Please note that this fund is now closed
About the Fund
Coronavirus (COVID-19) has forced a monumental shift in the tourism industry and as we map our recovery, we must recognise that we are now operating in a new tourism landscape.
With constantly evolving international travel restrictions, stimulating domestic visitor demand and extending the season where possible are crucial to Scotland’s immediate tourism recovery.
The objective of the Destination & Sector Marketing Fund was to encourage destination and sector groups to collaborate and develop strong visitor propositions that are reflective of identified post-COVID-19 trends.
These should be promoted in a responsible way, using targeted campaign activity in the UK and Ireland market, inclusive of the local and day visits market.
By marketing visitor experiences that are aligned to what consumers are looking for in this ‘new’ world and aligning them to the latest consumer trends, it will help to ensure a sustainable recovery going forward.
The total value of the Fund was £3 million. This Fund was part of a wider Scottish Government support package linked to the Tourism Task Force Recovery plan, delivered by VisitScotland.
Recipients of the Destination & Sector Marketing Fund have also been offered a top-up as part of additional funding announced by the Scottish Government in December 2021. This was focused on the extension of the existing seasonal campaigns already planned and will help drive short-term demand in support of recovery.