John Muir Way to be improved through LEADER funding

The Central Scotland Green Network Trust are celebrating the success of a second co-operation project (funded by 5 LEADER areas) which aims to further the impact the John Muir Way has had as a significant tourist attraction, bringing economic benefit to the communities along the route.

The initial LEADER co-operation project (John Muir Way – Marketing & Business Engagement) has provided much-needed investment in promoting the route. A marketing strategy has been developed, a business survey conducted, VisitScotland Expo attended, and a JMW passport scheme was launched earlier this summer in partnership with businesses and attractions along the route.

Launched in 2014, the John Muir Way (JMW) is one of Scotland’s newest long distance routes. Stretching 134 miles coast to coast from Helensburgh to Dunbar, the route links the best of Central Scotland’s natural and cultural heritage, and is a flagship project in the Central Scotland Green Network. It is accredited as one of Scotland’s Great Trails.

The route was launched to celebrate the legacy of John Muir and was created with a vision for: “an outstanding coast to coast route across the diverse landscapes and rich heritage of central Scotland; easily accessible and attractive to local people, businesses and visitors, and providing opportunities for all to increase understanding of John Muir’s legacy and philosophy through getting closer to nature”.

However, at just five years old, there are still many gaps and opportunities in the JMW’s management and visitor offer compared with more established routes. There is no JMW trademark to protect quality or generate income, nor any strategies for merchandise, sponsorship or other income generation. In August 2019, a second LEADER project was approved, to complement and extend the current marketing activity and bring the needs and opportunities together. The newly funded project will develop the unique potential of the John Muir Way brand – in order to create new products, services and opportunities that increase engagement with consumers and businesses, and importantly, to move towards establishing a sustainable income stream for the stewardship of the John Muir Way – a shared national asset.

Ian Howarth, KVF LAG Chair says, “The John Muir Way is a key strategic asset running through the heart of our LEADER area and we are delighted that this project will leave a legacy of LEADER funding through supporting the longevity of the John Muir Way and the positive impact it has on the communities it passes through.”

Launched in 2014, the John Muir Way (JMW) is one of Scotland’s newest long distance routes. Stretching 134 miles coast to coast from Helensburgh to Dunbar, the route links the best of Central Scotland’s natural and cultural heritage, and is a flagship project in the Central Scotland Green Network. It is accredited as one of Scotland’s Great Trails.

The route was launched to celebrate the legacy of John Muir and was created with a vision for: “an outstanding coast to coast route across the diverse landscapes and rich heritage of central Scotland; easily accessible and attractive to local people, businesses and visitors, and providing opportunities for all to increase understanding of John Muir’s legacy and philosophy through getting closer to nature”. Among its aims was “To benefit the local economy and encourage active involvement of businesses and communities along the route”.

Compared to other long distance routes, the JMW is very easily accessible, being well served by public transport and within reach of the majority of the population of Scotland’s Central Belt. From an international tourism perspective, the route is within reach of both Glasgow and Edinburgh airports and is well served by accommodation and other facilities. The route is suitable for walking and cycling and can be completed end-to-end or in shorter sections or day walks. It passes within 10 miles of 2.46 million of Scotland’s population (46%) and within a mile of 58 of the 20% most disadvantaged SIMD datazones. The JMW provides opportunities for a wide range of social, economic and environmental outcomes.

Walking and cycling tourism are large and growing sectors, and the JMW has the potential to be a significant tourist attraction, offering authentic experiences and bringing economic benefit to communities along the route. The potential to develop the environmental values of John Muir within the JMW brand presents opportunities for richer engagement with JMW consumers and for driving up green tourism along the route.

Set against this strong market context, the resources for the JMW’s management, development and promotion are limited. Management of the JMW passed from Scottish Natural Heritage to the Central Scotland Green Network Trust 2016, and SNH support of £25,000 per year for the initial two years ended in 2018. CSGNT now has an annual gap of £25,000 in its resources for the JMW, and securing funding for ongoing management is an acknowledged challenge among long distance routes. There is therefore a need to develop a sustainable income stream to meet core costs of managing the JMW and providing capacity to progress the wider vision for the route.

​Find out more about the John Muir Way here.