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A new marketing campaign promoting Ayrshire’s food and drink culture is being developed as part of Scotland’s tourism recovery plan to promote sustainable ‘staycations’.

The Ayrshire Food Journey Campaign is launched after Ayrshire Food & Drink became one of 73 recipients of the £3m Destination and Sector Marketing Fund, delivered by VisitScotland on behalf of the Scottish Government.

The scheme will promote the food, drink, culture and heritage of the region through a combination of editorial features, social media activity, video and food-themed tours running until the end of March.

Ayrshire Chamber of Commerce Chief Executive Val Russell said: ““Ayrshire is the rich, fertile farmland that feeds Scotland – renowned for tatties, dairy, freshly caught seafood and growing in offering gin, whisky and artisan drinks.

“This campaign promotes the unique heritage and culture of Ayrshire through its food and drink. Through food and drink we will tell the rich story of local produce, and encourage people to seek out authentic Ayrshire experiences helping to increase visitor numbers, dwell time and spend.”

The Destination and Sector Marketing Fund was launched in June last year and successful applicants needed to ensure that responsible tourism principals were at the heart of their proposed marketing campaigns, reflecting the importance of working with communities to rebuild local visitor economies and a sustainable recovery.

VisitScotland Regional Director Gordon Smith added: “This exciting campaign will help showcase the fantastic food and drink experiences on offer in Ayrshire, inspiring new and repeat visitors.

“The Destination and Sector Marketing Fund was created to boost the sustainable recovery of Scottish tourism, helping to reach new audiences within the domestic market.”