A TWO-YEAR marketing initiative dedicated to attracting more walkers and cyclists to an iconic recreational route through East Lothian is being launched.
Funding has been secured by Central Scotland Green Network Trust (CSGNT), which manages the John Muir Way.
The 134-mile route stretches from Dunbar – the home of world-famous conservationist Muir – to East Linton, North Berwick, Dirleton, Gullane, Aberlady, Longniddry, Cockenzie and Port Seton, Prestonpans and Musselburgh before heading further west to Helensburgh.
A key focus of the scheme is to work with businesses along the route with a view to promoting them to visitors.
Gavin Morton, marketing and business engagement officer for the John Muir Way, said: “I’m looking forward to working closely with businesses along the route who are keen to raise their profile as a destination on the John Muir Way.
“We’re in a fortunate position to have a growing market for walking and cycling tourism, together with a fantastic and unique asset to promote.
“There is a real opportunity for local businesses to make the most of this increased footfall by working with us.”
The route was opened in 2014 by then First Minister Alex Salmond with a day of celebrations in Dunbar.
More than 60,000 people walked the route in its first year.
The project has been financed by the Scottish Government and the European Community through the LEADER 2014–2020 Programme and by local authorities along the John Muir Way.
Keith Geddes, chairman of CSGNT, added: “We’re delighted to receive this funding and would like to thank the LEADER Programme and all the local authorities involved.
“The funding will not only help us to continue raising awareness of the route and the legacy of leading conservationist John Muir but will ensure that we have the resources in place to work more closely with local businesses to maximise the opportunities the John Muir Way presents.
“Since its launch, the John Muir Way has grown in popularity with both domestic and international walkers and cyclists visiting the area, whether to do just a short section or the full route.”
Any business looking to indicate their interest should go to surveymonkey.co.uk/r/johnmuirway-business
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