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Tourism strategy

A visitor economy that is thriving and well managed in Ayrshire and our islands is in everyone’s interest.

Prior to the coronavirus (COVID-19) pandemic, in 2019 visitors spent more than £600 million in our region and accounted for nearly three million overnight stays. In 2018 the tourism sector across the region employed 13,000 people and accounted for £258.5 million gross value added (source VisitScotland, 2019).

The Ayrshire and our Islands Visitor Economy Strategy 2023 (PDF 6.26Mb) sets out the strategic vision we have for tourism in our region.

Working at a regional level with public and private partners, the Ayrshire Visitor Economy Leadership group sets out its vision for a thriving, inclusive visitor economy across Ayrshire that delivers:

  • transformation experiences for visitors
  • builds prosperity for our communities and
  • nurtures the natural environment

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