Eating out is a key element of any trip and with 22% of total tourist spend in Scotland coming from food and drink activities, it is also hugely important from an economic perspective.

Given its importance, VisitScotland has been working on a number of initiatives so that food and drink is recognised by visitors as a distinctive and entirely positive part of the Scottish tourism experience.

We have designed a promotion, Appetite for Ayrshire, focussing the wealth of high quality local produce and rich and diverse dining scene. Since a key consideration for Appetite for Ayrshire is to generate additional business in the traditionally quiet off peak season, we will be running the promotion from 1 - 30 April 2008. There are two strands to the promotion, the regional gourmet showcase and Dine Around .


The regional gourmet showcase is all about participating restaurants demonstrating their flair and commitment to local produce through events such as food and wine pairings, local produce themed menus, master classes or gourmet tasting menus.


Dine Around has been a highly successful promotion in other areas of the country (Glasgow, Edinburgh, Highlands, Borders). Restaurants put together a £15 fixed-price dining offer (2 or 3-courses), for a meal that would normally be sold between £20-£25. This offers added value and an incentive to the consumer to dine out at a traditionally quiet period.

This VisitScotland marketing campaign will include development of a website, the production and distribution of 100,000 promotional leaflets throughout Ayrshire and the south side of Glasgow as well as in Tourist Information Centres and participating businesses.

We will also integrate the promotion of Appetite for Ayrshire into existing VisitScotland communications channels including a number of mailings, websites and electronic newsletters. PR will be a strong focus and our Consumer PR and Corporate Communications teams will promote Appetite for Ayrshire through the media.

Please contact our Industry Engagement Team

Annique Armstrong 01292 673755 annique.armstrong@visitscotland.com,

Irene Noble 01292 673749 irene.noble@visitscotland.com,

or Sarah Alexander 01292 673751 sarah.alexander@visitscotland.com if you have any questions about this initiative.