Industry update: ‘Take the plunge,’ social media adventurer tells community tourism providers

The first Scottish conference devoted to community tourism takes place in Kingussie with social media adventurer and cultural ambassador Calum Maclean delivering the keynote address.

Calum will offer his unique perspective as a photographer, film maker, Gaelic speaker and adventurer as he discusses the ‘power of localness.’

The Highland based influencer is passionate about promoting Scotland’s natural and cultural heritage. In 2022, he was named the most influential Scot on TikTok, beating singer Lewis Capaldi for the title. His most watched film – of him swimming in Loch Morar in Lochaber – has had more than 25 million viewers.

The two-day event in Kingussie is being organised by SCOTO, Scotland’s community tourism network which includes over 120 community owned enterprises – from cafes to museums, glamping pods to outdoor trails.

The event combines a series of presentations, themed discussions and learning exchanges, with the main theme being ‘tourism – a dirty word or a force for good for communities?’

The conference on day one will be hosted by Marc Crothall MBE, Chief Executive Officer of Scottish Tourism Alliance.

Delegates will hear different perspectives on community tourism from Scotland and Ireland, including Murray Ferguson from Cairngorms National Park Authority, Chris Martin, CEO at Social Enterprise Scotland and Fiona Dunne, Regional Development Manager for Ireland’s Hidden Heartlands, a tourism brand which centres on being ‘active in nature’ and encourages visitors to get off the beaten track, meet the locals and explore the country at their own pace.

On day two, participants from community groups and organisations will have the opportunity to visit successful community-led tourism enterprises in the Badenoch and Strathspey area in a series of six themed learning exchanges.

Calum Maclean said: “In my experience, often the best way to discover what makes a location special is to live like a local, or at least to spend time with people who live there. Whether it’s a secret swimming spot, the best place to eat or even understanding the culture there, having that insight makes a more satisfying visit. There are many ways in which communities can benefit from tourism and allow visitors a unique experience.”

Carron Tobin, one of the founding members of SCOTO, said: “We are delighted to have Calum as our keynote speaker. His passion for Scotland and seeking out meaningful visitor experiences with locals makes him the perfect ambassador for community-led tourism.

“As we have seen on our national roadshow, there are many people across the country determined to make a success of local tourism for the benefit of their wider community. We hope that Calum will inspire many more local communities to take the plunge and do even more with existing and new tourism enterprises.

“We’d like to thank Marc Crothall of Scottish Tourism Alliance for hosting our conference and for the support he has shown over the past year. Covid has sparked a real interest in community led tourism by locals and visitors; it’s vital that we continue to harness that interest so that more communities can benefit and, together, we can deliver a richer experience for visitors to Scotland.”

The conference has been made possible with support from Highlands & Islands Enterprise and Cairngorms National Park Authority. It will be held at the Duke of Gordon Hotel in Kingussie from 2-3 March.

The learning exchanges on day two are being funded by the Scottish Tourism Alliance with bursaries available for travel and accommodation costs for community organisations.

Meanwhile, SCOTO’s first national roadshow continues, with a series of face to face and virtual events planned. Funded by an Inspiring Scotland ‘Ideas into Action’ grant, as well as networking opportunities, the roadshow offers practical support to local community groups looking to develop their existing projects or set up new community led tourism enterprises and initiatives. Insights from the roadshow – and how they have helped shape SCOTO’s future vision – will be shared during the conference.

For more information, visit www.scoto.co.uk. Book tickets for the conference here.