IN A bid to boost tourism in the region, Welcome to Fife has launched its biggest marketing campaign yet. 

The campaign, 'The Kingdom, where it all begins', seeks to extend the visitor season and boost consumer footfall, spending and demand throughout the region in a sustainable and responsible way.

Hilary Roberts, Tourism Partnerships manager, said: “After a challenging few years, we are delighted that the tourism sector in Fife has almost recovered to 2019 levels.

"However, we recognise that what visitors want has changed and this campaign highlights this.

"Fife is an ideal destination for visitors looking for a sustainable, relaxing and authentic break at any time of year, and we look forward to welcoming them to our beautiful Kingdom so they can discover everything the area has to offer for themselves.”

With the highest number of national attractions in Scotland, picturesque fishing villages, fascinating wildlife, outdoor adventures including Scotland’s longest continuous coastal path, spectacular golf where the game originated, and historic attractions that only an ancient kingdom can provide, Fife is a must for anyone wanting to enjoy the best of Scotland.

Central Fife Times: Leven Beach

The campaign uses a newly produced film, with supporting digital content, welcoming those potential visitors to begin their journey of discovery in Fife and create memories that will last a lifetime.

The campaign also positions the region as the perfect place to enjoy a restorative break and provides visitors with the opportunity to relax, unwind and begin that process of reconnecting with themselves, friends, loved ones and nature. This is a timely message as consumers now recognise the important role the natural environment plays in addressing their mindfulness and mental welfare.

Moira Henderson, chair of the Fife Tourism Partnership Executive Board, said: “There is no doubt that Fife is one of the most picturesque, historic and interesting areas of Scotland.

"Our new campaign showcases the area to potential visitors perfectly and will give them all the inspiration they need to choose Fife when they are booking their next break.

"A warm welcome is always guaranteed!”

Targeting consumers in Scotland and North England, the campaign will run from now until February 2024.

Digital partnerships with online travel agents will aim to support the drive of bookings to the area and a travel partnership with Scotrail will promote the campaign messaging and the ease of getting to Fife via public transport.

For more information on the Welcome To Fife campaign visit their website.