Highland Council Commits £80,000 To Marketing The Highlands

28th March 2010

Highland Council and VisitScotland have concluded the 2010-11 Service Level Agreement which commits council funds to VisitScotland, specifically for the delivery of Visitor Information and marketing the Highlands via VisitScotland's national campaigns.

Last week's Highland Council Planning Environment and Development Committee meeting approved the 2010 funding for VisitScotland, committing £80,000 directly, to ensure additional representation of the Highlands in VisitScotland's award-winning national marketing campaigns, including Winter White, Autumn Moments and Perfect Day.

Results of the 2009 Spring and Winter campaigns were previously presented to the Council and recent results from the Autumn campaign show that last year's £80,000 commitment by the Council brought an additional £8.4million into the Highland economy, as a direct result of these VisitScotland campaigns.

Councillor Ian Ross, Chair of the Planning Environment and Development Committee said: "Highland Council is committed to promoting the Highlands as a top year-round destination - we have a high quality tourist product to offer tourists from Britain and further afield. The Council has agreed that £80,000 be directly targeted to tie-in with VisitScotlands national campaigns. The priority will be to focus on Highland priorities such as Gaelic, green tourism, events and activities. Our investment has attracted an additional £30,000 of marketing funding from other partners which is good news and will enable Visitscotland to extend their marketing activity."

Scott Armstrong, Regional Director for VisitScotland commented: "We are delighted that our national campaigns have been so successful particularly in delivering more visitors to the Highlands who in turn bring more than £8million additional spend into the local economy.

"We are grateful to receive the backing from Highland Council to allow us to maximise the potential of these campaigns. We have also benefited from the participation of great partners to showcase all the things to do and see in the Highlands throughout the year and help increase visitor numbers.

"Scottish tourism has significant potential for growth and in the current economic climate it is crucial we continue to work together with partners to promote the Highlands as a year-round destination and to get tourism growth back on track."

The Council's cash injection will contribute to a number of marketing activities including an accommodation guide for the Highlands and the development of the regional website, as well as direct mail-outs to interested contacts, competitions and promotions.