Millions of pounds and hundreds of new jobs have been attracted into the Falkirk area as a result of its growing role as a tourist hub.
Falkirk Council’s Executive meeting was told on Tuesday that the industry attracted £105.7 million into the local economy in 2015 – up by an amazing 45 per cent on the 2009 figure (£72.71 million).
During the same time, hundreds of jobs in the industry were created.
Official statistics show 1675 full time equivalent jobs were involved in the tourism sector in the Falkirk area in 2009. That rose in six years to 1920 equivalent jobs - a rise of more than 14 per cent.
A report by Director of Development Services Rhona Geisler said: “Tourism in the Falkirk area is continuing to grow and, as can be seen from the latest figures, it is becoming an increasingly important sector within the area’s economy.”
Members heard that tourism economic growth in just one year - from 2014 to 2015 - was the highest in mainland Scotland.
It is expected that 2016 figures will be available later this year.
The Council is working with partners to attract new money from VisitScotland’s Growth Fund to run a campaign to attract visitors from further afield, particularly northern England and Yorkshire.
Councillors also agreed, in principle, to set up a standalone Visit Falkirk organisation to make the most of its efforts to raise external money to boost tourism marketing.
Mrs Geisler said: “The Council and tourism partners in the Falkirk area are making an application to this fund to develop a series of video itineraries based on heritage, family fun, cycling, motion (focusing on previous film locations) and more. The development of the Falkirk Film itineraries will build on the growth of film tourism for visitors in the area. Film and resources for these itineraries will be hosted on www.visitfalkirk.com and shared through social media channels.”
Her report to councillors continued: “Given the Council’s budget pressures in this area there is a need to attract additional support to continue to raise awareness of the Falkirk area as a tourism destination.
“It is also important that tourism businesses within the Falkirk area are fully engaged with the activity being taken forward and as such the introduction of a formal partnership model to take this forward is required. The in-principle agreement of the Executive for this body’s formation will enable further details of this proposal to be developed.”
Many local attractions in the Falkirk has seen significant increases in visitor numbers in recent years. Local attractions also starred in a major TV advertising campaign in 2016, seen in the UK and abroad.
The Falkirk Wheel recorded 595,750 visitors in 2015 – the latest figures available – up from 414,386 in 2012.
There were also strong increases at Callendar House in Falkirk, the Bo’ness and Kinneil Railway and Blackness Castle – all featured in the TV series “Outlander”.
The Helix park recorded 952,506 visitors in 2014 – it’s first year of operation. While this dipped in 2015, the rainiest year in more than 100 years, the figure for that year was still an impressive 742,575 visitors – double the expected visitors to the park.
Councillor Adrian Mahoney, the Council’s tourism spokesperson, said: “We’re working hard to make the Falkirk area a great destination, offering world-class attractions, high quality experiences and great value for money.
“I’m delighted that more and more people are visiting the area, spending money in the local economy and creating jobs in the tourism sector.
“I hope the overall upward trend continues. Of course, we shouldn’t rest of on our laurels. There are lots we can still do to make things even better for locals and visitors alike.
“Hopefully we receive the external funding to make further pushes into the English market. I’m also pleased that we can work up plans to make VisitFalkirk – currently an informal arrangement of key partners and attractions – into a more formal body to drive tourism forward and attract new money.”
Successful bids to the VisitScotland Growth Fund are expected to be announced in March 2017.