In March 2021, the First Minister announced a new £25 million tourism recovery programme. The recovery proposals were developed by the Scottish Tourism Emergency Response Group (STERG) in collaboration with members of the Tourism Task Force and represent initiatives which are over and above the scope of current public agency funding.
It’s the recommendation of STERG and the Tourism Task Force that these proposals will not only accelerate recovery in the short term, allowing tourism to once again contribute to communities and to the economy of Scotland, but will provide the foundation for a sustainable recovery of Scottish tourism in the medium to long term, setting us back on track towards the ambitions of Scotland Outlook 2030.
The Scottish Tourism Emergency response Group (STERG) is coordinating the delivery of these projects. The 10 recovery proposals are all at various stages of development and this page gives a brief status update:
- International demand building
- Destination and sector marketing fund
- ScotSpirit Holiday Voucher Scheme – social tourism
- Days Out incentive scheme
- Visitor management strategic infrastructure planning and delivery
- Tourism and Hospitality Talent Development Programme 2021/22 (phase two)
- Leadership development to boost product innovation
- Destination Net Zero
- Scottish Tourism Observatory
- Investment models to support Scottish tourism recovery
1. International demand building
Key to being able to capitalise on future visits to Scotland in 2022 and beyond, is keeping Scotland top of mind for potential visitors. When people are pulling together their short list of places they want to visit first, when it is safe to do so, we want to ensure Scotland is on that list.
Project owner | VisitScotland and partners
VisitScotland is just scratching the surface of opportunity in key markets. For potential visitors in our key markets that know of Scotland, there is good intent to visit as soon as it is safe to do so. Equally, there are high numbers of people with intent to travel, where we have the opportunity to inspire a visit to Scotland whether that’s from short haul visitors in Europe or long haul visitors from North America, Australia and China. Therefore we need a demand building strategy and approach that ensures we keep Scotland top of mind.
Given strong global competition and investment in marketing from competitor destinations it is recommended that an enhanced programme of activity is in place from no later than the last quarter of 2021 and continues for the next 35 years in order to get to pre-pandemic levels of visitor spend. This activity would also support the positioning of Scotland’s global reputation as a Responsible Tourism Destination and align with other key strategies around inclusion, wellbeing, active travel etc.
An enhanced programme of awareness activity will make it easier to drive bookings with enhanced conversion levels from international markets when the time is right and ensure we can meet our strategic objectives of delivering seasonal and regional spread of visitors across Scotland.
Proposed timing: Planning – April – June. Activity in market from September – March.
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Anticipated outcome |
Status update: December 2021 |
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2. Destination and sector marketing fund
A targeted marketing fund to support destinations and sectors to deliver measurable increases in domestic visitors with a focus on making Scotland an attractive year round destination, increasing Scotland’s share of the domestic market, grow the shoulder months and continue to attract new audiences looking to enjoy sustainable holiday’s closer to home.
Project owner | VisitScotland and partners
The fund will be complimentary to VisitScotland’s domestic marketing activity which aims to raise awareness of Scotland within the UK, supporting destination and sector organisations to convert interest into bookings by taking bookable product experiences to market working collaboratively with businesses and each other.
This is a three tiered competitive funding programme targeted at Destination and Tourism Sector Organisations to fund marketing activities, campaigns and product experience development. The fund does not require match funding and looks for applications to demonstrate sector or destination proposition development as well as including comprehensive promotional marketing plans.
Proposed timing: Fund launched 1 June.
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Anticipated outcome |
Status update: December 2021 |
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3. ScotSpirit Holiday Voucher Scheme – social tourism
VisitScotland is working with Shared Care Scotland, the regional Carer Centre Network and The Family Holiday Association to deliver a holiday voucher programme offering low income families and unpaid carers in Scotland a subsidised two to three night break or day visit in Scotland, while also supporting the tourism industry to recover by stimulating demand for accommodation and visitation to attractions during off peak periods.
Project owner | VisitScotland and partners
The ScotSpirit Holiday Voucher Scheme is now live for business sign ups. The programme will, for a specific period, supplement core activity undertaken by VisitScotland and the Scottish Government on the basis that the COVID-19 outbreak has had a particularly detrimental impact on our most vulnerable groups including people living in poverty situations, older persons, persons with disabilities, youth, and those caring for vulnerable individuals.
