Councillors will be asked to endorse a new five-year tourism strategy for Perth and Kinross when the Economy and Infrastructure Committee meets on Wednesday (28 May).
The Perth and Kinross Tourism Strategy and Action Plan 2025-2030, developed by the Perthshire Tourism Partnership, sets out a bold vision for the future of tourism in the region.
The strategy focuses on four key areas: area promotion and destination marketing, investment and infrastructure, market development and internationalisation, and industry growth and resilience. Together, these priorities aim to increase visitor numbers, attract inward investment, develop new tourism products and experiences, and support local businesses to grow and thrive.
With a strong emphasis on recovery following the COVID-19 pandemic, the plan outlines a clear path towards sustainable growth in the tourism sector, ensuring it continues to play a vital role in the economic and cultural life of Perth and Kinross.
Tourism monitoring data for 2023 revealed that the region welcomed 2.3 million visitors, generating £703 million in direct and indirect economic activity. The total economic impact for local businesses and communities was £641 million, supporting approximately 8,200 full-time equivalent jobs. Compared to 2022, this represents an 8.8% increase in economic impact, a 15.4% rise in visitor numbers, and a 1.5% increase in total visitor days and nights.
The strategy also explores other funding opportunities to support future investment in tourism infrastructure and services.
Councillor Eric Drysdale, Convener of Perth and Kinross Council's Economy and Infrastructure Committee, said: "The Perth and Kinross Tourism Strategy and Action Plan 2025-2030 is an important blueprint for our region's economic prosperity.
"By focusing on sustainable growth, we are not only enhancing our local economy but also ensuring that Perth and Kinross remains a vibrant and attractive destination for visitors.
"This strategy will help everyone involved in tourism in Perth and Kinross navigate the challenges ahead and seize new opportunities, ultimately benefiting our communities and businesses alike."
The Perthshire Tourism Partnership, established in 2005, brings together tourism businesses, local associations, collaborative groups, and public sector agencies, including Perth and Kinross Council. The partnership plays a key role in shaping strategic direction and fostering collaboration across the tourism sector.
David Smythe, Chairman of the Perthshire Tourism Partnership, said: "I thank Perthshire Tourism Partnership members and the tourism industry leaders who all contributed to shaping the new Tourism Strategy, which sets a clear path forward for this economically vital sector in Perth and Kinross.
"Getting the tourism balance right through sustainable growth and focusing on the key themes is important to help keep our communities vibrant as they embrace the opportunities visitors bring to our lovely part of Scotland."
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