to tourism, plans are already underway to capitalise on this by increasing the marketing of the area and hosting a variety of events for tourism businesses to encourage collaboration and cross-selling over the next few months.”