The programme subsidy will cover breaks and day visits from September 2021 until December 2022 up to the value of £400 for an overnight break and £200 for a day visit. Allocation and distribution of the vouchers will be managed by the respective Charities. VisitScotland will manage the voucher scheme business directory and process the payments for Family Holiday Association bookings. Regional Carer Centres will process the payment of any bookings made by them locally.
Proposed timing: Target business launch date August and beneficiaries launch October.
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Anticipated outcome |
Status update: December 2021 |
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4. Days Out incentive scheme
While there is evidence of pent up demand for holidays at home, our experience of 2020 highlighted strong interest in countryside activities with consumers more confident about being in open spaces. This is a trend we are now seeing repeated in 2021 which is having a negative impact on the attraction, activity and tour sectors.
Project owner | VisitScotland and partners
For a limited time period we will incentivise Scottish residents to explore more of Scotland through a days out campaign and a ticket discount promotion to incentivise trips while we are more reliant on the domestic market.
Eligible businesses will be invited to take part in the promotion, to stimulate visitation during the quieter periods. The scheme will be supported by a days out campaign to raise awareness of the great attractions and experiences to be enjoyed.
Proposed timing: Business launch date October / consumer launch date November
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Anticipated outcome |
Status update: December 2021 |
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5. Visitor management strategic infrastructure planning and delivery
A new Visitor Management Strategy has been developed by a cross agency Steering Group to ensure a co-ordinated approach to Visit or Management aligned to the vision of Scotland Outlook 2030. The COVID-19 pandemic has resulted in unprecedented visitor demand in many parts of Scotland, highlighting both the enormous potential of our tourism sector and significant challenges we face to develop the capacity of our current visitor infrastructure and services and to increase responsible enjoyment of the countryside.
Project owner: VisitScotland and partners
The new Strategy has four strategic pillars; information and education; investment; planning and governance; becoming and remaining a world leader in Visitor Management.
Initial work has been undertaken by the Investment sub group to establish priority initiatives needed to address key issues such as capacity, public safety, peak time impacts and visitor transportation. Investment is required in infrastructure and a network of sustainable travel options offering a viable and attractive option to car use.
This proposal seeks to address strategic infrastructure issues which are not possible through the usual Regional Tourism Infrastructure Fund (RTIF) and other funding routes by providing capital funding for permanent , strategic developments which are causing significant barriers to the development of responsible tourism destinations and are so significant in scale and complexity that they cannot be delivered by community groups or LAs without major capital investment.
Proposed timing: Interim review by 31/10/21. Final plans due for completion by 31/12/21
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Anticipated outcome |
Status update: December 2021 |
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Across two rounds of the pilot Strategic Tourism Infrastructure Development Fund, 11 applications have been supported. Development plans will be produced by councils in Orkney, Comhairle nan Eilean Siar, Argyll & Bute, Dumfries and Galloway, Perth and Kinross, East Lothian, City of Edinburgh and the Highlands; as well as the Cairngorms National Park Authority and two from Loch Lomond and the Trossachs National Park focusing on East Loch Lomond and the West Loch Lomond/Cobbler corridor. The Development plans are due for completion late 2021 / early 2022 |
6. Tourism and Hospitality Talent Development Programme 2021/22 (phase two)
A national, industry led, training and skills development programme, designed to motivate and develop top talent in order that we can recover from the significant impact that the COVID-19 pandemic has had across the tourism and hospitality sectors in Scotland.
Project owner | Skills Development Scotland and partners
The key challenges that we are facing as an industry can only be adequately dealt with by having in place strong leadership and management across all areas of our industry. This programme will give the future leaders of our industry the skills, knowledge and networks to make an impact when the green shoots appear.
Proposed timing: September 2021 to April 2022
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Anticipated outcome |
Status update: December 2021 |
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7. Leadership development to boost product innovation
A programme of leadership skills development for Scotland’s tourism industry is delivered which recognises the importance of leadership in helping the sector recover from COVID-19 and working with the previous programme alumni, the Tourism Leadership & Recovery Fund to support recovery is delivered.
