Social tourism is gaining traction in Scotland

Fiona Hyslop, Cabinet Secretary for Culture, Tourism and External Affairs meets with families and business partners involved in the VisitScotland ‘ScotSpirit’ breaks initiative at the Glasgow Science Centre.

Over the past seven years the Family Holiday Association has been actively engaging with organisations in Scotland to promote the benefits of social tourism. There have been roundtable discussions in Edinburgh and Glasgow, debates in the Scottish Parliament, discussions with politicians from the main political parties and joint projects with charities across the country.

Now seventy families facing some of the toughest challenges life can bring will be able to enjoy a day out thanks to a new partnership between VisitScotland, the Family Holiday Association and Scotland’s tourism industry.

The pilot programme was launched at the Glasgow Science Centre by the Cabinet Secretary Fiona Hyslop who recognised the need for everyone to be able to have a holiday particularly people living in difficult circumstances .  I was particularly delighted to be able to meet and thank  Stewart Lorimer, Hilton Worldwide’s General Manager and Jannine Russell from Scotrail for their companies’ generous support and Lee Anthony of One Parent Families Scotland one of the partner organisations.

After an appeal by VisitScotland to visitor attractions, transport companies and other public bodies, over 300 people from disadvantaged backgrounds —including 200 children — will receive a much-needed break this October. Families from the West of Scotland will be among the first in Scotland to take part in the initiative.

This follows the ‘ScotSpirit Breaks’ initiative, which was launched in February as part of the VisitScotland’s ScotSpirit campaign – a global movement built on extensive research which shows that people think Scotland has a unique spirit, whether it’s the magic of the landscapes or the warmth of the people.

1602iPhone 008aaaaaEven First Minister Nicola Sturgeon got involved when she heard of the social tourism element of the #ScotSpirit campaign when she attended its launch at Edinburgh Castle in February.

VisitScotland began working with the Family Holiday Association and the tourism industry to create opportunities for struggling families in Scotland, many of whom will never have had a family holiday, to see more of their country. The project allowed nearly 100 families from across Scotland to participate in a short break.

The huge success of those ‘ScotSpirit Breaks’ has now led to this new initiative, which will provide a regional case study based in Glasgow and surrounding regions. The learnings from the pilot will help shape how VisitScotland supports the tourism industry to promote inclusivity and help more people enjoy the benefits of a much needed break in Scotland.

Part of the original Spirit of Scotland campaign, ‘ScotSpirit Breaks’ saw over 350 people from disadvantaged backgrounds enjoy a break this summer thanks to the spirit of generosity shown by accommodation providers, attractions and transport companies.

Over half (58%) of the families involved had never had a break together before and none had been able to take a break in the last two years. 94% were able to cope better as a result of the short break, and 100% were able to create happy memories together. Research shows that spending quality time together as a family away from home offers welcome respite from daily hardships, a new sense of optimism and hope for the future. There is evidence that breaks can result in stronger, healthier and happier families and communities.

Rooms, activities and travel for the ‘ScotSpirit Breaks’ were donated to the families by 24 tourism businesses and partners across Scotland, with breaks taking place in Aberdeen, Aviemore, Dunblane, Edinburgh, Glasgow, Oban, and Stirling. Both initiatives are truly collaborative projects aimed at making Scotland a more inclusive, welcoming destination.

The Family Holiday Association worked with a network of professionals including teachers, social workers and support workers who referred families for a break. All families have at least one child under the age of 18, are living on a low income and have not had a break in at least two years. The Family Holiday Association will also oversee the distribution of the Glasgow pilot day trips.

Fiona Hyslop, Cabinet Secretary for Culture, Tourism and External Affairs yesterday (Wednesday 28 September) announced The Glasgow Regional Pilot and the success of the ‘ScotSpirit Breaks’ initiative at the Glasgow Science Centre where she met representatives of the families who have benefitted from the ScotSpirit breaks and project partner the Family Holiday Association.

Fiona Hyslop MSP said:

“The Scottish Government recognises the need for everyone to be able to have a holiday by improving access to breaks for those in difficult circumstances. The Glasgow pilot will offer much-needed breaks to vulnerable and disadvantaged families. We know that spending time together as a family can help build stronger, healthier and happier relationships.

