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Visit Scotland | Alba
Article published 15/12/2023

Priorities for tourism in Fife

A press release from Welcome to Fife, the tourism brand for Fife Council, has launched a new strategy. It demonstrates the priorities for tourism in Fife over the next seven years.

The strategy, which was developed in consultation with local businesses and stakeholders, recognises that visitor trends have changed in a post-COVID world, with more emphasis now placed on sustainability, wellness and authentic experiences.

Fife priorities

Through the four priorities of the strategy – place, people, business and sustainability, the Welcome to Fife team will:

  • increase market awareness of Fife as a visitor destination
  • focus on target markets
  • encourage greater collaboration across the sector
  • facilitate digital transformation, sustainability ambitions and product development
  • support businesses to recruit new people into the industry

The overall aim is to ensure that there is a quality year-round tourism offering across Fife, with opportunities for visitors to experience the "real" Fife, and to "live life like a local" through authentic and unique experiences, in line with current customer expectations and trends.

Welcome to Fife Industry Leadership Group

Up until now, tourism in Fife has been governed by the Fife Tourism Partnership, with Welcome to Fife being the consumer facing brand.

As part of the new strategy this is changing, with all tourism activity coming under the Welcome to Fife banner, and the Partnership being renamed the Welcome to Fife Industry Leadership Group.

The Fife Tourism Partnership website has been rebranded as Welcome to Fife for industry. It continues to provide lots of useful information and toolkits to help and support businesses.

Read the full press release on the Welcome to Fife website

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