Project owner | Enterprise Agencies and partners
The leadership programme will run until March 2022 and comprise of a mix of opportunities for leaders throughout Scotland including short (three-day introduction) and longer (four - five month) courses focused on Destination Leadership Skills.
Short courses will be available from August onwards. Longer courses from September. All delivery will be online and free to Scottish learners increasing reach and flexibility. Leaders are invited to apply from community tourism; city tourism; rural tourism and sub sectors. Read more.
Proposed timing: Launched - programme to run until March 2022
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Anticipated outcome |
Status update: December 2021 |
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The Scottish Tourism Leadership Programme
Tourism Leadership & Recovery Fund
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8. Destination Net Zero
Through the Programme, the Scottish Government will invest £0.75 million of revenue and £3.2 million of capital funding during 2021/22 to develop and deliver progress towards a net zero pathway for Scottish tourism which in this first year will build evidence and partnerships, prioritise deliverable investment on low carbon recovery and renewal and drive innovation for environmental, economic and social benefits. The programme will support Scotland’s tourism industry on the journey to net zero via practical advice, funding and research.
Project owner | Enterprise Agencies and partners
This Programme aims to support Scotland’s tourism sector to transition to a low carbon future through globally recognised leadership in responsible, sustainable managed growth - to be a leader in 21st century tourism.
This funding will be delivered by Highlands and Islands Enterprise, Scottish Enterprise, South of Scotland Enterprise and VisitScotland working with businesses and key stakeholders. The programme, formally known as Net Zero Pathway for Scotland, has officially launched and you can read more on the dedicated page.
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Anticipated outcome |
Status update: December 2021 |
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9. Scottish Tourism Observatory
A key commitment of the 2030 Tourism Strategy is that 'We will use the best quality data and insights available at national, regional and local level to support planning, prioritisation and monitoring our progress in delivering this strategy.' The Strategy also recognises the role of data in securing a sustainable future – 'We will establish measures to help Scottish tourism businesses commit to sustainable practices.'
Project owner | VisitScotland and partners
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 available and usable by all, and would exploit data developments and innovations to expand our knowledge further. It will support Scotland’s tourism industry to successfully recover from COVID-19 and help to ensure its future resilience, by facilitating robust data and insight driven decision making. Find out more about the Scottish Tourism Observatory at our dedicated page.
Poposed timing: minimum viable product will be determined throught the discovery phase
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Anticipated outcome |
Status update: December 2021 |
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10. Investment models to support Scottish tourism recovery
This project aims to identify options for viable new future investment models which will support both recovery and Scotland Outlook 2030 ambitions.
Project owner | Scottish Enterprise and partners
Options for viable new investment models which will support both recovery and Scotland Outlook 2030 ambitions.
Proposed timing: Ongoing
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Anticipated outcome |
Status update: December 2021 |
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An initial discussion has taken place with STERG partners around research findings. This will be followed by a further in-depth session before Christmas to explore options further |
The Strategic Tourism Infrastructure Development Fund
The Strategic Tourism Infrastructure Development Fund is a pilot initiative designed to support more extensive and collaborative projects from visitor hotspots across Scotland that are facing immediate and damaging pressures on their infrastructure or negative impacts on communities as a result of significant increases in visitor numbers since the summer of 2020.
The Strategic Tourism Development plans will identify the key infrastructure issues at various locations, the barriers to be addressed including planning, environmental impact, legal and landowner issues, the costs for the development of the infrastructure, and the timescales required for delivery of the essential infrastructure over the next two - five year period. These development plans are due for completion by the end of December 2021.
Strategic Tourism Infrastructure Development plans - approved
Orkney Island Council. Orkney Infrastructure Development Plan. £35,000.
Key outputs
(1) A prioritised list of strategic infrastructure (physical and digital) projects to be delivered over a five-year period from 2022 together with high-level costings and analysis of key issues and risks.
(2) A comprehensive destination asset audit of (i) existing provision of tourism-specific infrastructure as well as infrastructure and facilities that support tourism (including but not limited to) accommodation, transport, natural and cultural heritage, public conveniences, parking, roads, waste disposal, paths and trails, camping and motorhome facilities; and (ii) existing programmes and projects, both ongoing and planned.
