A NEW half price offer on tickets at some of Scotland's notable attractions has been launched with the help of £4m of public money.
The Great Day Out campaign aims to encourage people to make the most of country's must-go places - and help boost a Covid-ravaged tourism sector.
Whether it is visiting the lions at Five Sisters Zoo or enjoying a chocolate tasting experience from Master Chocolatier Iain Burnett in Perthshire, the Great Days Out in Scotland campaign is aiming to bring many of the country’s most famous attractions and experiences to life.
The campaign which launches from today (Thurs) until February 18, 2022 - aims to inspire Scots to get out and explore the country on a day out or short break.
Some of Scotland's most visited paid-for attractions are among 140 that have signed up, including the Falkirk Wheel, Edinburgh Bus Tours and the Dundee Science Centre, while Edinburgh Zoo is due to begin a discount next year. Feature Scottish attractions that have not currently signed up include Edinburgh Castle, the Glasgow Science Centre and the Royal Yacht Britannia.
The campaign is backed by £4m put up by the Scottish Government as part of a Covid recovery programme, aimed at boosting tourism support by providing a boost for visitor attractions, day tour excursions and outdoor wildlife and adventure activities during the quieter winter months.
The funding is being used to subsidise the cost of tickets, allowing visitors up to 50% off admission per ticket up to the value of £20.
Around 40% of the £4m Days Out Incentive Fund has so far been given to businesses and applications are open until the end of November.
It is all part of a pu sh to stimulate a battered tourism sector worth around £12 billion to the Scottish economy in 2019, but which crashed as the pandemic hit.
The sector has been particularly hit by the loss of income from international markets, including North America and Europe. On average US visitors spend four times more than UK visitors, with European visitors spending twice as much.
In 2019, prior to the pandemic, Scotland welcomed 3.5m overnight international visits which generated 43% of the total tourism spend that year.
Vicki Miller, director of marketing and digital at VisitScotland said: “The loss of international visitors over the past year has had a major impact on visitor attractions, tours and activity providers, in particular.
“The Scottish tourism and events industry need the support of people living in Scotland. The Great Days Out in Scotland campaign will help inspire people to brighten up their winter days by taking part in a day out with family or friends at one of the many fascinating visitor attractions or experiences on offer across the country. The campaign delivered in partnership with the Days Out incentive fund will help generate income for this sector during the quieter months, helping to rebuild consumer confidence as well as supplement our key domestic market recovery activity.
“Tourism is a force for good, creating economic and social value in every corner of Scotland and enhancing the wellbeing of everyone who experiences it. Tourism makes Scotland richer, economically and socially, and without it, Scotland would be a much poorer place.”
The project is part of the £25m tourism recovery programme announced by the First Minister in March 2021.
A dedicated Great Days Out in Scotland landing page on VisitScotland’s website will direct visitors to businesses participating in the incentive scheme.
Tourism minister Ivan McKee said: “With the loss of many international tourists this year due to the pandemic, the launch of the Great Days Out in Scotland campaign will increase local visitor numbers and provide a vital boost to Scotland’s world-class tourism attractions over the quieter winter months.
“Scotland’s tourism industry is one of the jewels of our economy and as we begin to carefully emerge and recover from the pandemic, we must work with the tourism industry to seize Scotland’s potential and build an economy for everyone by delivering greater, greener and fairer prosperity.”
Mhairi Cross, chief executive of the National Mining Museum, which is participating in the scheme, said Covid has had a major impact on their visitor numbers over the last 18 months and said she was "optimistic that the scheme will inspire the people of Scotland to take a day out with their family or friends, supporting Scottish visitor attractions through quieter times.
Laurie McCandless Thomas, operations manager at Highland Fling Bungee, which is also participating said: “Being able to apply a discount to our tickets offers a huge incentive for visitors and we hope that it will encourage people from across Scotland to visit this beautiful part of the country and take part in one of our adrenaline-filled adventures this winter.”
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