Press Release – St Andrews Prepares to Safely Welcome Tourists

A trailblazing initiative has been launched in St Andrews to safely welcome tourists back to the popular coastal town.

Over 300 local businesses and local community groups have come together to create the StaySafe St Andrews Charter to give confidence to visitors and local residents as businesses in the town reopen from the 29th June.

The unique whole-town approach will see hospitality, tourism and retail businesses across St Andrews promoting a unified message through a 5 C Strategy which will demonstrate the towns commitment to safe working practices and the latest government guidance. This will be supported by leaflets, banners and window displays and an ongoing social media campaign working with local businesses and Fife Council to highlight regulations and best business practices and the reemergence and reopening of the many businesses in the town.

Thought to be the first Covid charter in Scotland, it was initiated by volunteer local group Tourism St Andrews who commissioned Dundee-based consultancy Urban Foresight to assist with the idea development. Funding support from the University of St Andrews, the Community Trust and VisitScotland have made this project possible.

Debbie MacCallum, Chair of Tourism St Andrews said “by creating a clear and co-ordinated response to the challenges of tourism in a time of Covid 19, St Andrews will be able to protect our local communities while extending our world famous warm welcome to visitors coming to visit our wonderful beaches, shops, open spaces, golf and hospitality.”

Scotland’s tourism and hospitality sector has been hit particularly hard by the Covid lockdown. As one of Scotland’s top 5 destinations, tourism accounts for 1 in 5 jobs in St Andrews and contributes about £110 million per year to the local economy. St Andrews Fife Council member Cllr Jane Ann Liston said:

'This excellent initiative comes from those who know how tourism in St Andrews actually works on the ground; there is no substitute for the local knowledge of grass-roots businesses. Tourism St Andrews has done
its homework and we can now say loud and clear 'Welcome back - St Andrews is open for business."

High profile organisations supporting the charter include University of St Andrews, the Links Trust, the Old Course Hotel, the Fairmont Hotel, Stay in St Andrews, G1 Group, Morrisons and Fisher and Donaldson.

Helen McBride General Manager of the Old Course Hotel resort and Spa said, “We are proud to be part of such an innovative partnership, supported by local businesses and driven by volunteers, which supports all aspects of tourism in this most iconic of all destinations in Scotland. Tourism St Andrews, with its Stay Safe St Andrews charter, clearly demonstrates that if we work together for the good of all, we will come back strongly from the challenges we have all faced from the covid-19 pandemic”.

More information on the StaySafe St Andrews Charter and the businesses supporting this initiative can be found at

For more information please contact Debbie MacCallum on, 07977190710

Tourism St Andrews is a volunteer Local Tourist Association set up in 2016 constituted under the Fife Tourism Partnership. It has 140 associated members and works to support tourism and its businesses in the town. The committee is made up of a number of local business representatives including the Links Trust, British Golf Museum, Stay St Andrews, St Andrews B & B Association, Tayport Distillery.


Facebook: @tourismstandrews

Instagram: @tourismstandrews

Urban Foresight is a strategy and innovation consultancy focused on the future of towns, cities and communities.
Twitter: @UrbanForesight