Recipe for success

Perthshire’s tourism industry is joining forces with Perth and Kinross Council, VisitScotland and other organisations to lead the region’s recovery from the COVID-19 pandemic with the publication of a new tourism action plan. 

The plan which runs until 2025 sets out Perthshire’s ambition to becoming a leading sustainable destination in Scotland. 

Recognising the tremendous challenges which the region and the tourism sector continue to face, the plan focuses on medium term objectives to provide direction which will maintain and build Perthshire’s position as a well-established and much loved destination as well as a key contributor to the Perth & Kinross economy.

The four objectives focus on: 

• restoring the value of tourism to pre-COVID-19 levels, with a particular focus on extending the season for year-round visits
• establishing Perthshire as a leading responsible tourism destination by encouraging responsible business practices, low impact activities and community-supported developments
• ensuring that the impact and benefits of tourism are felt across Perthshire’s communities with a bottom-up approach through the network of local tourism associations and sector groups
• making sure that Perthshire is a ‘digitally discoverable’ destination, in other words that it is visible as a responsible place to visit online.

Under the of the Perthshire Tourism Partnership, the plan was developed by a working group of industry representatives, Perth & Kinross Council and VisitScotland. The plan was due to be launched in Spring 2020 but was understandably put on hold due to COVID-19. The document has since been reviewed with the group and Perthshire Tourism Partnership.