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Article published 19/06/2024

Hear from our Destination Development Director - Caroline Warburton

First opening in 1854, the Leven Railway helped to establish the resort as a tourist hotspot with visitors from the west of Scotland.

Almost 200 years later, the local community turned out in celebration of the reopening of the new railway line at Levenmouth earlier this month (2 June).  

I was delighted to attend such a significant occasion and fly the flag for Fife, as the Destination Development Director at VisitScotland, having seen the hard work of many people to reach this historic day.

A person standing beside a train carriage

Caroline Warburton at the Levenmouth Rail Link branded train at Leven station. 

Attracting growth and inward investment

The reopened line – which connects Leven and Cameron Bridge to the Fife Circle - provides revived connectivity for the community.

It will not only serve the people who live in and around the area but will act as a catalyst for tourism in this coastal town. The line creates opportunities in terms of social benefits and attracting growth and inward investment.  

Our involvement in this journey through the Levenmouth Reconnected Programme and working closely with the Welcome to Fife team at Fife Council has created an opportunity to shine a spotlight on Levenmouth, a picturesque seaside town on the east coast of Fife.

Two peiple standing indoor holding a large rail ticket

Caroline Warburton with Phil Clarke, Programme Manager of the Levenmouth Reconnected Programme. 

Building momentum

To build excitement and mark the reopening, the Welcome to Fife team created a new campaign to showcase the family-friendly, active, cultural and nostalgic trip or holiday visitors can have in Levenmouth. 

Its “Make Memories by the Sea” marketing campaign included videos and images featuring experiences throughout the area. 

The team at Welcome to Fife have also created a campaign toolkit to help your business get involved. The toolkit provides text, videos and images to help encourage our visitors to #LoveLevenmouth and "make memories by the sea". 

Check out the toolkit on the Welcome to Fife website.

Marketing Levenmouth

At VisitScotland, we've been able to help amplify this campaign which aligns well with our aim to position Scotland as an inclusive all-year round destination, that promotes enriching personal experiences. 

Our regional team has been working with national partners, local stakeholders, the local tourism group and businesses in Levenmouth to play our part. From offering strategic guidance at the programme development stage to business advice and support in product and destination development. 

 

To support this milestone, our Consumer PR team has been pitching the reopening to media, and were able to arrange for travel writer Robin McKelvie to take the first passenger train to Levenmouth as part of a press trip.  

We've promoted the area through our Instagram reels and stories, email marketing programme and our global website visitscotland.com, with more plans down the line.  

The reopening has provided an excellent opportunity to shine a light on the area and there are more tourism opportunities still to be realised in the next few years.

We will be there to support so that we can encourage visitors - new and returning – to have Levenmouth on their holiday map. 

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