Renfrewshire’s Tourism Plan - Update
Renfrewshire Council · 16 September 2026
Back to Leadership Board — 16 September 2026 and its agenda
Text extracted from the council's PDF. Layout and reading order may differ from the original.
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PUBLIC ___________________________________________________________________ To: Leadership Board On: 16 September 2026 ___________________________________________________________________ Report by: Chief Executive ___________________________________________________________________ Heading: Renfrewshire’s Tourism Plan - Update ___________________________________________________________________ 1 Summary 1.1 The purpose of this report is to inform the Leadership Board of progress in delivery of Renfrewshire’s Tourism Today: Tourism Plan 2024 - 2027. Renfrewshires_Tourism_Today_-_Tourism_Plan.pdf 2 Recommendations 2.1 It is recommended that the Board: (i) Notes the strong progress in actions supporting the delivery of the Renfrewshire Tourism Plan, as set out in Section 4; (ii) Notes that further progress on delivery of the plan, including a proposed review and refresh of priorities and actions, will be reported to the Board as appropriate. _________________________________________________________ 3 Background 3.1 Renfrewshire’s Tourism Plan 2024 – 2027 was approved by the Leadership Board in December 2023. Developed in consultation with national and local partners within the tourism and hospitality sectors, and endorsed by VisitScotland, the Plan sets out a range of themes and priorities to support the growth of the visitor economy across Renfrewshire. 3.2 Key priorities identified within the Plan include support for greater collaboration between public, private and third sector organisations, growing tourism opportunities in rural Renfrewshire and building on the strengths of Paisley as a destination and the gateway to wider Renfrewshire.
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PUBLIC _______________________________________________________ 4 Tourism Plan – Progress 4.1 Strong progress has been made in delivering actions and supporting development of the Tourism Plan over the lifetime of the document. This has led to a 24% increase of the economic impact of tourism on the local economy since 2023, representing some £307.6m (Scottish Tourism Economic Activity Monitor figures). Key outcomes from the four key objectives identified within the plan are set out below. Tourism Industry Collaboration 4.2 Key outcomes include:- • The formation of an industry-led Tourism Leadership Group, chaired independently by the University of the West of Scotland and with membership representing attractions, accommodation providers, hospitality, events, third sector, public sector and VisitScotland. This has been crucial in driving forward priorities and actions identified within the Tourism Plan; • Establishment of the Renfrewshire Tourism Network (RTN), comprising approximately 200 contacts across the visitor economy. The network has facilitated regular engagement events, workshops, business referrals, collaborative opportunities and industry representation; • Direct support for businesses across the sector, with over 300 recorded business support interventions, referrals, introductions and networking opportunities. Emphasis has also been placed on facilitating collaboration between local businesses. Paisley 4.3 Key outcomes under this theme include:- • Collaboration with the Tourism Leadership Group and RTN in respect of destination marketing, communication and promotion of Paisley’s visitor and heritage offer. • Continuing investment in the £113m cultural infrastructure programme including completion of Paisley Town Hall, Paisley Arts Centre and with Paisley Museum’s refurbishment nearing completion. • Continued investment in events including Paisley Halloween, Food and Drink Festival and Sma’ Shot Day, most recently noted by this Board on 18 February 2026; • Development of a digital heritage trail for the Oakshaw area.
