On the trail to success

NEW data has revealed two in five visitors were inspired to visit sites on Scotland’s UNESCO trial, including the Galloway and Southern Ayrshire Biosphere. Visit Scotland published their evaluation of trail this week and have found that since its launch in 2021 the trail has raised Scotland’s profile as a holiday destination but also as a ‘global leader’ in promoting UNESCO values and responsible, sustainable tourism practices. The evaluation states that around one in 12, around eight per cent, of domestic visitors typically visit a UNESCO site while taking a holiday or short break in Scotland. This increases to around one in six (16 per cent) for short-haul visitors and one in four (28 per cent) for long-haul. Additionally between 31 per cent and 46 per cent of visitors stated the trail was an important factor in their decision to visit a UNESCO site. The trail was most important for visitors to the Antonine Wall and New Lanark, followed by Shetland, Orkney, the Galloway and Southern Ayrshire Biosphere and Old and New Towns of Edinburgh. Reacting to the evaluation’s findings, Ed Forrest, director of Galloway and Southern Ayrshire UNESCO Biosphere, said: “We are proud and delighted that visitors recognise Scotland’s UNESCO Trail as both unique and inspiring. Not only does the Trail showcase a world class tourism offer across the whole of the country, it is a foundation on which we can continue to build sustainability within our UNESCO Biosphere’s visitor economy, encouraging responsible behaviour alongside immersive learning about natural and cultural heritage. “Scotland’s UNESCO Trail is something we will continue to build on. For all the designations it encompasses our shared ethos of innovation and collaboration towards the UN’s Sustainable Development Goals. It’s a fantastic platform for our region’s amazing visitor offering, especially our Biosphere Communities and tourism businesses accredited through our Biosphere Certification Mark scheme. “The future for the UNESCO Trail and for low carbon, nature-friendly tourism across Scotland looks very exciting indeed.”