PICTURES: 'Slow down, explore and make memories' – Easter Ross Peninsula makes its pitch to visitors as sustainable tourism initiative is launched in Balintore by Tain and District Development Trust
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THE launch of a brand new Ross-shire visitor destination this week marks a major milestone in a community effort that aims to encourage people off the beaten track.
Although benefitting from proximity to the North Coast 500, the key message from the Easter Ross Peninsula is: "Slow down, escape to somewhere wonderful and make memories."
At the official launch event in the Seaboard Centre in Balintore this week, Rachel Cunningham,
marketing officer at Tain and District Development Trust (TDDT), said the Easter Ross Peninsula had unique and contrasting qualities that deserved to be explored and enjoyed at a slower pace.
She said: “We want to promote the getting off- the-beaten-track, slowing down message while encouraging responsible visitors. Whether it’s digging into the area’s rich past, walking along miles of sandy beaches, enjoying a meal or meandering through historic towns and villages, our communities want to share where they live; their history, heritage, hospitality and culture, creating sustainable tourism for the area for years to come.”
The initiative is supported by VisitScotland, Highland Tourism CIC and local community councils and as well as Highland Council.
It decided last May to ‘soft launch’ the tourism destination through a new website and social media channels.
Ms Cunningham said: "This slow release of the new destination was primarily aimed to introduce the Easter Ross Peninsula brand to both our communities and visitors but also we were in the middle of a pandemic. We knew visitors were already here or had plans to come.
"We wanted them to make the most of their time here, but we also needed a way to communicate about being responsible too. The most important part of officially launching, as a new destination, was to make sure our local communities were ready.”
The development of the peninsula as a visitor destination has its roots in 2018 when the Trust, during a local consultation, was told it was important for the area to increase visitor numbers to boost social, economic and environmental growth.
To help put it on the tourism map, the area needed a name and identity, both chosen by community vote.
With support from Zero, Glenmorangie’s creative marketing agency, the Easter Ross Peninsula brand was brought to life.
Sarah Mackenzie, director of TDDT, said: “The trust’s vision and mission is to promote the Peninsula as a unique tourist destination. It’s all about maximising our local assets – the people, places, services and businesses – bringing them together to boost the local economy, encouraging local investment, developing training and youth employment opportunities and creating a long-lasting legacy for this area.”
Caitlin McLeod, VisitScotland regional development executive hailed "a huge opportunity" to promote "this unique part of the Highlands". She said: "The new brand will help encourage visitors to slow down and take their time to explore the region more widely. It has been a pleasure to work with Tain and District Development Trust, local businesses and the community on this initiative and I look forward to continuing to support the sustainable recovery of tourism in the region.”
The group has a website at www.easterrosspeninsula.com and new promotional videos, produced by Scott Remy at Scene-It Media, wll be launched across social media in March.
TDDT plans a number of public consultations in coming weeks to gauge local feelings on priorities. These will be at:
8 March – Tarbat Golf Club, Portmahomack, 7 – 8.30 pm
9 March – Duthac Centre, Tain, 7 – 8.30pm
15 March – The Seaboard Centre, Balintore 7 – 8.30pm
16 March, The Mercat Centre, Milton 7 – 8.30pm
Mr Cunningham said: "The pandemic has taught us that priorities have changed for everybody; individuals, families, and businesses alike. To allow us to continue to work with our community and to best support you, we would like to know where your priorities lie.
"Prior to attending the consultation, we would be grateful if you took a few minutes to complete this short survey here. https://www.surveymonkey.co.uk/r/9SRKTJP
