VisitScotland Destination and Sector Marketing Fund

Support provided by Visit Scotland

What does this involve?

This fund is now open for applications. Note that the closing date is different for each tier.

This £3 million fund helps destination and sector groups in Scotland use the latest consumer insights to develop and promote visitor experiences both sustainably and responsibly to the domestic market year-round, while also working with communities to rebuild local visitor economies.

A 3-tier approach to funding is necessary to meet the needs of the sector:

  • Tier 1 - City Region Award Programme - awards between £50,000 and £100,000
  • Tier 2 - Pan-Scotland sector groups and regional destination organisations - awards between £40,000 and £80,000
  • Tier 3 - Local destination organisations, marketing groups and non-pan Scotland sector groups - awards between £10,000 and £20,000

This one-off fund is being delivered on behalf of the Scottish Government by VisitScotland, which is the awarding body for this fund. The fund is part of the post-COVID recovery programme developed by the Scottish Tourism Emergency Response Group (STERG) in collaboration with members of the Tourism Task Force.

Am I eligible?

The fund is open to destination and sector groups across Scotland

It is intended to help these groups develop and promote new visitor propositions that are aligned with post-COVID-19 consumer trends and responsible tourism principals. These should focus on driving demand and positioning Scotland as a year-round destination for the domestic and Irish markets.

This fund will not support:

  • core or repeated marketing activity
  • business memberships
  • feasibility studies
  • research or business engagement activities
  • new app development
  • capital costs and overheads, such as office or core staff costs or equipment
  • standalone even marketing

Full time employees cannot claim for project management fees.

Read the full guidance on eligibility for each tier on the VisitScotland website before applying.

What does this cost?

This is a free service.

Who is this for?

Destination and sector marketing groups in Scotland.

How long does this take?

The fund is being launched in a phased approach, with the guidance document available from 12 noon on 28 May 2021.

The fund is open for applications on 1 June 2021 - applications should be completed on VisitScotland.org.

The fund will close at different times for each tier:

  • Tier 1 deadline - 29 June at 3pm
  • Tier 2 deadline - 13 July at 3pm
  • Tier 3 deadline - 23 July at 3pm

Once applications are submitted, a rolling assessment process in in place to allow assessments to be carried out as soon as applications are submitted.

Important information

There will be two panel phases for the fund. In phase 1, applications will either be successful or deferred. If an application is deferred, the applicant group will have the opportunity for one round of feedback from the fund team and then will be able to resubmit to a second phase panel.

If an application is rejected at the second phase panel, there will be the opportunity to appeal this decision.

Applications will not be assessed on a first come, first serve basis. No awards will be made until the closing date of tier 3, so the overall volume of applications will be known.

Next steps

Go to the VisitScotland website to read the full guidance and if eligible, apply before the closing date.

Support provided by Visit Scotland

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