“Over 350 people across the country have also benefitted from ScotSpirit breaks and I want to extend my sincere thanks to the accommodation providers, visitor attractions and transport companies for the generosity they’ve shown. The partnership, between Visit Scotland and The Family Holiday Association, has allowed even more families the chance to explore some of Scotland’s most iconic and picturesque attractions.”

Malcolm Roughead, Chief Executive of VisitScotland, said:

“As the national tourism organisation, it is our role to ensure Scotland is an inclusive, welcoming destination for all. With one in three people unable to take a holiday in Scotland due to economic, social or health concerns, many are missing out on the significant benefits a short break can bring.

“Following the success of our ‘ScotSpirit Breaks’ initiative, we want to raise the profile and importance of social tourism even more through our pilot in Glasgow this October.

“The Family Holiday Association, alongside many other charities throughout the UK, does an incredible job making holiday dreams become a reality, and we would like to take this opportunity to thank it and the tourism businesses which have donated accommodation, transport and activities to both the ‘ScotSpirit Breaks’ and our Glasgow pilot. It is that generosity of spirit that makes Scotland what it is today.”

John McDonald, Director of the Family Holiday Association, said:

The Family Holiday Association is delighted to be working with VisitScotland on the Spirit of Scotland campaign. Over the years we’ve helped thousands of struggling Scottish families to benefit from a short break or day out to experience more of the ScotSpirit for themselves. This campaign is a fantastic opportunity to work with VisitScotland and its partners to help even more Scottish families in 2016.

“We see ScotSpirit every day in the families we help, families who are struggling with some of the toughest challenges life can bring but are able to create memories that will last a lifetime, strengthening family bonds along the way.”

Florence O’Hale, who was visiting Glasgow Science Centre following a ‘ScotSpirit’ weekend break with her 3-year-old daughter said:

Christmas came early for us and Santa visited in the form of a holiday offer! This was everything I ever imagined for my first holiday with my daughter and then some more. To say it was amazing would be an understatement.”














Fiona Hyslop and Demi MacLean (13) at the Glasgow Science Centre to celebrate the VisitScotland ‘ScotSpirit breaks’ initiative.

The Glasgow Regional Pilot day trips are open to families in the Glasgow City local authority area who are living on low income, won’t be having a holiday this year and will be unlikely to have a day out.

Businesses that have donated to The Glasgow Regional Pilot include: Glasgow Science Centre, ScotRail Abellio, City Link, SPT, Cal Mac, Rabbies Tours, Glasgow Life, Falkirk Wheel, Helix Park and Kelpies, Walter Scott Steamship, Bannockburn, Loch Lomond Sea Life Centre (Merlin), Mount Stuart, Vikingar, Robertson Museum and Aquarium, Largs Putting Green, The Bean & Leaf, Sugar & Spice, National Trust for Scotland, and Historic Environment Scotland.

Businesses that supported ‘ScotSpirit Breaks’ include: Hilton Hotels, Scottish Youth Hostel Association, Ibis, Mercure and Novotel, Macdonald Hotels, Historic Environment Scotland, National Trust for Scotland, Scotrail Abellio, Camera Obscura and World of Illusions, City Sightseeing Bus Tours, Blair Drummond Safari Park, Glasgow Science Centre, Edinburgh Bus Tours, Natural Retreats, Helix Park and Kelpies, Aberdeen Science Centre, Wilderness Scotland, Dynamic Earth, The Real Mary Kings Close, Jacobite Cruises, Macduff Aquarium, Loch Morlich Watersports and Treetops Aviemore, Cal Mac, and the Association of Scottish Visitor Attractions.

Social tourism enables those who can’t take a break – because of economic, health or social challenges – to experience the magic that a short break or day trip in Scotland can bring. VisitScotland wants to make it as easy as possible for people to discover Scotland. The impact for those who don’t have the opportunity for a break can be life-changing, and helping to increase access to tourism holds great potential for the tourism industry.


2 thoughts on “Social tourism is gaining traction in Scotland

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s