£25 million for tourism recovery

Holiday vouchers, discounts for days out and a marketing fund are included in a new £25 million tourism recovery programme.

Speaking at the Scottish Tourism Alliance conference, First Minister Nicola Sturgeon announced the funding to support the sector’s recovery from the coronavirus (COVID-19) pandemic.

The programme, which has been developed by the Scottish Tourism Emergency Response Group (STERG) in partnership with businesses, will support the Scottish Tourism Recovery Taskforce objectives.

The recovery programme includes:

  • a holiday voucher scheme to create a more socially sustainable and inclusive tourism industry
  • a days out incentive scheme to support areas such as attractions, tours, activities and experiences
  • a talent development and leadership programme for tourism and hospitality staff
  • a Net Zero Pathway to make Scotland’s tourism industry more green and sustainable
  • a marketing fund to support organisations to promote their destination or sector when domestic travel is able to resume

First Minister Nicola Sturgeon said:

“It’s been an incredibly difficult year for all businesses but I don’t underestimate the acute challenges our tourism and hospitality sectors have faced.

“We’ve provided an unprecedented amount of funding for the sector, including over £129 million in business support and an extension of rates relief for 2021/22. But as the vaccine roll-out continues, and the lockdown restrictions begin to ease, we know more is needed to help tourism and hospitality businesses get firmly back on their feet.

“This is short term recovery funding to support the industry for the next 6 months to two years as we move back towards some form of normality, and it ensures we can achieve the objectives of the taskforce.

“I set out a vision for Scotland to be a leader in 21st century tourism when I announced Scotland Outlook 2030 at this very conference last year. I am confident, that by working in partnership, we can still achieve this vision.”


Further details on the allocation of funds will be set out in due course.

Read the Scottish Tourism Recovery Taskforce Report

Read Scotland Outlook 2030