VisitScotland have run two growth fund programmes during this administration.
The current VisitScotland Growth Fund programme, which runs from 2014-15, has to date approved £288,486 of funding to 12 tourism industry partnerships.
During the previous growth fund programme (2011–14), £1,109,268 of funding was awarded to 30 groups throughout Scotland.
Details of the awards, provided by VisitScotland, including a breakdown by local authority, where applicable, are in the following tables:
Area/Local Authority
|
Recipients name
|
Project Description
|
Amount
|
Aberdeen City and Aberdeenshire
|
Golf Aberdeen City and Shire
|
Campaign aimed at increasing awareness of the region as a golfing destination and increasing golfing visitors through familiarisation trips, website creation, event and exhibition attendance, print and online marketing.
|
£22,500
|
Argyll and Bute
|
Gardens of Argyll and Bute
|
To increase visitor numbers to Argyll and Bute gardens and increase the number of gardens in the group, carried out through the use of websites and social media in conjunction with Argyll and the Isles Tourism Cooperative.
|
£12,202
|
Dumfries and Galloway
|
South of Scotland Golfers' Association
|
To promote Dumfries and Galloway as a region with a varied and good value golf product using online and print marketing.
|
£10,000
|
East, Mid and West Lothian
|
Visit West Lothian
|
Promotion of West, Mid, and East Lothian as a key stopover and destination to the group tour market.
|
£11,900
|
East Lothian
|
East Lothian Golf Tourism Alliance
|
Promotion of East Lothian’s golf product, bringing in ancillary services such as food and drink and accommodation.
|
£22,280
|
Edinburgh, City of
|
Marketing Edinburgh
|
The development of the North American market to secure additional business for the members of Marketing Edinburgh Ltd and the city of Edinburgh as a whole.
|
£39,100
|
Highland
|
Cairngorms Business Partnership
|
Cairngorms Business Partnership series of themed mini-campaigns, either product (e.g. cycling) or location specific (e.g. Aviemore).
|
£35,000
|
Perth and Kinross
|
Golf Perthshire
|
Maximising the golfing legacy from The 2014 Ryder Cup in Perthshire.
|
£15,414
|
South Ayrshire
|
South Ayrshire Council Year 3
|
Arts and cultural festival designed to complement the creativity and variety of the work of Robert Burns and his legacy. Specific activity includes newly designed programme, targeted distribution strategy and new outdoor display elements.
|
£14,000
|
Stirling
|
Destination Stirling
|
Establishment of a new destination organisation, set up on the back of a Scottish Enterprise funded strategy and with backing from VisitScotland and Stirling Council, to take advantage of 2014 opportunities.
|
£26,000
|
Stirling
|
Breadalbane Tourism Co-operative
|
Campaign designed to build on Ring of Breadalbane Explorer hop-on, hop-off bus and promote ‘Rings’ beyond the bus, such as walking and cycling (on and off-road) routes.
|
£10,000
|
National
|
The Scottish Licensed Trade Association
|
To promote a positive image of Scottish pubs by telling ‘little heard of stories’ associated with pubs across the length and breadth of Scotland using a variety of marketing and communication tools.
|
£60,000
|
National
|
Sail Scotland
|
To increase visitors from key target markets through consumer exhibitions and promotional marketing.
|
£22,500
|
Area
|
Group Name
|
Project Description
|
Amount
|
Aberdeenshire
|
Deeside and Cairngorms Ltd
|
Activity aimed at improving consumer information and interest in the area. It incorporated website development; facilitating interaction via smartphones; a Victorian Heritage Trail marketing initiative; data collection and e-flyers; and the reintroduction of Deelicious magazine for the area.
|
£21,000
|
Argyll and Bute
|
Ardnamurchan Tourist Association
|
To attract new visitors to Ardnamurchan outwith the summer months through a PR campaign and online advertising in specialist walking and photograph publications and mainstream media. The group also wanted to increase online presence through website redevelopment.
|
£8,176
|
Argyll and Bute
|
Oban and Lorn Tourism Association
|
This campaign aimed to raise awareness of Oban as the Seafood Capital of Scotland and associated tag line – Closer Than You Think – and to grow website traffic and the overall online community.
