Scotland campaign eyes active holiday market

Wednesday, 30 Dec, 2010 0

Scotland is to kick off a £400,000 year-long campaign to establish it as an active travel destination on January 1 with a fun run down Edinburgh’s Royal Mile.

The run will start as Edinburgh Castle’s one o’clock gun is fired and events will continue until Hogmanay 2011.

While the Scottish government is stumping up £250,000 to support the initiative, VisitScotland will launch a £150,000 Active Scotland growth fund to support destination management organizations and businesses across the adventure travel sector.

Scottish tourism minister Jim Mather said: “Our diverse and beautiful landscape makes Scotland a fantastic destination to be active, whether you are visiting or you live here – and spotlighting this incredible selling point makes perfect economic sense.

“Through our focus in 2011 on Active Scotland, the tourism industry will work together to promote the vast range of activities Scotland has to offer.

"From gentle coastal walks to long-distance treks through challenging terrain; open canoeing on a tranquil loch to the thrill of white-water rafting down a fast flowing river; the fun of a family bike ride to the rush of mountain biking through forests – Active Scotland has something to offer those of all ages and abilities."

by Dinah Hatch