AYRSHIRE’S rich food and drink culture is the subject of a brand new marketing campaign backed by the country’s national tourism body.

The new campaign is being developed as part of Scotland’s tourism recovery plan to promote responsible and sustainable staycations.

Ayrshire Food and Drink is one of 73 recipients of funding from the £3 million Destination and Sector Marketing Fund.

The fund itself is administered by VisitScotland on behalf of the Scottish Government and is called The Ayrshire Food Journey Campaign.

The campaign 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.

Val Russell, chief executive of Ayrshire Chamber of Commerce 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.

Visit Scotland regional director Gordon Smith: “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.

“Visit Scotland is focused on the recovery of the industry, building a destination and visitor experience which allows tourism and events to flourish, now and in the future.”

The Destination and Sector Marketing Fund is part of the Scottish Government’s £25 million investment in the tourism sector to help it recover from Covid.