VISITSCOTLAND has revealed that the iCentre in Ayr is closing down.

On Thursday, October 12, the tourism organisation released a “dynamic strategy” to address the diverse transformation in the way visitors access information on what to see and do while in the country.

With a 58 per cent drop in footfall in information centres across Scotland this new approach is being introduced to ensure “customer demands are met”.

The VisitScotland iCentre in Ayr will close permanently by the end of March 2018, however, information provision will continue through partnership arrangements with local visitor attractions, businesses and other interested groups.

The new two-year strategy will see a significant increase in the number of channels providing content on places to visit and stay, with a mix of industry partners and digital products sitting alongside 26 key VisitScotland iCentres in high-impact locations.

There are almost 80 VisitScotland Information Partners across Ayrshire, including AD Rattray Whisky Experience and Shop, Craig Tara and Heads of Ayr Caravan Parks and The Scottish Dark Sky Observatory.

Annique Armstrong, Regional Director at VisitScotland, said: “The way visitors access information has changed significantly over the past decade.

"It’s time to switch our focus and investment into new and diverse initiatives to ensure we are reaching as many visitors to Ayrshire as possible with the information they want, in the way they want it, when they want it.

“With three in four adults now owning a smartphone, a key focus is ensuring our digital communications provide succinct inspirational and formative informative advice to visitors at every stage of their journey.

“The information revolution is upon us and we look forward to telling more and more visitors all about Ayrshire and Arran across all our different channels for many years to come.”

For more information on the Information Strategy for VisitScotland visit www.visitscotland.org/visitorinformation.aspx