Tourists are missing out on a wealth of hidden gems across the s outh of Scotland, including its stunning beaches and outdoor adventures, a new study has revealed.
A recent survey of more than 3,400 people across the UK found the South of Scotland has many of the attractions that draw crowds to such tourist hotspots as Cornwall and the Cotswolds – but that many people are simply unaware of what the region has to offer.
The research by Yonder found that a group called ‘metropolitan adventurers’, a target market worth £2.1 billion, are missing out on this untapped area's attractions.
Described in the research as an affluent group who prefer short, quick breaks to switch off from day-to-day life, it is believed metropolitan adventurers would love the outdoor activities, walking, culture, heritage, and spending time in nature on offer in the South of Scotland.
Activities and days out people can enjoy:
History lovers can absorb themselves in Drumlanrig Castle
- Thrill-seekers can explore its 7 Stanes mountain bike trails
Moat Brae in Dumfries, which was home for a time to Peter Pan writer JM Barrie, will appeal to those of all ages who love literature
Whisky aficionados shouldn’t miss the likes of Annandale, Bladnoch or Borders distilleries
While visitors can also take in the likes of the Borders Abbeys, Abbotsford, the Great Tapestry of Scotland and Loch Trool.
Ross McAuley, chief executive of the South of Scotland Destination Alliance (SSDA) who commissioned the study, said: “People who know the south of Scotland are well aware of its wealth of attractions, but our new research has shown that many holidaymakers, from day-trippers to tourists from across the globe, are missing out on its hidden gems.
“The area has some of the most stunning beaches and coastline in the world, fantastic food and drink, including seafood and locally produced whisky and gin, top-class mountain bike and running trails and cultural centres – to name just a few attractions.
"We believe the south of Scotland has everything, and more, that draws crowds to the likes of Cornwall, the Cotswolds, the Lake District and parts of the Scottish Highlands and Islands, but with the added advantage of the peace and quiet to take it all in.
"And while we work to draw visitors to our area, we also want to ensure we manage the growth of tourism to ensure it’s sustainable, of benefit to local communities and provides a real, and long-term, boost to the region’s economy.”
Three-quarters of respondents said they were likely to book a non-city UK holiday in the next two to five years, and Ross believes this means that popular rural destinations will get even busier, and the search will be on to find a peaceful area to holiday – such as the South of Scotland.
He added: “A concerted effort is needed to debunk the myths that leave some people with the misconception that to enjoy Scotland you need to head straight to Edinburgh or the Highlands.
"In the south, visitors can enjoy Scotland in microcosm, while avoiding the growing problem of over-tourism that faces some of the UK’s best-known beauty spots, such as Cornwall.
“We’ll continue our drive to tell holidaymakers about what is on offer across the Scottish Borders and Dumfries & Galloway and promote the message that ‘Scotland Starts Here’.”
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