VISIT ARRAN

Sheila Gilmore

VisitArran is Arran’s not-for-profit destination management organisation. So what does that mean? CEO Sheila Gilmore explains that it’s not about attracting half a million visitors to Arran, it’s about attracting the right visitors: “People who understand our island, appreciate our natural assets, and recognise that we’re a living, breathing community – the lights don’t go off in October!”

Sheila has worked with VisitArran for over 12 years, growing the business into one of the most respected destination management organisations (DMOs) across Europe, winning many accolades for the island. Her role is varied, because as she says, no two days are the same. An islander born and bred, Sheila was born into tourism, and recognises the core role of the DMO is to engage with the community, offering a genuine and authentic experience for Arran’s visitors.

“If it’s good for the community, it will be good for the islander; if it’s good for the islander, then it will be good for the visitor. People want to feel part of something that is authentic when they come to Arran; they want to feel a sense of belonging.”

This is echoed in all of VisitArran’s marketing. Their #SeeFeelBeArran campaign used only local volunteers, showing Arran as a living, working island. Their podcast used local villagers to say why their village was better than others, and one of the most popular social media campaigns has been about the people behind the businesses.

Sheila is supported in the VisitArran office three days a week by Katie Murchie, a first class Honours Graduate, who has been involved with VisitArran since her time at Arran High School. Another native islander, Katie hails from Arran’s only dairy farm in Blackwaterfoot on the west coast. Katie manages all the social media posts for VisitArran, as well as providing admin support, developing marketing campaigns, and covering anything else that may crop up. When asking Katie what she likes best about living and working on Arran, she replies: “Probably the fact that wherever you go, there’s amazing local produce on menus. It’s right on our doorstep, and you can’t beat that!”

Between Sheila and Katie, VisitArran is able to offer visitor advice and information, business support, itineraries, training opportunities and basically anything else that comes their way. Each week, all partner businesses and community groups receive a weekly update, packed with lots of industry and Arran-specific information. The organisation is hailed by many public sector partners as being the best conduit to exchange Arran-relevant information, and is often seen as the first port of call when planning anything on the island.

VisitArran takes the role of responsible tourism very seriously. It is for this reason that back in 2010, the Board of VisitArran (who are all volunteers, by the way) formed the Arran Trust, a visitor gifting scheme. The Trust is a registered charity and a completely separate organisation from VisitArran, although it is a sister company. Sheila handles the general admin. The overall aim is to help keep Arran beautiful and monies can be donated to the Arran Trust in a variety of ways – through collecting cans, via the Wishing Well at Brodick Pier, through sponsored products, and also specific campaigns like the recent Make Arran a Million. Money raised is then used by community groups for environment, conservation, and heritage projects which will enhance the offering for visitors and residents alike.

This stewardship approach is essential to maintain Arran’s reputation as a stunning holiday destination, and a fabulous place to live. The Highland Fault line cuts Arran in half, dividing the granite peaks of the north (Highlands) from the undulating pastures of the south (Lowlands). This amazing geology is recognised worldwide, and has created a fabulous environment for people to live for thousands of years, as the notable archaeology on Arran demonstrates. It’s also resulted in a micro climate which has supported Arran’s producers to make the most amazing offerings – from whisky to ice cream to luxury toiletries, and of course this environment is a haven for all the flora and fauna which you can see in abundance.

It’s this interlinked approach that makes Arran an Island in Balance: Community – Environment – Economy, and hopefully the UNESCO Global Geopark status that has been applied for will bring that badge of honour, so richly deserved. VisitArran is a partner in the Arran Geopark bid for UNESCO recognition and sees this as one of the most important happenings on the island in recent years. Sheila states:

“At present we are a defacto geopark; that’s to say we’ve got all the assets. Now we need to gain UNESCO status, almost as a badge of honour. This will attract people who really understand our island, who appreciate its natural resources and who will enjoy and respect Arran for years to come.”

Let’s hope that UNESCO equally appreciate all that Arran has to offer.