Fife selected for new sustainable tourism pilot

Fife has been selected to take part in a new initiative designed to support sustainable tourism across Scotland.

The region is one of four destinations chosen to join VisitScotland's Sustainable Destination Development Project.

The year-long programme will see the Welcome to Fife team within Fife Council, work with VisitScotland and GDS-Movement - a pioneering, data-driven international change agency that acts to catalyse socio-economic and environmental transformation in cities and regions across the world - to undertake an independent assessment of the region's sustainable growth plans.

Participating destinations will receive tailored guidance and practical tools, including clear priorities, action plans and measures to track progress and support long-term sustainable development.

The pilot aims to support the responsible growth of tourism and events in Fife, helping to bring lasting benefits to local communities, businesses, culture and the environment.

Caroline Warburton, VisitScotland Destination Development Director, said:

“This exciting pilot reflects our ongoing work with industry and partners to make Scotland a more economically, environmentally and socially sustainable destination.

"Fife is already showing leadership in this area, through Welcome to Fife’s commitment to the Glasgow Declaration for Responsible Tourism which they signed in 2024. This project will build on this strong foundation, with an initial focus on the delivery of sustainable events, to help ensure communities, businesses and places across the region benefit from a thriving visitor economy."

Hilary Roberts, Tourism Lead Officer for Welcome to Fife, said: "Sustainability is a key priority in the Fife Tourism Strategy, and Welcome to Fife has strengthened its commitment by developing a Climate Action Plan to ensure a sector focus on environmental, social and economic sustainability.

"Being chosen to be included in the Sustainable Destination Development Programme has been a huge boost for us to get expert advice and help as to how to best deliver and measure the aims and ambitions of that Climate Action Plan. Through this we will continue improve sustainability through our tourism offering and events."

Janie Neumann, Relationship Manager (UK, Ireland), GDS-Movement, said: “We are delighted to be supporting VisitScotland and participating destinations through this pilot. The project recognises the important role Scotland’s regions play in shaping a more sustainable visitor economy, and the commitment shown by local partners is a strong foundation to build on.

"GDS-Movement works with destinations around the world, but this programme is especially meaningful because it combines international good practice with a strong understanding of Scotland’s tourism landscape. We look forward to working with partners to turn ambition into practical action, strengthen collaboration and support tourism that benefits places over the long term."

VisitScotland's Sustainable Destination Development Project supports the ambitions of Scotland Outlook 2030, Scotland’s national tourism strategy, and complements the Fife Council’s wider sustainable growth activity. It also aligns with the Global Sustainable Tourism Council (GSTC) Destination Framework, supporting a consistent approach to sustainable destination development.

Destinations across Scotland were invited to apply and then successful applications were selected against agreed criteria, including partnership working, strategic alignment and commitment to delivery.

Learning from the pilot will help shape future destination support and development activity.

For more information visit: Sustainable Destination Development Programme | VisitScotland.org