Pitlochry celebrated as train visitors soar

Photo credit: David Brown Photography

Anniversary event marks 75 years of tourism marketing

Tourism in Pitlochry was celebrated at a special anniversary event on Monday, with rail visitors to the picturesque Highland Perthshire town soaring nearly 50% since Covid.

Pitlochry Tourism Partnership toasted 75 years of marketing the town to the world, in conjunction with Pitlochry Festival Theatre, which is also marking its own 75th annum this year.

Theatre Artistic Director Alan Cumming was on hand to cut the anniversary cake at the Explorers Garden, surrounded by local businesses who enjoyed a networking and social evening.

Photo credit: David Brown Photography

Worldwide appeal

The success of Pitlochry in luring global visitors is highlighted by recent Highland Main Line data which shows a rise of 60 000 people alighting at Pitlochry Train Station, in 2025, compared to the pandemic.

As Covid hit, Pitlochry was the second most visited station on the Line, with 125 000 rail passengers. Last year, that number had risen to 185 000 with Dunkeld and Birnam also rising in popularity, with 105 000 rail visitors.

Sally Spaven of Pitlochry Partnership, and Chair of Highland Main Line Community Rail Partnership, said the numbers are testimony to the town’s offering and its business and community culture.

She also believes the social media age has helped the town win new acolytes, with its stunning location proving a draw internationally.

“A lot of people have worked hard to get Pitlochry where it is, in terms of tourism and I can’t envisage a situation now where Pitlochry becomes ‘un-famous’. I liken it to a box of Quality Street.

“There is huge variety, something for everyone. It used to be the place where people stopped off, on coach parties.

“However, the demographics have shifted. There are far more people in the younger age ranges now. They are coming for things like Bungee jumping and adventure.

“So, it’s a different place. There are 3 or 4 bars and restaurants doing live music every weekend, for example. It’s very vibrant. There are so many different things to do.”

Photo credit: David Brown Photography

Stunning location

Surrounded on all sides by mountains, rich farmland and forests and situated on the artery of the River Tummel, Pitlochry is viewed as a glimpse of the Highlands within Perthshire.

Whilst location is not everything, its beauty has played a part in its success, according to Sally.

“It is no one single thing but I do think the social media and photography age has helped Pitlochry. You don’t need to do as much now. Essentially, visitors are doing it for you. There is so much visual sharing.

“Before, you had to sit around and watch the slides of Granny’s holiday on the projector. Nowadays, people are visiting and sharing images all of the time. We could not have afforded that publicity, before.”

During Monday’s celebration, author and Explorers Garden Landscape and Garden Manager, Caroline Bavey, discussed her book: From Heather to Himalayas: Walking in the footsteps of Scotland’s Plant Hunters.

The Explorers Garden is open, free, this year as part of the Festival Theatre’s 75th anniversary celebration.

Photo credit: David Brown Photography