A cash boost of nearly £60,000 from VisitScotland will help cement the Cairngorms National Park as one of Scotland’s leading destinations, it was announced today.
The private sector-led Cairngorms Business Partnership, which works with around 300 local businesses, has been awarded £59,570 from the VisitScotland Growth Fund in order to spearhead a major marketing campaign for the UK’s largest National Park.
Alan Rankin, Chief Executive of the Cairngorms Business Partnership (CBP), explained that the money, match-funded by the Partnership and the Cairngorms National Park Authority, will help to promote year-round tourism in the area.
He said: “This is fantastic news for the local businesses and it’s a massive step forward for the CBP in terms of promoting the Park. Each year more than 1.5 million visitors come to the Cairngorms National Park and tourism is worth around £160 million to the local economy. In such a competitive industry, we must ensure that our marketing is amongst the best in the world because we are responsible for the way this internationally important tourist destination is seen on the global stage – it is vital that we can compete."
"National Geographic Traveller magazine recently listed the Cairngorms National Park as one of the top 20 places in the world to visit, so we are up there vying with the best. This Growth Fund award, as well as the support from VisitScotland’s team, will allow us to move forward with our exciting rebrand and increase our online presence and internet marketing.”
Fergus Ewing, Scotland’s Tourism Minister, said: “The tourism sector makes a vital contribution to the Scottish economy and carries huge potential for future growth. The VisitScotland Growth Fund supports businesses to find new, innovative and collaborative approaches to marketing. This award to the Cairngorms Business Partnership will help them to entice even more visitors to this beautiful part of the world.”
The VisitScotland Growth Fund allows businesses to apply for a total of £1 million of funding over the next three years to help market their product to its maximum potential.
The fund aims to build on the success of the European Union-supported Growth Fund, which saw VisitScotland along with the EU hand out a million pounds to local marketing groups throughout the nation.
It is open to Destination Organisations (DOs) and industry groups. It can support groups with up to 50 per cent (from £5,000 - £65,000) of their marketing costs to develop and deliver new marketing activity, to help them reach new target markets, increase visitor numbers and create the environment for visitors to do more, spend more and stay longer.