A major tourism campaign is driving visitor growth and creating jobs across Fife.
The Kingdom welcomed an 8.6 per cent rise in visitors in 2025, generating a £956 million boost to the local economy, according to figures released by Welcome to Fife, the tourism team at Fife Council.
Much of the growth has been credited to Welcome to Fife’s largest-ever marketing campaign, 'The Kingdom. Where It All Begins,' which targeted audiences within a four-hour drive as well as international markets.
Hilary Roberts, lead officer for tourism at the council, said: "This is the biggest marketing campaign that Welcome to Fife has undertaken to date, and the results speak for themselves.
"Our aim is to create awareness of Fife as a visitor destination, and then convert that awareness to bookings and visits, ensuring that the visitor experience exceeds expectations, and encouraging visitors to continue to engage with us, ultimately coming back to the area on repeat visits."
The campaign combined social media, media partnerships, and work with Online Travel Agents.
Over three years, it generated more than 24 million social media impressions, nearly 1.83 million video views, and £1.3 million in gross hotel bookings, with a return on advertising spend of 13.3.
Other results included 125,950 social interactions, almost 180,000 landing page clicks, and 83,808 digital article views.
Ms Roberts said: "We are delighted that the results of the campaign have been so positive, and look forward to developing a new campaign for this winter that will build on this success."
Fife Council said wider efforts have also driven the tourism uplift, including support for new visitor products, partnerships with travel operators, content creation, and backing for the events sector.
Councillor Altany Craik, the council’s spokesperson for finance, economy and strategic planning, said: "Over 9 per cent of Fife’s businesses are tourism related, and 8.7 per cent of people working in Fife companies are employed in tourism businesses.
"It is encouraging to see the growth in the sector locally with tourism employment increasing by 9.2 per cent in 2025.
"I very much hope to see this upward trend continue, and appreciate the work being done by the Welcome to Fife team to place Fife firmly on the UK destination map."
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