Tourism vision for the future
A press release from Perth & Kinross Council shared the new Perth and Kinross Tourism Strategy and Action Plan 2025-2030, developed by the Perthshire Tourism Partnership, which sets out a bold vision for the future of tourism in the region.
The strategy focuses on four key areas:
- area promotion and destination marketing
- investment and infrastructure
- market development and internationalisation
- industry growth and resilience
Together, these priorities aim to increase visitor numbers, attract inward investment, develop new tourism products and experiences, and support local businesses to grow and thrive.
With a strong emphasis on recovery following the COVID-19 pandemic, the plan outlines a clear path towards sustainable growth in the tourism sector, ensuring it continues to play a vital role in the economic and cultural life of Perth and Kinross.
Tourism monitoring data for 2023 revealed that the region welcomed 2.3 million visitors, generating £703 million in direct and indirect economic activity.
The total economic impact for local businesses and communities was £641 million, supporting approximately 8,200 full-time equivalent jobs. Compared to 2022, this represents an 8.8% increase in economic impact, a 15.4% rise in visitor numbers, and a 1.5% increase in total visitor days and nights.
The strategy also explores other funding opportunities to support future investment in tourism infrastructure and services.
