A major new campaign designed to showcase Renfrewshire’s attractions, culture and visitor experiences has been launched with backing from local councillors and tourism leaders.
The two-year Discover Renfrewshire campaign aims to promote everything the area has to offer to both local residents and visitors from across the wider region, building on more than a decade of investment and growth.
Renfrewshire Council has committed £480,000 over the next two years to support the campaign, alongside enhanced funding for its major events programme.
Council Leader Councillor Iain Nicolson said the initiative marks an important new chapter for the area.
He said: “Discover Renfrewshire marks an exciting next chapter for the area.
“We’ve listened to our industry and community partners, who have told us they want a collaborative Renfrewshire-wide approach that brings together the strengths of all our towns and villages under one shared story everyone can tell.
“By working closely together, we’re creating a campaign also owned by our local industry and partners – promoting and supporting all the great attractions, experiences and events on our own doorstep to our communities as well as help attract more visitors to the area.”
The campaign comes as Renfrewshire continues to invest heavily in its cultural offering, including more than £100 million invested in cultural venues, with the highly anticipated reopening of Paisley Museum due later this year.
Councillor Nicolson added: “Despite the difficult financial climate, we have remained committed to investment in our area’s culture and events and understand the value connecting people through shared experiences can bring.
“Whether you’re looking to entertain the kids during the summer holidays or looking for a great day out a bit further from home, Renfrewshire is a great place to live and to visit and has so much to offer.”
The campaign has also received support from the Renfrewshire Tourism Leadership Group, which has been working alongside the council on the initiative.
Professor Sandro Carnicelli, Chair of the Renfrewshire Tourism Leadership Group, said: “Discover Renfrewshire is a really positive step for the area and for everyone working in the visitor economy.
“Bringing together the full Renfrewshire offer under one campaign gives us a much stronger platform to engage residents, attract visitors, showcase what we have here and encourage people to stay longer and explore more.”
VisitScotland has also welcomed the move, highlighting the opportunities it presents to strengthen Renfrewshire’s profile as a visitor destination.
Lynne Cooper, Regional Director at VisitScotland, said: “Discover Renfrewshire is a bold, collaborative move, that will bring the area’s wonderfully rich history and culture to life for visitors.
“The marketing campaign aligns well with our own work with partners in the region, supporting local businesses to strengthen their offering for tour operators to help reach new markets, alongside promoting key developments such as the reopening of Paisley Museum.
“All of this will strengthen Renfrewshire’s reputation and profile as a visitor destination and help grow the value of the visitor economy in the region.”
Further engagement with local tourism businesses will take place throughout the summer as the campaign develops. The council says the aim is to create a shared narrative that highlights attractions, events and experiences across all parts of Renfrewshire.
Headline photo: Representatives from Renfrewshire Council and the Renfrewshire Tourism Leadership Group gather at Castle Semple Loch to support the launch of the new Discover Renfrewshire campaign
Photo Credit: Renfrewshire Council