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PUBLIC Rural Renfrewshire 4.4 Key outcomes for historic towns and villages include:- • A series of infrastructure improvements at Castle Semple Visitor Centre, Lochwinnoch, including a new visitor hub and path enhancements, as well as the development of dark skies stargazing experiences in Muirshiel Country Park and Castle Semple; This has included projects from VisitScotland’s Rural Tourism Infrastructure Fund as well as commissions with the Glasgow Science Centre. In addition, RSPB Lochwinnoch has developed facilities using the Sustainable Communities Fund; • Successful programme of dark sky stargazing events in collaboration with OneRen, in addition to supporting and highlighting rural and agritourism experiences including engaging with Scottish Agritourism; • Completion of major external repair works at the Steeple Hall, Kilbarchan in February 2026, with a second phase of works focussing on the refurbishment and reconfiguration of the interior anticipated to begin in early 2027, with the aim of returning the building to sustainable use; • Securing funding from Historic Environment Scotland and National Lottery Heritage Fund to develop “Cornerstones”, a project to support the regeneration of Lochwinnoch town centre through investment in its built heritage and promotion of the village’s history, reported to the Economy and Regeneration Board of 26 May 2026; • Development of a Johnstone Heritage Trail celebrating the town’s rich heritage, as part of the wider Johnstone Town Centre Vision. The trail is anticipated to be launched in autumn 2026. Business Tourism and Trade Travel 4.5 Key outcomes supporting the plan’s business tourism theme include:- • Representation at VisitScotland Connect 2026, Scotland's premier travel trade event, facilitating approximately 250 business-to-business meetings with domestic and international tour operators and travel trade buyers, all also given wider destination messaging; • Funding and expert support for six local businesses to participate in Connect 2026, with three ‘familiarisation’ trips as part of the national event visiting Paisley Abbey, Paisley Museum and Mar Hall; • Hosting two VisitScotland PR visits from media organisations (UK and international), supporting increased awareness of Renfrewshire as a destination. Visitor Marketing 4.6 Visitor Marketing is identified as a cross-cutting theme in the Tourism Plan. 4.7 Key outcomes for Visitor Marketing are outlined below:
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PUBLIC • Following Leadership Board approval in April 2026, a two-year Discover Renfrewshire marketing and communications campaign has been developed to strengthen Renfrewshire's profile as a destination and increase engagement among local residents and regional visitors. • The campaign adopts a coordinated, place-based approach, bringing together the strengths of Renfrewshire's towns, villages, attractions and experiences under a shared narrative. The approach aims to encourage residents to explore more of the area, while supporting growth in regional visitation, dwell time and visitor spend. • The campaign has been informed by engagement with the tourism, leisure and cultural sectors and has received strong support from key partners, including the Renfrewshire Tourism Leadership Group and VisitScotland. It reflects a more collaborative model of destination marketing, with industry partners playing an active role in shaping and amplifying promotional activity. • Ongoing engagement with businesses, attractions and wider stakeholders will continue throughout the implementation period to ensure the campaign remains aligned with sector priorities, supports participation, and maximises opportunities for partnership working and shared promotion. Discover Renfrewshire marketing and communications activity will begin mid- September. Elected Members will be kept up-to-date with the development of the campaign and the key milestones. _________________________________________________________ 5 Next Steps 5.1 In partnership with the Tourism Leadership Group, a review of the Tourism Plan is anticipated to commence in late 2026. This will support a refresh of priorities and actions, ensuring that the strong progress to date is sustained and continues to enable a collaborative, sustainable and growing visitor economy across Renfrewshire. Development of the refreshed Plan will be reported to the Board as appropriate at a later date. ___________________________________________________________________ Implications of the Report 1. Financial – None. The Tourism Plan is funded through existing approved Council Directorate budgets and arrangements with external organisations. 2. HR & Organisational Development - None 3. Community/Council Planning – 4. Legal – None 5. Property/Assets - None 6. Information Technology - None
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PUBLIC 7. Equality & Human Rights The Recommendations contained within this report have been assessed in relation to their impact on equalities and human rights. No negative impacts on equality groups or potential for infringement of individuals’ human rights have been identified arising from the recommendations contained in the report because for example it is for noting only. 8. Health & Safety - None. 9. Procurement – None 10. Risk - None 11. Privacy Impact - None 12. COSLA Policy Position – Not Applicable. 13. Climate Risk – Not Applicable. 14. Children’s Rights – Not Applicable ________________________________________________________________ Background Papers (a) Renfrewshire’s Tourism Today – Tourism Plan 2024 – 2027, Leadership Board, 9 December 2023 (b) Council Event Planning and Programming, Leadership Board, 18 February 2026 (c) Visitor Marketing Campaign – Next Steps, Leadership Board, 29 April 2026 (d) Cornerstones Project, Lochwinnoch, Economy and Regeneration Board, 26 May 2026 (e) Regeneration Projects 2026, Economy and Regeneration Board, 25 August 2026 ___________________________________________________________________ Author: Euan Shearer, Regeneration and Place Manager euan.shearer@renfrewshire.gov.uk