(3) Framework for an Interpretation Strategy, including themes for interpretation and visitor experience, supported by a more consistent and integrated approach which will essentially leverage Orkney’s stories to disperse visitors across the Islands and informing the development of the infrastructure plan.
Dumfries & Galloway Council. Loch Ken – Visitor Infrastructure Plan. £20,250.
The Loch Ken Plan due to be published in June 21 highlights the need for a strategic review of tourist infrastructure around the Loch, both in accurately and consistently measuring the infrastructure currently in place, and identifying opportunities for considered, appropriate and sustainable improvements to align Loch Ken and its visitor offering with the overarching aims of ‘quality’ and ‘sustainability’. A strategic development plan would be an opportunity to embed these aims further and establish what opportunities these aims would bring in terms of visitor infrastructure.
A vital part of the strategic infrastructure review will be to calculate metrics measuring the economic benefit currently being delivered by the Loch currently, as well as the potential economic benefit following the delivery of potential infrastructure items. The plan would establish the tourism infrastructure limitations and opportunities.
The plan will focus on identifying infrastructure assets currently in place and their condition, a signage audit, establishing Land Ownership of potential local authority or Hydro Scheme assets, electric charging infrastructure opportunities, best practice examples at similar sites and projected costings of potential works.
East Lothian Council. East Lothian Visitor Management Plan. £30,000.
Last year exceeded all previous years with an estimated extra 1,000,000 visits to sites in East Lothian despite coastal beauty spot car parks being closed until late June. East Lothian and its coastline is a relatively small area and the visitor management plan would look to cover the whole of county, looking at the relationship between the coastline and the countryside as well acknowledging the role of the key tourist towns namely North Berwick and Dunbar.
Both offer significant opportunities and challenges with visitors and a long term plan addressing current and future pressure points is required. Identifying ways of improving visitor flow throughout the county, and providing alternatives to the usual hotspots will be investigated.
The plan would address issues relating to but not only; transport including parking, public transport and active travel options, litter management, visitor flow, waste services and toilet facilities, business opportunities, specific community issues, seasonality, environmental sensitivities, climate change and sustainability implications. Finally each project identified would be further developed into fully formulated costed briefs to be matched to Council funding priorities and external funding opportunities.
Cairngorms National Park Authority (CNPA). Cairngorms Strategic Tourism Infrastructure Development Plan. £35,000.
The increase in visitors, now amounting to over two million visitors a year, is putting pressure on this heritage and it is imperative that we plan and manage for visitors in a way that reflects this international national asset. A new strategic approach to planning, delivery and management of visitor infrastructure will play a significant part in this process.
CNPA propose to develop a Strategic Tourism Infrastructure Development Plan for the National Park, focusing on four hotspots and one Park-wide issue. Deeside, Cairngorms / Glenmore, the Angus Glens, Snow Roads Route and Park-wide Camping / Caravan issues.
The plan will correspond with the Visitor Management Plans that have been developed with partners in response to the COVID-19 emergency. In particular, the plan will help identify a number of mutually reinforcing projects in specific areas at the visitor pressure points and take them to the stage where they have appropriate designs, accurate cost estimates and, as far as possible, consents in place. This process will greatly facilitate delivery of the projects as further funds become available.
Approved subject to conditions
Perth & Kinross Council. Perth and Kinross Strategic Tourism Infrastructure Plan. £35,000.
Perth & Kinross Visitor Management Group (PKVMG) has identified eight hotspots including Loch Rannoch, Loch Earn, Loch Leven, Loch Tay and Loch Tummel. Perth & Kinross Council propose to appoint a seven-month post to collate data, conduct visitor and community consultation and prepare the Strategic Plan in conjunction with the Visitor Management Co-ordinator and PKVMG.
Step one (2021 camping season – until September / October 2021)
- Gathering and organising more formal evidence about visitor pressures
- Monitoring or surveying visitor experience satisfaction
- Conducting community consultations to identify potential improvements, both infrastructure and staffing approach.
Step two (until December 2021 with some elements running until April 2022)
- Develop a long-term strategic plan and tactical options for season 2022 and beyond.
