From Tuesday 01 June, tourism organisations across North Ayrshire and Scotland will be able to apply for funding to promote key visitor destinations to the domestic market in a responsible and sustainable way, helping the sector to recover from the coronavirus pandemic.
Administered by VisitScotland, the £3 million Destination and Sector Marketing Fund will support eligible groups develop strong visitor marketing campaigns that position Scotland as a year-round destination to the UK and Irish markets. The Fund will be split into three tiers:
Local Destination Organisations, Marketing Groups and non-Pan Scotland Sector Groups (with awards between £10k and £20k);
Regional Destination Organisations and Pan Scotland Sector Groups (with awards between £40k and £80k); and
City Region Award Programme (with awards on offer between £50k and £100k);
It is part of the £25 million investment in the tourism sector and will help deliver the post-COVID recovery programme developed by the Scottish Tourism Emergency Response Group (STERG) and the Scottish Tourism Recovery Task Force.
Tourism Minister Ivan McKee MSP said:
“It’s been an incredibly difficult year for our tourism and hospitality sectors. However, as we 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, a commitment backed by £25 million of investment. Scotland is one of the world’s most iconic destinations and we must work together to deliver a sustainable recovery.”
Kenneth Gibson MSP added:
“Not only Arran and Cumbrae could benefit; communities across Cunninghame North may also be able to.
“Visit Scotland has put together a very helpful selection of papers identifying key consumer trends with suggestions of how they can be translated into visitor propositions to help groups base their application for instance around food and drink or having local experiences.
“I strongly recommend visiting the information and application page sooner rather than later.”
Destination & Sector Marketing Fund Guidance can be found here.
Director of Industry & Destination Development at Visit Scotland and Chair of STERG Riddell Graham, said:
“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. We’ll continue to work with, and support, businesses to ensure we rebuild this vital part of Scotland’s economy.”
Tier 1 closes on 29 June, Tier 2 closes on 13 July and Tier 3 closes on 23 July.