Press release -
Scotland for sail
A new campaign to encourage more people to enjoy a sailing holiday in Scotland could boost the economy by over £1 million*, Tourism Minister Fergus Ewing announced today (Monday 27 October).
Mr Ewing was at Inverness Marina this morning to announce the launch of Sail Scotland’s new campaign, Sailing to Success, which has been supported by a £22,500 grant from the VisitScotland Growth Fund.
As part of its year-long £45,000 campaign, Sail Scotland – the national marketing organisation for sailing tourism – will also receive £11,000 from Scottish Development International, which will help the group access international markets and achieve its growth ambitions.
It is estimated that Scotland’s sailing industry is worth £101m a year, supporting 2700 jobs all over Scotland. The overall aim of Sail Scotland’s new campaign is to generate an extra 8,382 visitor boat nights from its target markets, delivering £1,089,660 of additional expenditure into the Scottish economy.
Founded 20 years ago, Sail Scotland is an industry-led marketing group, currently with nearly 50 member businesses throughout the country, ranging from single-person charter businesses to large marinas, harbours and leisure groups.
Sail Scotland will use part of the funding to extend its reach in the international market. It will exhibit at a number of international boat shows in 2015: in Dusseldorf, Gothenburg, Oslo and Wales, giving members a presence on the global stage. The campaign will also include development of the Sail Scotland brand, and targeted promotional marketing activities.
Tourism Minister Fergus Ewing said: “I am delighted to announce that Sail Scotland is the latest recipient of an award from the VisitScotland Growth Fund. This £22,500 grant will help the group to promote sailing holidays in Scotland to a wider audience and, given the quality of destinations and facilities on offer in this country, I have no doubt they will succeed in their aim to attract thousands more enthusiasts to these shores over the coming year.”
Daniel Steel, Chief Executive of Sail Scotland, said: “At Sail Scotland we have been working hard to promote the industry for 20 years, and it is great to see Scotland beginning to realise the true potential of sailing and boating tourism.
“With a draft marine tourism strategy in development, this is a tangible example of how the industry will play a leading role in delivering growth. This funding will help fund one of the most ambitious marketing plans in our history, further raising awareness of Scotland as a world-class sailing destination both within the UK and overseas.
“Along with recent investment in our digital work, and existing activities such as our annual brochure and presence at London Boat Show, we aim to drive visits by offering a range of options for beginners to experienced yachtsmen, with the ultimate aim of generating an extra 8,000 visitor boat nights for Scotland.”
Mike Cantlay, Chairman of VisitScotland, said: “With thousands of miles of stunning coastline and hundreds of islands ready to be explored, Scotland really is the perfect destination for a sailing holiday. The VisitScotland Growth Fund encourages tourism businesses to work together and Sail Scotland is a perfect example of this. Incorporating the smallest charter companies to the biggest marinas, the group already does an excellent job of promoting sailing holidays in Scotland and we are thrilled to help its members expand their reach in the global market.”
Graeme White, Head of Tourism at Scottish Development International, said: “Sail Scotland’s International Strategy is targeting growth of over £1 million a year in visitor spend with the businesses in and out of the water around our coastline, lochs and canals. We’re supporting this strategy with funding to help Sail Scotland’s team target these international audiences as well as connecting the organisation with our overseas offices to access networks and market research.”
Between 2011 and 2013, VisitScotland Growth Fund awarded over £1 million in match-funding to national, regional and sectoral tourism groups, resulting in £2.3m being invested in marketing campaigns, involving more than 2,000 tourism businesses across Scotland.
For more information on Sail Scotland go to www.sailscotland.co.uk
For more information on the VisitScotland Growth Fund please go to: http://www.visitscotland.org/business_support/marketing_opportunities/growth_fund.aspx
Topics
- Tourism
Categories
- corporate communications
- growth fund
Regions
- Scotland
Notes to Editors:
- Follow us on twitter: @visitscotnews
- VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.
- The organisation has three key roles:
- To market Scotland to all parts of the world to attract visitors
- To provide information – and inspiration – to visitors and potential visitors so they get the best out of a visit to Scotland
- To provide quality assurance to visitors and quality advice to the industry and partners to help the industry meet and strive to exceed customer expectations
- VisitScotland works together with tourism businesses to make tourism a success for everyone and ensure the industry continues to grow.
- The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
- 2014 is the year Scotland welcomes the world, when it hosts the Glasgow Commonwealth Games, the Ryder Cup at Gleneagles and more than 800 Homecoming events throughout the country.For more information on Homecoming Scotland 2014, go to www.visitscotland.com
- The VisitScotland Information Centre network is a unique face-to-face channel engaging with around five million visitors and locals each year. Everyone who uses a VisitScotland Information Centre goes on to spend an additional £5.35, generating over £24 million for Scotland’s economy.
- According to a recent Deloitte study, tourism employs 270,000 people in Scotland in 20,000 diverse businesses. The same study calculates that the industry contributes £11 billion annually (direct and indirect impact, including day visits) and supports around 10 per cent of employment in Scotland. Almost 16 million tourists take overnight trips to Scotland.
- Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
- For holiday information on Scotland go to www.visitscotland.com
- For information about business tourism in Scotland go to www.conventionscotland.com
- For more information on VisitScotland’s annual review please go to www.visitscotland.org/about_us/our_focus/annual_report.aspx
