TOURISM businesses in central Scotland have shared their experiences after introducing pay as you like incentives to boost visitor numbers.

Attractions in Fife and Stirlingshire say they were able to increase other income revenues, attract new visitors and strengthen ties with their communities when they swapped fixed entrance fees for a ‘pay as you like’ alternative.

Briarlands Farm in Stirling, which opened for the season in February, trialled a month-long promotion inviting visitors to pay what they could afford that resulted in a huge rise in numbers.

Mary Inglis, owner, said: “February is usually our quietest month and, if we compare our visitor numbers from last year, we had almost a 300 per cent increase in visitors.

“Many of these visitors were new customers who had not heard of us before and only found out about us through the promotion.

“We did see an increase in visitors spending money in the café and in the shop.

“We have had some really positive feedback from people who wouldn’t have been able to visit before and we’ve had people taking advantage of the offer and then signing up to season tickets and memberships, so it has been great in this respect.”

It comes as the latest insights indicate that the majority of UK residents still think that the “worst is still to come” in the cost-of-living crisis and that when thinking about day trips, 28 per cent of adults will look for more free things to do – according to the UK Residents Holiday Sentiment Tracker from March.

Caroline Warburton, VisitScotland destination development director, added: “After an incredibly difficult period during the pandemic, we know that the rise in the cost-of-living and doing business has created new challenges for our tourism industry and for our visitors.

“The resilience of tourism businesses during this time has been impressive and to see their ongoing creativity in finding new ways to appeal to visitors is great to see.

“We know that visitors are still looking for great things to see and do, both locally and whilst on holiday.

“Consumer research is showing that those attractions which are seen to provide value for money are popular with visitors.

“They are demonstrating that although doing things differently may be a risk, it may also bring benefits and new ways of working which will help strengthen and reach new audiences, creating a legacy that will see visitors return year after year.”