Tourism drive wants Susan Boyle to sing praises of West Lothian

IT HAS long had the sort of profile once enjoyed by a forty-something church helper with a cat called Pebbles.

But after years of being overlooked, West Lothian is set to turn to the woman who went from obscurity to international stardom to help establish itself on the tourist trail.

Tourism bosses plan to turn Blackburn resident and global celebrity Susan Boyle into an "ambassador" for the area as part of a new campaign to promote its "hidden gems".

Described currently as a place where "people drive through to get to somewhere else", West Lothian hopes to cash in on the spectacular ascent of the singer since her Britain's Got Talent performance in April last year.

According to the newly formed Visit West Lothian, research shows many people in central Scotland do not know where West Lothian is, never mind visitors from overseas.

Anna Lightbody, tourism executive at the organisation, said officials had made contact with Boyle's management.

She said: "It's such a massive opportunity for us. We know that she cares about her local community and we're just hoping it's something she agrees to do.

"Her rise to fame has put West Lothian on the map. It would be crazy not to try and tap into that."

She said the aim was to use a new website and social media to change people's perceptions about the area.

She said: "It's about changing that mindset that it's just about industry. Often West Lothian is just a place you would drive through to get somewhere else, but everyone that comes here is pleasantly surprised."

A number of events are planned for the area over the coming months, and a new website, www.visitwestlothian.co.uk, has been set up to showcase attractions including the Five Sisters Zoo, Linlithgow Palace and the Almond Valley Heritage Centre.

Launching the campaign, West Lothian Provost Tom Kerr said: "West Lothian is one of Scotland's hidden gems.

"This area is ideal for family outings, with some of the best parks in the country and a broad range of attractions and exciting events on offer every year.

"We are also home to some of the most beautiful and significant historical sites in the country."