Fife Tourism Partnership

Fife Tourism Conference 2024 – Developing New Markets is a resounding success

4 March 2024

Welcome to Fife, on Tuesday the 27th of February hosted the bi-annual Fife Tourism
Conference. Held in the newly refurbished Adam Smith Theatre, the conference brought
together tourism industry leaders, stakeholders, and businesses to delve into the current
tourism industry and explore how we can work together to promote and develop Fife as a

With the theme of “Developing New Markets” the conference aimed to share innovative
strategies, sustainable practises, travel trade opportunities, emerging trends and more,
shaping the tourism landscape in Fife and beyond. Attendees engaged in networking
sessions, PechaKucha style presentations and talks from experts within the tourism
industry in Scotland.

Sponsored by VisitScotland, with over 160 attendees, the conference was a unique
opportunity to meet other tourism and hospitality businesses and local organisations from
throughout Fife and beyond. There were also several stalls representing InvestFife,
Business Gateway and Developing the Young Workforce to share opportunities and

Speakers shared their expertise on topics ranging from future trends in tourism, AI and the
tourism industry and community tourism to agritourism, golf, travel trade, online travel
agents and sustainable tourism. Panel discussions sparked conversations on the dynamic
challenges and opportunities facing the tourism sector in the current climate.

Hilary Roberts, head of the tourism team at Welcome to Fife and Chair of the conference
said: “Tourism is a priority industry in Fife, supporting 9% of the areas jobs and adding £450
million to the local economy every year. The Welcome to Fife team works hard to promote
the area as a first-class visitor destination, and to support all businesses operating in the
sector. The Fife Tourism Conference is an excellent way to bring people together to learn
about developments and opportunities in the industry. It was lovely to see so many people
with a passion for tourism at the conference, and feedback so far has been very positive
with lots of ideas and further conversations coming out of the day.”

The Fife Tourism Conference marked an exciting time for Welcome to Fife with the recent
launch of its new strategy, the forthcoming Levenmouth rail link opening and several
promotional campaigns successfully bringing increasing numbers of visitors to Fife. The
conference had a buzz of excitement which reflected Fife as a region as it continues to
evolve as a premier destination. Industry events like the Fife Tourism Conference pay a
key role in shaping this journey and ensuring its appeal to a range of visitors.

Presentations from the day are now available to download. Click HERE

For more information about Welcome to Fife and future events, visit our industry page: You can be notified of events like the conference by
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