|
£21,000
|
Argyll and Bute
|
Bute Marketing
|
A marketing plan to attract additional visitors through a joined-up approach and targeted marketing.
|
£37,000
|
Argyll and Bute
|
Holiday Mull and Iona
|
To enable the provision of detailed information via website and a printed guide for Mull and Iona. Distribution of the guide and a PR campaign to guide people to available offers on the islands and prompt people to register their details on the Mull and Iona website.
|
£7,500
|
Argyll and Bute
|
Argyll and the Isles Tourism Cooperative Ltd
|
To raise awareness of the region as a high quality destination to consumers.
|
£63,500
|
Argyll and Bute, Stirling and West Dunbartonshire
|
Love Loch Lomond
|
The first year (2011) of a projected three year project focusing on off-season activity to encourage visitors both to stay and spend in the area around Loch Lomond.
|
£40,200
|
Argyll and Bute, Stirling and West Dunbartonshire
|
Love Loch Lomond
|
Funding given in 2013 to build on the success of 2012 campaign, focusing on opportunities provided by the Year of Natural Scotland. The core target markets were UK Younger Domestic Explorers and Mature Devotees segments (Scotland, Northern England and the Midlands), and near European touring markets.
|
£42,500
|
Dumfries and Galloway
|
7stanes
|
To grow the family and beginner markets during 2013 as part of the overall strategy to become self-funding and to keep, strengthen and grow their specialist mountain bike user market.
|
£33,000
|
East Lothian
|
East Lothian Golf Tourism Alliance
|
To maximise awareness of East Lothian’s world class golf product in key markets using multiple channels and provide a clear booking method to convert interest into bookings. Utilise the opportunity to boost business in the area and to receive worldwide media exposure from the Open having been held Muirfield in 2013.
|
£38,750
|
Edinburgh, City of
|
Festivals Edinburgh
|
Funding given in 2011 to capitalize on the opportunities presented by the London Olympic and Paralympic Games and the Year of Creative Scotland, including targeting international markets to encourage extension visits; and to support the growing staycation market.
|
£65,000
|
Edinburgh, City of
|
Festivals Edinburgh
|
Funding given in 2013 to enable Festivals Edinburgh to target two key markets; German cities with direct routes to Edinburgh, and Northern English cities (Manchester and Newcastle)
|
£65,000
|
Falkirk
|
Falkirk and District Town Management
|
Visit Falkirk aimed to attract visitors into the Falkirk region (rather than just the town) using new itineraries in conjunction with business offers, with key attractions as the hook. The primary market was families within suitable drive time, and emphasis on cross-selling attractions and changing people’s perceptions of the Falkirk area.
|
£51,000
|
Fife
|
Fife Golf Partnership
|
To promote Fife as a golfing destination, expanding beyond just St Andrews and maximizing the potential of the region. To be done through a mix of promoting itineraries and packages, golf trails, golf events, trade show attendance and digital marketing.
|
£32,000
|
Glasgow City
|
Glasgow City Marketing Bureau
|
With key industry groups in the city (Glasgow’s Leading Attractions, Restaurant Association, and Mackintosh Heritage) target the Northern Irish market for Autumn and Spring campaigns in partnership with Stena Line.
|
£55,000
|
Highland
|
Destination Loch Ness
|
To further develop online activity, targeting visitors from England and Central Scotland with social media such as Twitter, Facebook, Flickr and YouTube.
|
£17,300
|
Highland
|
Cairngorms Business Partnership
|
The project sought to enhance the visitor experience by providing a one stop shop to the Cairngorms National Park.
|
£59,570
|
Highland
|
Celtic Fringe Tourism Association
|
A tie up between Celtic Fringe Wester Ross Tourism Association and the Gairloch Business Association to promote the area under the Wild About Gairloch theme for 2012-13. Matching events and activities throughout the year with online accommodation offers and promoted through advertising and PR.
|
£8,368
|
Highland
|
Cairngorms Attractions
|
To attract more families from the Younger Domestic Explorer segmentation on short breaks from mainstream Scottish cities in the central belt, and to raise the profile of the Cairngorms Attractions Group attractions as a source of family entertainment in the Highlands for those visiting the area.
