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VisitScotland grant for city

Stirling cash boost to grow business tourism

Stirling Castle VSStirling has been awarded a £15,500 grant from the VisitScotland Growth Fund to boost business tourism in and around the city.

Marketing group Destination Stirling will match-fund a year-long campaign to increase the city’s profile in this sector. The £31,000 marketing push, which also includes cash from Stirling Council, aims to attract an additional 3,000 overnight business tourism visitors over the next year, generating an additional spend of £780,000.

Targeting the UK’s MICE (Meetings, Incentives, Conferences and Exhibitions) market, the money will be used for various marketing activity, including creating promotional literature, attending trade events and funding press and familiarisation trips to the city.

To help attract more business events, Destination Stirling will be working closely with VisitScotland’s Business Events team, Edinburgh Tourism Action Group (ETAG) and Glasgow City Marketing Bureau (GCMB).

Destination Stirling will also launch national social media campaigns aimed at raising the profile of the city’s business tourism offering.

Liz Buchanan, regional director at VisitScotland, said: “Stirling has a huge amount to offer the business tourism industry. Not only is it a beautiful city with a rich history, but it also boasts excellent facilities and an increased accommodation capacity.”

Geoff Morrison, destination manager at Destination Stirling, said the fun “provides a significant opportunity to drive awareness across our key markets as part of our wider Business Tourism strategy.”

The VisitScotland Growth Fund is open to groups of three or more businesses and can support well planned, inspiring and new marketing campaigns.

The grant award follows this week’s launch of Virgin Trains’ direct service between London and Stirling which will cut journey times by about 40 minutes.

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