Tourism in Midlothian is set to receive a new boost, thanks to funding secured by Midlothian Tourism Forum.
Midlothian Tourism Forum have secured funding from the VisitScotland Destination and Sector Marketing Fund.
The funding of £18,000 is a share of £3 million to promote responsible and sustainable staycations from this autumn through to early spring 2022. The Destination and Sector Marketing Fund, administered by VisitScotland as part of the recovery programme on behalf of the Scottish Government, was established to develop strong collaborative visitor campaigns to position Scotland as a year-round destination for the UK and Irish market, whilst aligning with post-Covid consumer trends such as workcations, voluntourism and wellness. The fund opened for applications on 1 June and was split into three tiers, focusing on city, regional and national tourism groups.
Ian Gardner, Chair of Midlothian Tourism Forum, said: ‘We are delighted to receive this new funding from VisitScotland, which is the highest amount to be awarded in the tier for regional groups. The successful application from Midlothian Tourism Forum will encourage more family visits to the area, by providing inspirational ideas for places to visit and things to do, as well as places to eat and drink, and promoting them through a mix of channels. We hope this will bring a real boost for tourism and hospitality businesses across the area between November and March, after such a difficult period. Midlothian Tourism Forum is the only organisation which brings together local businesses with Midlothian Council and VisitScotland to promote and develop tourism in Midlothian. Any local businesses interested in getting involved should contact Liz Young at firstname.lastname@example.org for more details.’
VisitScotland Regional Director Neil Christison said: “This funding will provide a vital boost for Midlothian Tourism Forum as the industry continues to recover from the devastating impact of COVID-19 by promoting the region to families and helping to extend the visitor season throughout the quieter winter months. Tourism is a force for good – creating economic and social value in every corner of Scotland and enhancing the well-being of everyone who experiences it. VisitScotland is focused on the recovery of the industry, building a destination and visitor experience which allows tourism and events to flourish now and in the future. We will continue to work with, and support, businesses to ensure we rebuild this vital part of Scotland’s economy.”
The Destination and Sector Marketing Fund is part of the Scottish Government’s £25 million investment in the tourism sector. It will help deliver the post-Covid recovery programme developed by the Scottish Tourism Emergency Response Group (STERG) and the Scottish Tourism Recovery Task Force.