Activity to support tourism in Ayrshire & Arran from January - March 2023
In this update:
UCI Cycling World Championships
Blogs and regional consumer PR
Scottish Thistle Awards - The winners
Article published 19/05/2023
Introduction
Welcome to our latest regional update of the year where we look back at our key activity for the first quarter of 2023 between January and March. Recently I've stepped into the role of Regional Director, in which i'll work with stakeholders and partners across the region and to support the growth of the visitor economy.
It has been almost 20 years since I began my career in tourism and hospitality and as I start in this new role with VisitScotland, I am excited to work with and support the community and tourism industry as we move forward towards recovery.
It was fantastic to be able to celebrate the hard work, passion and commitment within tourism and events at the National Final of the Scottish Thistle Awards in February. And with the countdown to the UCI Cycling World Championships taking place this summer firmly on, we launched a cycling industry toolkit to help support businesses to make the most of the opportunity and further develop Scottish cycling tourism.
There’s been lots going on, so take a look at our round up of some activity in Ayrshire & Arran in recent months.
Lynsey Eckford, Regional Director
Corporate press activity
Some of the highlights from our Corporate PR team includes:
- We supported the Ayrshire & Arran Tourism Conference at the Carlton Hotel Prestwick, issuing a press release and hosting a photocall for partners
- Regional press releases were sent to media highlighting the businesses and individual winners at the Scottish Thistle Awards National Final, the highest accolade in the Scottish hospitality, tourism and events sector
- The team promoted VisitScotland Connect 2023, our new workshop-style travel trade event, at the P&J Live in Aberdeen on 19 and 20 April 2023
- We highlighted four Scottish racecourses that retained their status as excellent venues, including Ayr Racecourse as a 5 Star visitor attraction rating, part of our Quality Assured Scheme
Businesses attend their appointments at VisitScotland Connect 2023
Global PR update
Glenapp Castle was featured in the Sunday Express and the Sunday Mirror in stories themed around stargazing.
Arran was included in a recent article in The Sunday Post which promoted islands as a destination.
The Isle of Arran and Isle of Cumbrae were included in a media pack we put together on Scotland’s Islands in spring that the team issued to French and German media in March. Coverage is pending.
The Isle of Arran & Ardrossan were included in a sailing feature in the German sailing magazine - Yacht.de.
The North America PR Team supported a press trip opportunity to Troon for Travel + Leisure – the feature is due to run online in spring. It will cover Troon as a destination as well as things to see and do in the surrounding area including visits to the Robert Burns Birthplace Museum and local walks.
Australia
Arran was featured by Ocean Magazine and e-global travel media on the back of the teams work to promote Scotland’s islands in spring.
2023 UCI Cycling World Championships toolkit
The 2023 UCI Cycling World Championships come to Glasgow and venues across Scotland in August this year.
It will be the single biggest cycling event in history, bringing together for the first time 13 existing UCI World Championships into one mega event. Partners and tourism businesses are encouraged to help promote both the event as well as celebrate the #PowerOfTheBike
Download the cycling toolkit
Riders at the UCI Cycling Worlds speed round the indoor track
Watch the 2023 UCI Cycling World Championship promo film
Key social media stats (January - March)
1.02 million
Number of times Ayrshire & Arran specific content reached people on their social channels
46, 200
Number of reactions, likes, comments, shares and saves of Ayrshire & Arran posts
193, 900
Top performing post by reach was on Instagram and was an image of Nardini’s Café in Largs
Ayrshire & Arran blogs on visitscotland.com
Blogs are a way to reach potential visitors to Ayrshire & Arran through targeted written content. Blogs are one way in which we can really focus on specific topics that we know, from our research, that our visitors are searching for, or interested in.
You can share our blogs which are available on visitscotland.com, some blogs which feature Ayrshire & Arran:
- 6 amazing Scottish island holiday ideas for spring
- 35 things to do this Easter with the family
- 6 types of touring trips in Scotland without a car
- 9 Scottish islands to visit for the day
Some other new content we've written and published in the last three months:
- Top sporting events in Scotland featuring Ultra Tour of Arran, Trust Women’s Scottish Open and Dundonald Links
- How to enjoy a local community experience in Scotland featuring Auchrannie Resort
- 15 stunning golf hotels in Scotland featuring Marine Toon and The Gailes
Kelburn Castle Estate
Scottish Thistle Awards
Businesses and individuals working within the tourism and events industry received recognition at Scotland’s premier tourism and events awards in January. Congratulations to the finalists and winners including Auchrannie Resort on the Isle of Arran, winner of the Best Hotel Experience (over 20 rooms) Award.
A total of 17 businesses and individuals were honoured at the Scottish Thistle Awards National Final, the highest accolade in the Scottish hospitality, tourism and events sector.
Find out more about the Scottish Thistle Awards
Auchrannie Resort on the Isle of Arran, winner of the Best Hotel Experience (over 20 rooms) Award, sponsored by Fishers
Ayrshire & Arran tourism conference
Businesses and tourism representatives from across Ayrshire & Arran came together for the Ayrshire & Arran Tourism Conference at the Carlton Hotel Prestwick in March.
The event was hosted by the Ayrshire & Arran Destination Alliance and we supported the event alongside the RAD Hotel Group and Scottish Enterprise.
Delegates heard about the ambition to deliver responsible growth, creating jobs, sustaining communities and contributing significantly to the economy.
The newly developed Ayrshire & Our Islands Visitor Economy Strategy was also unveiled at the conference.
Read the full story
Delegates and speakers attending the Ayrshire & Arran tourism conference