Tourism Recovery Programme

The First Minister has announced a new £25 million tourism recovery programme and we thought it would be useful to outline the ten projects that feature as part of phase one. Developed by the Scottish Tourism Emergency Response Group (STERG), in collaboration with the Tourism Task Force, VisitScotland will deliver six out of 10 of the proposals.

Priority recovery proposals led by VisitScotland:

1.International Demand Building:
To support recovery of the Scottish tourism industry by keeping Scotland top of mind with high spending international visitors.
Make Scotland the first-choice destination when international travel is possible again – encouraging forward bookings for late 2021 through 2022 and beyond.
Through increased international profile restore Scotland’s connectivity with key markets working in partnership with transport providers aligned to our route development strategy.
Enable inbound Destination Management Companies selling Scotland through in market retail networks to deliver an enhanced programme of sales and marketing activity to secure incremental bookings of new responsible tourism experiences from priority markets.

2.Destination and Sector Marketing Fund:
To galvanise a national, substantial, coordinated marketing effort to put Scotland front of mind for domestic consumers year-round.
To facilitate a sector and destination led approach in partnership with communities to support the re-building of local visitor economies enabling organisations to extend their reach in targeting potential visitors looking for a domestic holiday.
To support the development and packaging of Scotland’s tourism product into world class visitor experiences aligned closely with long term responsible tourism objectives to ensure a sustainable recovery.

3.Holiday Voucher Scheme:
To introduce a new holiday voucher scheme aimed at supporting industry recovery and creating a more responsible tourism industry which is more socially sustainable and inclusive.The key objectives of the scheme are:

    • To stimulate off-season domestic breaks and day visits for low-income families, unpaid carers and disadvantaged young people by offering subsidised breaks in Scotland.
    • To support the tourism and hospitality sector to recover when lockdown measures have lifted and offer new target group and marketing opportunities.
    • Increase ethical practices by improving health and general well-being of participants.
    • For younger participants we recommend including an educational and skilling aspect offering hands-on experience in conservation work with the benefit of promoting responsible countryside behaviours. This aspect could be delivered in partnership with the National Parks.
    • Increase cooperation between the voluntary and private sectors in the provision of holidays.

4.Day’s Out Incentive Scheme:
To boost regional investment, stimulating spend in areas like attractions, tours and activities, but also complementary areas like food and drink.
To address challenges of low demand stimulating spend on quieter days and encouraging more off-season and non-peak activity uptake.
To help businesses remain viable and build new visitor audiences.
To rebuild consumer confidence in the face of COVID-19.

5. Strategic Infrastructure Plans:
Support the implementation of the Strategic Infrastructure Plans in six of the priority areas identified by the Managing for Visitors Infrastructure & Investment Subgroup over the next two – three years to ease the immediate impact of visitor pressures at key locations, enhancing the visitor experience and delivering greener, sustainable infrastructure development in line with the ambitions of Scotland Outlook 2030.

6. Scottish Tourism Observatory:
The aim of this project is to create a resource for Scotland’s tourism industry which would make necessary, relevant and valuable data, analysis and insight easily accessible, and would exploit data developments and innovations to expand our knowledge further.

Priority recovery proposals – other activity

1.Tourism and Hospitality Talent Development Programme 2021/2022 (Phase 2)
This proposal seeks to develop COVID-19 resilience within the sector and support the response and recovery to the pandemic through an industry-led skills development programme.
It is building upon the successful Tourism and Hospitality Talent Development Programme funded through the Scottish Government National Transition Training Fund which has put 2,000 sector staff through a programme of supervisory, management and leadership training.

2.Leadership Development to boost product innovation:
To develop and deliver a programme of leadership skills development for Scotland’s tourism industry in financial year 2021/22 recognising the importance of leadership in helping the sector recover from COVID-19, building on experience of the successful Destination Leaders Programme (DLP), Communities Leading in Tourism (CLT), and Rural Leadership Programme (RLP).
To create and deliver, working with the industry leaders, including previous programme alumni, an Innovation Recovery Fundto support recovery.

3. A Net Zero Pathway for Scotland’s Tourism Industry:
Scottish Enterprise is leading in partnership with VisitScotland, Highlands & Islands Enterprise and South of Scotland Alliance.To develop and deliver a Net Zero Pathway for Scottish tourism – a five year, two-phased plan, which will:

  • Build evidence and partnerships.
  • Prioritise investment on low carbon recovery and renewal.
  • Drive innovation for environmental, economic and social benefits.

Phase one (2021/2022) will focus on awareness and optimisation.

4.Investment models to support Scottish Tourism Recovery:
To develop and consider options for viable new investment models which will support both recovery and Scotland Outlook 2030 ambitions. Two month project to:

    • Assess the current investment market.
    • Explore the particular needs of businesses within the sector with the view to identifying gaps in investment support and the future focus of any new investment models.

As more details are announced, we will edit this page adding detail as soon as it’s available. The above information is from the VisitScotlad website which you can see here.

Page updated 25/03/21

Contact us direct if you have any questions or concerns and we will do our very best to help.

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