Fort William’s new look launched following Easter success
Fort William’s re-branded ‘VisitScotland Information Centre’ has been officially launched by the national tourism organisation’s Chief Executive, Philip Riddle and Convener of The Highland Council, Sandy Park.
The flagship centre, with a new interior design and improved layout and zoning based on detailed consumer research, welcomed over 2,600 visitors between Good Friday and Easter Sunday - up by nearly 5% compared to last year as more people invest in value for money ‘staycations’ rather than holidaying abroad as a result of the current economic climate.
Since opening last month, staff have enjoyed hearing positive feedback about the transformation. Anecdotally, particular highlights for the first visitors have been the open, de-cluttered layout and the warm, comfortable atmosphere on the upper level. It is the first Information Centre of its kind to receive the re-branding treatment which will be rolled out across the VisitScotland network over time.
VisitScotland’s Chief Executive, Philip Riddle, commented: “It is fantastic to see Fort William’s information provision revitalised by our new corporate branding and style. It is also particularly encouraging that Fort William benefited from the busy Easter period, allowing us to showcase our flagship site to many.
“With technology an ever present element of day-to-day life, and particularly in relation to how we retrieve travel information, Fort William has seen investment into technology, reflecting findings from visitor research, including internet access and plasma televisions with moving footage.
“I am confident this development will inspire both visitors and locals to explore what the area, and indeed Scotland, has to offer, bolstering the overall visitor experience.”
VisitScotland’s network of Information Centres throughout Scotland welcomes approximately 5.5 million visitors each year; Fort William being the third busiest after Edinburgh and Glasgow. Footfall is expected to increase further following the recent rejuvenation.
Councillor Park, added: “Fort William is an important gateway to the Highlands so I am delighted that visitors will receive a first class and welcoming service. The more people travel, the more their aspirations rise so this investment by VisitScotland is a big step forward in meeting the needs of travellers.
“2009 is the year of Homecoming and professionally run and accessible Information Centres will have a vital role in helping people make the most of their holiday.”
Minister for Tourism, Jim Mather, said: “This new, innovative VisitScotland Information Centre marks the next step in Fort William’s growth as a must-see, must-return destination. I look forward to it exceeding the expectations of both visitors and locals, and having an impact on the local economy.
“With so much to see and do in Fort William and further a field, I hope this fantastic Information Centre inspires people to explore what our great country has to offer.”
During the official launch, VisitScotland issued goody bags to visitors which contained a selection of quality Scottish produce, including - Shearer votive candles, thistles from Meadowcraft Flowers and Mey Selections’ shortbread.
The refurbishment has also been viewed as a great opportunity for local businesses to market themselves in a professional and targeted manner to thousands of consumers in the area - during the 2008/09 period Fort William’s Information Centre attracted nearly 250,000 visitors which VisitScotland hopes to increase as a direct result of this significant investment. There are multiple marketing opportunities for sale to suit a variety of business types and sizes.
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