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Visit Scotland | Alba
Article published 15/06/2021

Applications are now open for the £3 million VisitScotland Destination & Sector Marketing Fund which launched on the 28 May, 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 available with applications open for all tiers from 1 June, and with staggered closing dates for each tier.

If you missed the webinar, hosted by our Senior Marketing Fund Manager, Emma Hallington, or would like to re-watch, the recording is now available, alongside the presentation. We've also pulled together a handy Q&A document from questions asked during the webinar, which we hope you'll find useful.

Destination & Sector Marketing Fund Webinar

Destination & Sector marketing Fund webinar slides

Published June 2021

Slides used within webinar

Destination & sector Marketing Fund Webinar Q&A

Published June 2021

PDF of questions and answers from the fund webinar

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