A north-east tourist office manned by volunteers hopes the “personal touch” will ensure visitors keep coming back to the fishing community.
Awareness of Scotland’s wide range of attractions are now spread across the globe through countless websites and mobile phone apps.
However, campaigners in Moray believe that maintaining face-to-face contact with visitors in their community is the best way to ensure they will make a repeat visit.
Cullen’s tourist office, which is run by the local Voluntary Tourist Initiative, is now open for the summer season having operated out of the town hall for about 20 years.
Chairman David McCubbin said: “In modern tourism everyone seems to be obsessed with websites and social media but we still think there is very much a place for being able to speaking to somebody and allowing them to come in and ask a question.
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“It’s not just Cullen we get asked about. It’s all over Banffshire and the rest of Scotland, we’re getting a lot of people doing the North East 250 at the moment too. Somebody might come in asking us one thing but by the time they’ve left we usually give them a lot more recommendations.”
Mr McCubbin added: “The biggest we get asked is where to get a bowl of Cullen skink. It might seem silly if you’re from here but that’s what people want to know.”
Cullen’s tourist office, which is one of several similar initiatives run by volunteers across Moray, has been given a boost this year following the sale of the town hall to Milne Property Developments, who intend to refurbish the upper floor for use by the neighbouring Seafield Arms hotel while retaining the lower floor for the community.
The deal settled an uncertain future for the venue, which had been shut by Moray Council as part of budget cuts. The new ownership means the office can also be opened when needed beyond the traditional summer months.
However, group secretary Graham Bell stressed volunteers are needed to continue to provide the welcoming face of Cullen.
He said: “What we are looking for first and foremost are volunteers with a passion to share their local knowledge and provide a service to visitors.”
The office is open daily from 10am to 4pm until the end of August.
