AN award-winning community-led tourism project from Wigtownshire has been highlighted in VisitScotland’s new campaign.
All Roads Lead to Whithorn is now part of the national tourism organisation’s push, highlighting the role the visitor economy plays in creating jobs, transforming towns, supporting rural, enhancing wellbeing, and contributing to Scotland’s journey towards net zero.
Gordon Smith, VisitScotland’s director of destination development, said: “All Roads Lead to Whithorn are a perfect example of how the tourism and events industry brings benefits to Dumfries and Galloway. Not only have they created jobs and opportunities, but they are actively supporting their communities by delivering new experiences and preserving local history.
“A thriving visitor economy creates a ripple effect that touches every corner of Scotland’s economy. It is this cumulative impact which highlights why growing the visitor economy is so important. It is something that benefits us all
“We want to build appreciation for the industry but also support because understanding the visitor economy helps everyone make the most of its potential and, more importantly, reap its benefits.”
Formed in 2014, All Roads Lead to Whithorn has played a vital role in strengthening the local visitor economy by transforming Whithorn into a vibrant, welcoming destination rooted in community and heritage. Through partnerships with local attractions and businesses, the trust has created a coordinated tourism offering that encourages visitors to stay, explore, and support the area. From hosting standout events like the Beer and Cheese Festival to providing high-quality accommodation, curated walking guides, and produce in their community hub, the initiative has significantly boosted footfall and spending in the region.
Hazel Smith, chair of All Roads Lead to Whithorn Community Development Trust, added: “In a time when rural towns across Scotland face depopulation and economic uncertainty, the visitor economy is so important. Our project shows how the harnessing of heritage, place and community spirit can create a thriving economy which benefits not just our visitors but the people who live and work here.
“People want to switch off from modern life and reconnect in peaceful, beautiful places like ours. With our stunning beaches, walking routes, history and dark skies, Whithorn offers just that — a chance to immerse in something truly special.”
