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Destination & Sector Marketing Fund

Fri 28 May 21

A new £3 million VisitScotland Destination & Sector Marketing Fund has been launched as part of a national tourism recovery strategy.

This is one of the 10 recovery proposals, developed by the Scottish Tourism Emergency Response Group (STERG) in collaboration with the Tourism Task Force and is part of the £25 million tourism recovery programme, announced in March. The Fund will be managed and delivered by VisitScotland. 

This fund will support destination and sector groups across Scotland in the development and promotion of unique visitor propositions that are aligned to post-COVID-19 consumer trends, responsible led and focused on stimulating demand for Scotland year-round in the domestic market.

The fund will operate across three tiers:

  • Tier one City Region Award Programme (awards between £50,000 – £100,000)
  • Tier two – Pan Scotland Sector Groups & Regional Destination Organisations (awards between £40,000 – £80,000)
  • Tier three – Local Destination Organisations, Marketing Groups & Non-Pan Scotland Sector Groups (awards between £10,000 – £20,000) 

Guidance and information on how to apply is now available with applications opening for all tiers on Tuesday 1 June, and with staggered closing dates for each tier.

The Destination & Sector Marketing Fund has been designed to help accelerate the recovery of Scottish tourism in the immediate to medium term, by focusing on the domestic market.

By using the latest insights, destination and sector 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. We’ll continue to work with, and support, businesses to ensure we rebuild this vital part of Scotland’s economy.

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

Got questions?

We’d like to invite you to join our webinar, hosted by our Senior Marketing Fund Manager, Emma Hallington, who will provide more detail about the fund criteria and eligibility, with an opportunity for you to ask questions.

The webinar briefing will take place on Wednesday 2 June 2021, from 2pm – 3pm. Sign up today and join us.

Photo by <a href=Esteban on Unsplash" title="Photo by Esteban on Unsplash" />

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