- Conduct feasibility studies, costings and other preparatory work including:
- Identification and liaison with landowners,
- environmental impact assessments
- ensuring compliance with planning and environmental legislation,
- identifying potential opportunities for partnership with local businesses,
- identifying and pursuing relevant funding opportunities,
- assisting with planning application process etc,
- agreeing future maintenance responsibilities.
City of Edinburgh Council. Pentland Hills Regional Park Sustainable Access Project. £31,500.
Visitor surveys (1998, 2006, 2018) consistently show that up to 85% of visitors travel by car to the Regional Park and the pressure on the limited parking resource has increased year on year with more calls for improvements by visitors and nearby residents who are impacted by displacement parking.
This plan involves the development of strategic active travel routes that link up the major urban areas to the Pentland Hills Regional Park (PHRP). The Strategic Plan would highlight the key improvements required for each pressure point and explore the creation of safer pathways for all user on these routes and how they can be promoted.
The plan will also link in with the NatureScot ambition to greening these strategy routes by creating green corridors which link urban areas to the countryside. The Council will work with Edinburgh & Lothians Greenspace Trust (ELGT) to deliver the Strategic Plan.
Comhairle nan Eilean Siar. Outer Hebrides: Visitor Infrastructure Plan. £25,000.
The project will look at the current profile of visitor activity across the Outer Hebrides and challenges arising, alongside projected areas for sectoral growth which may give rise to future pressure points. It will seek to work closely with, and within, communities across the Outer Hebrides to identify how infrastructure provision can be enhanced in a way that improves outcomes for visitors, local residents and the environment.
The project will:
- Identify what the key challenges of visitor management are across the Outer Hebrides. Looking at how these factors differ in nature and intensity across the island chain and how they are currently addressed.
- Identify key areas for infrastructure improvement, giving an outline of what will be needed to deliver these.
- Support the development of the island’s Green Tourism aspirations, identifying ways in which the local industry can develop and implement environmentally sensitive and carbon neutral approaches.
- Take an overview of the wide range of plans and strategies (local, regional and national) which relate to the visitor infrastructure of the islands, including those in development. Seeking to ensure that points of commonality are identified and that pertinent areas are integrated to the vision of local communities, businesses and agencies.
Loch Lomond and The Trossachs National Park. East Loch Lomond Action Area. £35,000.
A Strategic Development Plan for the area from Drymen to the south east of Loch Lomond, heading north on the popular B837 on the east side of the loch through Balmaha in parallel with the West Highland Way to Rowardennan. The place-based approach to the scoping and planning project will examine how the area can continue to attract visitors whilst reducing vehicular movement and parking capacity issues along the road corridor at problem hotspots (such as Balmaha and Rowardennan).
This became a more obvious and pressing need during summer 2020 following relaxations to the COVID-19 outbreak and the plan will consider how:
- Infrastructure can be developed across the wider area, dovetailing with other transport and facility planning park-wide, currently underway to ensure places can manage increasing numbers of visitors;
- Inadequate existing visitor infrastructure at specific points, such as Balmaha and Rowardennan, can be enhanced by planning and delivering improved services at popular mini destinations, which currently offer no or limited visitor facilities and through the provision of public transport options to reduce vehicular pressures;
- The strategy will embrace the NPA Climate Emergency drive towards net zero development planning.
Loch Lomond and The Trossachs National Park. West Loch Lomond and Cobbler Action Area. £35,000.
The output will be a Strategic Development Plan for the area, created in partnership, from Duck Bay on south east Loch Lomond, heading north on the popular A82 touring route to Inveruglas via Tarbet, where the A83 branches west to Ardgartan. The place-based approach to the scoping and planning project will examine how:
- The wider area can attract and disperse visitors from recognised problem hotspots (such as Luss) on the very popular linear route to less visited sites (such as Arrochar and Inveruglas) as seen by the pressing need during summer 2020.
- Infrastructure can be developed across the wider area, dovetailing with other transport and facility planning park-wide, currently underway to ensure places can manage increasing numbers of visitors.
- Inadequate existing visitor infrastructure at specific points, such as The Cobbler and Duck Bay, can be enhanced by planning and delivering improved services at popular mini destinations, which currently offer no or limited visitor facilities.
