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As one of Scotland's Great Trails, running 134 miles coast to coast across central Scotland, The John Muir Way presents both a unique outdoor experience and a fantastic growth opportunity for local businesses and attractions along the route.

CSGNT secured funding from LEADER and local authorities along the route for a two-year project to increase awareness and use of The John Muir Way and to engage with businesses to work collaboratively to realise the economic benefits to central Scotland. The project began in May 2018.

A second tranche of LEADER funding was secured to extend this work through to February 2021. This second project also includes a JMW visitor survey and development of a revenue generation business plan that could contribute to the cost of managing the route. This work is also supported by Scottish Enterprise and CSGNT.

Project Aims

The chief aim of the marketing project is to promote The John Muir Way as a key tourism asset linked to the area’s natural and cultural heritage, in order to achieve a greater share of the large and growing market for walking and cycling tourism and recreation – and the associated economic benefits.

More footfall on the route will create opportunities for business growth and development, which in turn will contribute to stronger and more sustainable local economies, and improved facilities for visitors and communities alike.

The project will lay the groundwork for an integrated approach to promoting The John Muir Way – where the business offering is developed and promoted in tandem with the route.

The aims of the second project are to:

  • develop a more sustainable financial model for managing the John Muir Way
  • develop the values and potential of the JMW brand
  • increase footfall and benefit to businesses, and
  • collect up to date information on route usage, spend and user profiles.

For further information, contact Gavin Morton, John Muir Way Marketing & Business Engagement Officer, at This email address is being protected from spambots. You need JavaScript enabled to view it., or Elaine Macintosh, John Muir Way Development Officer, at This email address is being protected from spambots. You need JavaScript enabled to view it..

Funding acknowledgement

This work has been financed by the Scottish Government and the European Community through the LEADER 2014–2020 Programme, by Local Authorities along the John Muir Way, Scottish Enterprise and the Central Scotland Green Network Trust. Total funding is £274,840.