Tourism is vital to the Cumnock economy, says VisitScotland

That's the view of national tourist body VisitScotland, which says that while the area might not traditionally have been high up on the list of Ayrshire tourist hotspots, it still has plenty of natural an d historic attractions that - if they're promoted properly - can draw more visitors and money into the area.

They say its natural beauty, walks and cycling routes, food and drink, nearby golf courses, the area's Burns heritage and Dumfries House all have the potential to boost tourist numbers, creating jobs and encouraging people to remain in the area rather than moving to find work elsewhere.

The area is already attracting large numbers of day trippers, particularly in the summer.

Dumfries House and its royal links, through its ownership by the King's Foundation, make it a hugely important contributor to the visitor economy of both Cumnock and the Doon Valley and Ayrshire as a whole. (Image: NQ Archive)

However VisitScotland also says more needs to be done to persuade people to stay longer when they do visit, and to increase the number of young holidaymakers.

The organisation is part of the Ayrshire and Arran Visitor Economy Leadership Group, which was set up last year to promote tourism across the three council areas.

A strategy report found that the 2020 pandemic had created an increased demand for outdoor activities and the tourism body believe that Cumnock, Doon Valley and Upper Nithsdale is well placed to exploit that.

At present around 89 pe rcent of visitors to the area are from the UK.

Of overseas holiday maker,s 25 per cent are from the USA, 13 per cent from Germany and eight per cent from Canada.

Lynsey Eckford, regional director at VisitScotland, said: “Tourism plays an important role in sustaining communities, creating jobs and attracting investment. 

"A strong tourism sector can regenerate an area. 

"The promotion of assets, such as the region’s history and heritage, and connecting businesses, are key parts of its' focus. 

"Our own marketing highlights outdoor adventures, historic properties, and cultural attractions in Ayrshire, including our national bard Robert Burns.

"Our business support is helping identify further opportunities for businesses to promote themselves and consider the quality of their offering.

The area's Robert Burns heritage, including the Burns House House Museum in Mauchline, is a key driver of visitor growth. (Image: Contributed)

“Together, we will build a thriving, inclusive visitor economy that delivers transformative experiences for our visitors and builds prosperity for our communities."

Recent figures show that visitors to Ayrshire spend around £600 million a year in the area, with three million overnight stays, supporting the jobs of 13,000 people.

One of the biggest success stories in the last decade-and-a-half is Dumfries House, near Cumnock, which employs more than 150 people and has one of the world's largest collections of 18th century Chippendale furniture.

The complex is owned by The King's Foundation, a charity set up by King Charles, which promotes the area as a visitor attraction and hospitality and wedding venue, attracting thousands of tourists every year.

Having been sold by the seventh Marquess of Bute to a consortium headed up by the then Prince Charles in 2007, the house opened to the public the following year, and has since become a huge, and hugely important, contributor to the Ayrshire visitor economy.

In an exclusive interview with the Chronicle last month, Sir Tom Hunter revealed how he has been working alongside King Charles to bring fresh investment into the area where he was born and brought up.

He believes one way of reversing the decline is to exploit its tourism and visitor potential.

The natural beauty of the area, including here at the Afton Dam, is bringing more and more visitors to Cumnock and the Doon Valley. (Image: Neil Wilks/Cumnock Chronicle Camera Club)

Sir Tom has provided funding for his home village of New Cumnock through his Hunter Foundation, including money for its' famous outdoor swimming pool to be refurbished.

He said: "What needs to be done is is more things like that.

"You have plenty of lovely walks and outdoor pursuits.

"The area also has a great Burns heritage."

Stuart Birrell, chair of the Cumnock Business Association, has also called for more to be done to promote local tourism and encourage cash spending visitors.

He added: "Dumfries House has been a huge draw to the area but we need more initiatives like this."