City targets meetings and incentives market following VisitScotland grantFollowing this week’s launch of Virgin Trains’ direct service between London and Stirling, Scotland’s ancient capital has today received a further tourism boost with a £15,500 grant from the VisitScotland Growth Fund.
Local marketing group Destination Stirling has been given the money to match-fund a year-long campaign to increase the city’s profile in the business tourism 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).
At the centre of the campaign is the message that the Stirling region can host all manner of corporate events, with recently refurbished University of Stirling accommodation, other accommodation providers such as Dunblane Hydro and Stirling Court Hotel and unique venues such as Stirling Castle cited as key attractions for the business tourism market.
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. We are delighted to award this money to Destination Stirling through the VisitScotland Growth and look forward to seeing the city raise its profile as a business tourism destination over the course of this campaign.”
Geoff Morrison, Destination Manager at Destination Stirling, said: “Stirling is a deeply historic, vibrant and ideally situated Scottish city. Significant investment in our bedroom stock and venue portfolio in recent years has increased our profile and capacity to deliver truly exceptional events. The success of our VisitScotland Growth Fund application 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.