|
£15,000
|
Highland
|
Highland Golf Links
|
Funding given in 2011 for joint marketing activity focused on search engine optimization for the website, the development of stay and play packages, a PR campaign and trade show and consumer exhibition attendance.
|
£50,000
|
Highland
|
Highland Golf Links
|
Funding given in 2012 for further development of stay and play packages and trade and corporate market awareness and visits.
|
£41,000
|
Highland
|
Scottish Snowsports Marketing Group
|
To develop existing and new market segments (committed skiers and boarders and people who enjoy outdoor activities but have not yet tried snowsports).
|
£24,000
|
Moray
|
Banffshire Coast Tourism Partnership Limited
|
To develop Banffshire Coast as a high-quality and attractive destination through improving the quality of the visitor experience and quality of tourism operators; fostering joint working; providing training and business support; identifying new products to fill gaps; raising the profile of the area; developing baseline information and monitoring improvements; and working towards a Destination Management structure.
|
£10,000
|
North Ayrshire
|
VisitArran
|
Marketing campaign designed to address falling visitor numbers to the island. It used a range of channels to target specific audiences with the aim of building on both new and existing markets.
|
£40,000
|
Perth and Kinross
|
Perthshire Business Tourism Group
|
Funded in 2011, the initiative brought together a range of accommodation, venue and activity providers and producers in the area to promote Perthshire as an attractive and competitive rural business environment destination for meetings, conference, events and incentive market.
|
£18,500
|
Perth and Kinross
|
Perthshire Business Tourism Group
|
Further funding in 2012 to specifically target two identified markets - Germany and the Aberdeen business market – through a mix of business events, familiarisation trips, PR and online activity.
|
£15,300
|
South Ayrshire
|
South Ayrshire Council Year 1
|
Funded in 2011 to undertake arts and cultural festival and complementary marketing activity to celebrate Robert Burns in a modern and contemporary way. Specific activity included creation and development of an interactive festival website; collaborative working with local businesses and local and national media and radio advertising.
|
£25,000
|
South Ayrshire
|
South Ayrshire Council Year 2
|
Funded in 2013 for the Burns an’ a’ that! Festival which reflected a wide genre of musical, arts and cultural, literary, food and drink and children’s events to both commemorate the significance of Robert Burns in history and reflect the contemporary modern icon.
|
£14,886.6
|
West Lothian
|
Visit West Lothian
|
To establish West Lothian as a key stop-off destination to the group tour industry by engaging with this industry by developing a persuasive package to tap into this market.
|
£5,760
|
National
|
Wild Scotland
|
Provide opportunities for Scottish wildlife and adventure tourism businesses to market to UK consumers through developing new and maintaining existing relationships with UK media; developing high quality video content and engaging more actively with consumers.
|
£7,044
|
National
|
Cruise Scotland
|
Promoting Scotland to cruise ship operators and itinerary planners to encourage them to include more Scottish ports of call in future itineraries.
|
£11,375
|
National
|
Connoisseurs Scotland
|
Group of luxury hotels across Scotland, promoting luxury accommodation, fine dining and spas, targeting the Spanish and French markets through press and trade agents. Also looking to target customers through use of smartphone technology by both app and optimised website development.
|
£34,212
|
National
|
Thistle Marketing Group
|
To promote Thistle – Scotland’s Best Holiday Parks (4 and 5 star VS properties) as representing the best holiday and touring parks in Scotland, offering quality and value for money.
|
£14,412
|
National
|
Scottish Country Sports Group
|
To promote Scotland as a destination to enjoy high quality Country Sports breaks, through revamping of its portal to make it easier to access information and convert bookings. The target market was UK and European Country Sports enthusiasts with a focus on Germany, Spain, Portugal and Scandinavia.
|
£18,750
|
National
|
Scottish Racing
|
To attract new and previous audiences to Scottish racing, while at the same time, promoting other local attractions and overnight stays. To be achieved through TV and radio advertising along with PR and social media activity.
|
£65,000
|
National
|
Go Rural Ltd
|
To encourage visitors out of Scottish cities and into rural areas of Scotland. From an agritourism project from the Scottish Enterprise Rural Leadership programme.
|
£33,164
|