finance

Scottish Government launches £3 million fund for tourism sector



The Scottish Government has announced a new £3m fund for the tourism sector, aimed at supporting eligible groups develop visitor marketing campaigns that position Scotland as a year-round destination to the UK and Irish markets.

Administered by VisitScotland, the Destination and Sector Marketing Fund opens for applications on 1 June and will be split into three tiers, focusing on city, regional and national tourism groups.

These are the City Region Award Programme – with awards on offer between £50,000 and £100,000 – the Regional Destination Organisations and Pan Scotland Sector Groups – with awards between £40,000 and £80,000 – and Local Destination Organisations, Marketing Groups and non-Pan Scotland Sector Groups – with awards between £10,000 and £20,000.

The funds form part of the £25m investment in the tourism sector which is designed to deliver post-Covid recovery, developed by the Scottish Tourism Emergency Response Group (STERG) and the Scottish Tourism Recovery Task Force.

Tourism Minister Ivan McKee said: “It’s been an incredibly difficult year for our tourism and hospitality sectors but, as we begin to reopen the economy and domestic travel resumes, this new fund will help to promote some of Scotland’s most scenic beauty spots to our closest markets.

“The fund stems from the work of the Scottish Tourism Recovery Taskforce and demonstrates our commitment to getting the sector firmly back on its feet again.”

Director of industry and destination development at Visit Scotland and chair of STERG, Riddell Graham, said: “By using the latest insights, groups across Scotland will develop and promote visitor experiences both sustainably and responsibly to help stimulate demand in the domestic market all year-round.

“VisitScotland is focused on the recovery of the industry, building a destination and visitor experience which allows tourism and events to flourish now and in the future.”

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