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Destination and Sector Marketing Fund Update

Thu 23 Sep 21

Responsible and sustainable staycations

Tourism organisations across Scotland are set to receive a share of £3 million to promote responsible and sustainable staycations from this autumn through to early spring 2022, through the Destination and Sector Marketing Fund. 

We're administering the Fund as part of the recovery programme on behalf of the Scottish Government. Awards have been confirmed for all three tiers of the fund. 

Scotland’s seven cities will receive between £70,000 and £90,000 under tier one, 36 successful regional destination organisations and pan-Scotland sector groups will secure between £40,000 and £60,000 under tier two and 30 local destination organisations, marketing groups and non-pan-Scotland sector groups have been awarded between £10,000 and £18,000 under tier three. 

The funding will help to develop strong collaborative visitor campaigns that will position Scotland as a year-round destination for the UK and Irish market, whilst aligning with post-COVID consumer trends such as workcations, voluntourism and wellness. 

The Fund opened for applications on 1 June and was split into three tiers, focusing on city, regional and national tourism groups. 

Successful applications needed to ensure that responsible tourism principals were at the heart of their applications, reflecting the importance of working with communities to rebuild local visitor economies and a sustainable recovery.  

The Destination and Sector Marketing Fund is part of the Scottish Government’s £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. 

We all know how important getting a break is, and that is why we are encouraging people to take a staycation. Taking a holiday close to home is an amazing opportunity for Scots, and those from our nearest markets, to see for themselves what the rest of the world has long come here to enjoy.

This fund will help to promote Scotland’s diverse destinations and the many opportunities on offer, to our closest markets, and is part of demonstrating our commitment – backed by £25 million investment – to help the tourism sector get firmly back on its feet and work together to deliver a sustainable recovery.

Ivan McKee, Tourism MinisterThe Destination and Sector Marketing Fund was created to boost the recovery of Scottish tourism in the immediate to medium term by using the latest insights to target the domestic market. The allocation of these funds will support the development and promotion of year-round visitor experiences, both sustainably and responsibly, in our cities and regions.

Due to the huge volume of applications, we made the decision to re-evaluate the maximum award per tier to enable us to increase the number of successful applicants, extending the marketing support to even more destinations. Even so, sadly not all applicants were successful.

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.

Riddell Graham, Director of Industry & Destination Development, VisitScotland and Chair of STERG

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