Loch Ness group targets monster growth with VisitScotland award

A Highlands tourism partnership has been awarded more than £17,000 by VisitScotland to help promote Loch Ness as the perfect place to take a short break.

Destination Loch Ness - a destination organisation comprising 110 local businesses, from B&Bs and hotels to visitor attractions and cruise operators - will use part of the grant to further develop its online activity, targeting visitors from England and Central Scotland with social media such as Twitter, Facebook, Flickr and YouTube.

The £34,600 marketing campaign includes a £17,300 contribution from the VisitScotland Growth Fund.

The announcement was made by Tourism Minister Fergus Ewing during the Convention of the Highlands and Islands at Boat of Garten today.

Mr Ewing said: “The Scottish Government and VisitScotland are working hard domestically and internationally to position Scotland as a first class destination for both business and leisure tourism.

“Loch Ness is one of Scotland’s most revered and globally recognised attractions. Destination Loch Ness is a not for profit organisation that aims to capitalise on the area’s outstanding natural beauty, culture and heritage for the benefit of the area’s tourism, local businesses and communities.”

“Tourism makes a substantial contribution to Scotland’s economy and in the first six months of this year, we have seen a six per cent increase in domestic visitors to Scotland, compared to the same period in 2010, and a 13 per cent increase in their expenditure.

“The VisitScotland Growth Fund is helping organisations, like Destination Loch Ness, accelerate economic growth in our tourism industry by reaching new target markets, increasing visitor numbers and creating an environment for visitors to do more, spend more and stay longer.”

Graeme Ambrose, Executive Director of Destination Loch Ness, said: “When Destination Loch Ness sought to rebrand Loch Ness in 2006, it was about acknowledging the importance of the monster to the success of our tourism industry but also about conveying to visitors that the area has much more to offer - a landscape, wildlife and heritage as rich and deep as anywhere else in Scotland as well as being a great area for outdoor activities. This VisitScotland Growth Fund award will help us to make the best use of social media and bring more visitors to enjoy a short break by Loch Ness.”

Mike Cantlay, Chairman of VisitScotland, said: “Loch Ness is an iconic region the world over, not just for its most famous resident, but for its serene beauty and relaxing atmosphere. Destination Loch Ness does a marvelous job of promoting this region and I am sure that its new marketing campaign, with help from the VisitScotland Growth Fund, will encourage many more people to come and appreciate the splendour of Loch Ness.”

The VisitScotland Growth Fund allows collaborating tourism businesses to apply for up to £65,000 of funding over the next three years to help market their product to its maximum potential.

It builds on the success of the European Union-supported VisitScotland Growth Fund which distributed £1 million to tourism marketing groups in Scotland between 2008 and 2011.

The VisitScotland Growth Fund is open to Destination Management Organisations (DMOs) and industry marketing groups. It can support groups with up to 50 per cent (from £5,000 to £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 an environment for visitors to do more, spend more and stay longer.

| print this page |