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Paving the way for a new generation of visitors

Press Release   •   Aug 06, 2018 09:00 BST

A still from the new film

A brand new film has been created by VisitScotland to inspire young people to visit Ayrshire & Arran.

Take a Different Path, which is supported by a useful eBook, has been delivered by the national tourism organisation in partnership with North, South and East Ayrshire Councils, to showcase the diversity of the region and encourage visitors to explore the area for longer. It is hoped the video will particularly appeal to a younger audience and show them how intriguing and vibrant Ayrshire and Arran is as a place to visit.

The film, developed with the support of Whitespace, follows a young visitor as they explore a number of locations across the region, including the Machrie Moor Standing Stones, Culzean Castle & Country Park and the Scottish Dark Sky Observatory. Featuring the region’s hidden gems as well as popular attractions, the video looks to encourage visitors to experience all that Ayrshire and Arran has to offer.

This is the first time all three Ayrshire & Arran councils have worked with VisitScotland to produce this kind of content. It is hoped the assets will be shared and used by local industry to help promote the area as a whole.

The supporting eBook gives more detail about each of the filming locations, as well as some additional attractions, and provides useful links to visitscotland.com and business’ websites for further information. Using a simple design, it allows visitors to enjoy outstanding imagery of the attractions as well as learning more about them.

The project is particularly apt as Scotland celebrates the Year of Young People 2018. The latest of the Scottish Government’s series of themed years, it looks to inspire Scotland through its young people aged 8 to 26, celebrating their achievements, valuing their contributions to communities and creating new opportunities for them to shine locally, nationally and globally.

Gordon Smith, VisitScotland Regional Director, said: “This fantastic video and eBook are a great way to showcase the region to visitors, particularly young people. From Brodick Castle & Country Park to Ayr Racecourse, the Scottish Maritime Museum to Dumfries House, some of the best locations in the area, both well-known and rare, are highlighted by this exciting new content.

“It was also great to work with South, North and East Ayrshire Councils on this project. VisitScotland champions collaboration and spearheads digital innovation to promote local areas and ensure they experience the benefits tourism brings.”

Councillor Alex Gallagher, North Ayrshire Council’s Cabinet Member for Economy, said: "We are delighted to have worked with VisitScotland and our two neighbouring local authorities to produce this excellent video.

"The film highlights the beauty of Ayrshire, from our castles and parks to our scenic coastline and our beautiful islands of Arran and Cumbrae.

"I believe this project will encourage new visitors to the area to discover everything Ayrshire & Arran has to offer."

Councillor Brian McGinley, South Ayrshire Council’s Portfolio Holder for Enterprise, Tourism and Leisure, said: “The new film and eBook tell a colourful, vibrant and inviting story about the many fantastic visitor destinations we have here in Ayrshire and Arran – some of which will be known worldwide and others that are true hidden gems. As the birthplace of both Robert Burns and the Open Golf championship, it’s great to see these attractions showcased alongside arts and culture, castles and heritage, major events and, of course, our stunning coastline and seas. We thoroughly enjoyed working with our neighbouring Councils and VisitScotland to create these new products and I have no doubt they will attract more young people to visit the area – and I’m sure they will encourage older visitors too!”

Fiona Nicolson, Tourism Development Officer at East Ayrshire Council, said: “Ayrshire is such an accessible region to visit both for day trips from the central belt or longer stays from further afield. In these days where people are looking for new authentic experiences, there is an abundance to be discovered here in Ayrshire and working with VisitScotland allows us to spread that message far and wide.”

To view the video go to https://youtu.be/h7Bw5LbfPAY

To view the eBook go to https://ebooks.visitscotland.com/ayrshire-and-arran/

The full list of locations featured are as follows:

Kelburn Castle, Fairlie

Millport, Isle of Cumbrae

Dean Castle, Kilmarnock

Dumfries House, Cumnock

Scottish Dark Sky Observatory, near Dalmellington

Ailsa Craig

Culzean Castle & Country Park, Maybole

Ayr Beach

Robert Burns Birthplace Museum, Alloway

Ayr Racecourse

Rozelle House Estate, Ayr

Royal Troon

Scottish Maritime Musuem, Irvine

Brodick Castle & Country Park, Isle of Arran

Machrie Moor Standing Stones, Isle of Arran

ENDS

Notes to Editors

  • Follow us on twitter: @visitscotnews
  • VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.
  • The organisation’s core objective is to contribute to the Tourism 2020 Strategy ambition of growing tourism revenues by £1 billion by 2020.
  • This will be supported by five overarching strategies: Marketing, Events, Quality and Sustainability, Inclusive Tourism, International Engagement.
  • The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
  • Spending by tourists in Scotland generates around £12 billion of economic activity in the wider Scottish supply chain and contributes around £6 billion to Scottish GDP (in basic prices). This represents about 5% of total Scottish GDP
  • For VisitScotland’s press releases go to http://www.visitscotland.org/media_centre.aspx, tourism statistics and frequently asked questions go to http://www.visitscotland.org/
  • Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
  • For holiday information on Scotland go to www.visitscotland.com
  • For information about business tourism in Scotland go to www.conventionscotland.com

2018 Year of Young People

  • The Year of Young People (YoYP 2018) will inspire Scotland through its young people aged 8 to 26, celebrating their achievements, valuing their contributions to communities and creating new opportunities for them to shine locally, nationally and globally
  • Central to YoYP 2018 will be a celebratory events programme that puts young people at the heart of its development and delivery, creating new and valuable experiences for young Scots and the wider public, with links to the inaugural 2018 European Championships.
  • Over 200 young people throughout Scotland are currently being recruited to become YoYP 2018 Ambassadors. Ambassadors will ensure that people and organisations in their communities know about what’s happening and will lead on projects and activities to create events and opportunities to celebrate young people.
  • The Year of Young People will have six themes which were developed in co-production with young people themselves:
  • Participation – looking at how young people can influence public services and decisions which affect their lives
  • Education – creating a stronger role for young people in shaping their learning
  • Health and Wellbeing – supporting young people to lead healthier, active lives and have opportunities to learn about and improve their mental health and resilience
  • Equality and Discrimination – broadcasting the value of young Scots, challenging negative perceptions of young people, and supporting young people to take leading roles in challenging discrimination in all its forms.
  • Enterprise and regeneration – celebrating young people’s role in innovation, entrepreneurship and the Scottish economy as well as making Scotland a greener and more pleasant place to live
  • Culture – celebrating young people’s talent and contribution to Scottish culture and arts.
  • Further information on what’s happening and how people can get involved can be found on the new website www.yoyp2018.scot or @YOYP2018 on Twitter.