- A large eyesore site - the former torpedo range, derelict for many years - can be integrated into the feasibility of future development plans to add to the attractiveness of the area. This site is currently on the market for sale with multiple interests, we will watch to see how the property might be integrated into the planning mix for the wider locations.
- The strategy will embrace the NPA Climate Emergency drive towards net zero development planning.
Highland Council. Highland Tourism Infrastructure Plan. £25,132.
The initial phase of activity (the audit of existing infrastructure) is largely complete and still useful, community feedback, the effects of COVID-19 on tourism and the expected implications of this for future tourism in Highland suggest a much more comprehensive second stage to this plan is required.
The aim is therefore to increase the level of detail in the plan and check some of the proposals and priorities within it with communities and other stakeholders. In order to do this effectively without the distraction and additional demands of the ongoing visitor management required during 2021, the Council proposes employing a dedicated full-time officer on a temporary basis. This first phase of the work would include:
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A brief review of the initial audit to bring it up to date
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Analysis of the consultation responses received from communities and public sector partners and further engagement with them where required
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Identification of other infrastructure development already proposed to avoid duplication
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Identification of future infrastructure required and initial prioritisation
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Engagement with Council services Councillors and Area Committees to ensure both local support but also the practicalities of proposed provision
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Ongoing engagement with communities, partners and other stakeholders throughout this phase (this would likely mirror the “workshop” style approach previously used by the Council when consulting with industry and other partners about a possible tourism levy but could also involve online / webinar type events)
Phased approach to recovery planning
A phased approach is being taken in order to meet specific timescales set by the Scottish Government.
Phase one: A set of priority recovery proposals which outline the immediate support required from Scottish Government in the coming six months to two years. This is over and above the urgent need for ongoing business support to ensure business survival.
On 24 March 2021, £25 million was secured to support the delivery of 10 priority recovery projects.
| Approved funding for year: 2021/22 | Resource | Capital | Total | |
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1 |
International Demand Building | £8 million | £8 million | |
| 2 | Destination & Sector Marketing and Product Development Fund | £3 million | £3 million | |
| 3 | ScotSpirit Holiday Voucher Scheme – Social Tourism | £1.4 million | £1.4 million | |
| 4 | Days Out Incentive Scheme | £4 million | £4 million | |
| 5 | Strategic infrastructure Plans | £0.5 million | £0.5 million | |
| 6 | Tourism and Hospitality Talent Development Programme 2021/2022 | £2.5 million | £2.5 million | |
| 7 | Leadership development to boost product innovation | £0.662 million | £0.1 million | £0.762 million |
| 8 | A Net Zero Pathway for Scotland’s Tourism Industry | £0.75 million | £3.2 milliion | £3.95 million |
| 9 | Scottish Tourism Observatory | £0.8 million | £0.8 million | |
| 10 | Investment models to support Scottish Tourism recovery | £0.05 million | £0.05 million | |
| Total costs for year: 2021/22 | £20.4 million | £4.6 million | £25 million |
Phase two: A package of recovery proposals identified through a comprehensive stakeholder consultation carried out in spring 2021. The proposals, which run until 2024, aim to provide a pathway to recovery for our industry and destinations and are designed to deliver outcomes aligned to Scotland Outlook 2030 at the same time. STERG is continuing to review the proposals, which were submitted to the Scottish Government in August, and assess their value in the long-term recovery, taking into account the ever-changing landscape of the pandemic and its impact on businesses.
Scottish Tourism | Two-year recovery recommendations
Published November 2021
Phase three: Secure the necessary funding and support to implement the two year recovery recommendations.
Benefits
Delivering a tourism recovery and investment plan will deliver benefits which underpin the four key outcomes identified in Scotland Outlook 2030:
- A more resilient, agile sector capable of managing future shocks and change, building longer term sustainability and profitability.
- A greener low carbon exemplar sector which delivers tangible community and social benefit, creating and developing sustainable destinations.
- Skilled sustainable workforce with improved employee working conditions built on fair work principles creating a committed, diverse and valued workforce.
- A globally recognised sector – considered world class in key sectors and providing the very best, authentic and memorable experiences.