Clayton Holiday Park, a family-owned holiday park near St Andrews in Fife, Scotland, has reported positive results from a £6 million investment program launched during the COVID-19 pandemic, with management citing increased visitation, expanded amenities, and workforce growth as the business approaches its 60th anniversary in 2026.
The investment, carried out over the past six years, included the construction of a new leisure center featuring a swimming pool, spa, sauna, gym, and café, as well as a £600,000, 18-hole adventure golf course modeled after landmarks from St Andrews’ Old Course.
Much of the development took place while the park was closed to guests because of pandemic restrictions, creating uncertainty about the timing and return on the investment.
Director Andrew Kennedy told The Courier that the projects were already in planning when the pandemic disrupted the tourism industry.
“A lot of the project was being planned when the pandemic hit,” the 47-year-old told The Courier.
“This was a little bit scary because, initially, everything was shut down and we’d spent a lot of money on these projects.
“But after everything opened up again, it meant we could complete them just after.
“There was actually a big boom for the industry because people couldn’t go abroad.
“Caravan parks and holiday parks were really busy.
“So our new facilities took off quite quickly.”
Today, Clayton Holiday Park spans approximately 100 acres in the Eden Valley and offers around 700 pitches, including more than 600 static holiday homes, 50 residential lodges, and 30 touring caravan pitches.
The business traces its origins to 1966, when Andrew Kennedy’s grandparents, Charlie and Val Kennedy, established Clayton Caravan Park after first operating a milk bar along the A91, about two miles west of Guardbridge. The park expanded through the 1980s and 1990s under Andrew’s parents, Colin and Dottie Kennedy, before continuing its growth under the current generation of family ownership.
To coincide with its 60th anniversary, the business is rebranding from Clayton Caravan Park to Clayton Holiday Park, reflecting the broader range of amenities and services now offered.
“When I started, there were 315 pitches, so we’ve grown a lot over the last 20 years,” Andrew said.
“Before 2020, we were doing okay, but we had only a restaurant, bar and a shop.
“To take us to another level, we needed to invest.
“The additions have made us more of a destination for locals.
“The customer breakdown is at least 50-50 between the local community and our holiday homeowners.
“People come from Balmullo, Dairsie, Guardbridge and Dundee to use the pool.”
The new leisure center has also expanded the park’s appeal beyond overnight guests. According to the company, the 16-meter by 8-meter swimming pool has attracted local residents, including visitors from Dundee during periods when the city’s Olympia Leisure Centre experienced closures.
The investment has also been accompanied by employment growth. The number of full-time staff has increased from 35 employees in 2020 to 50 today, reflecting expanded operations and additional guest services.
For outdoor hospitality operators, Clayton Holiday Park’s experience illustrates how long-term capital investment in guest amenities can support business diversification beyond traditional accommodations.
By creating facilities that serve both overnight visitors and surrounding communities, holiday parks may be able to develop additional revenue streams, strengthen year-round engagement, and reduce reliance on seasonal tourism demand.
The park’s strategy also demonstrates how infrastructure investments completed during periods of disruption can position businesses to benefit when travel demand rebounds.
Looking ahead, Kennedy expressed confidence in the future of tourism and holiday parks despite ongoing technological changes.
“Everyone’s looking at AI and wondering if we will still have a business,” Andrew said.
“But people will always look to shut off and get away from the computer, AI, whatever it is.
“I think we will be okay and, hopefully, there will be an upward trajectory for tourism and holiday parks.
“The formula is pretty simple for a holiday park.
“You create a nice, clean and tidy environment for people to relax and have fun.
“Add excellent facilities and customer service, and people will want to spend time at your park.”