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VisitScotland Growth Fund Award Funding Boost to New Tourism Partnership

The River Tay is making a splash as the star of a new tourism campaign supported by VisitScotland Growth Fund.

Ahead of the arrival of V&A Dundee, The Open at Carnoustie and with Scotland’s reputation as the Home of Golf – the four councils on the banks of the country’s longest river have teamed up to promote their region for the first time.

Perth and Kinross, Angus, Dundee City, and Fife councils have formed the East of Scotland Tourism Partnership and received a major boost from the national tourism organisation.

The group has been awarded £40,000 through the VisitScotland Growth Fund which will be used for a joint campaign focusing on the four regions the river flows through.

From castles and historic homes to wildlife parks and river rafting, each part of the area has something to shout about.

Food and drink businesses, activity operators and accommodation providers all benefit from the River Tay – which stretches for 120 miles – and away from the water, the area offers a diverse range of landscapes and experiences for visitors to enjoy.

The project, Scotland’s Tay Country, aims to establish the area as a key tourism destination and use the opening of V&A Dundee, and events like The Open to encourage visitors to stay longer and explore the rest of the region.

This is the first destination marketing campaign for Tay Country and aims to raise the area’s profile outside Scotland, creating bespoke itineraries to suit each tourists’ tastes, using digital channels and video to provide more information about attractions and activities, before and after people visit.

Caroline Warburton, Regional Director at VisitScotland, said: “Scotland’s Tay Country is an exciting new approach for promoting and positioning the area. This campaign comes at a key time as the build up to the opening of V&A Dundee in September is shining a global spotlight on the area. Scotland’s Tay Country aims to capitalise on this attention by using the River Tay, a beautiful natural feature relevant to all four regions, to showcase the many reasons to visit.

“And with more visitors comes more jobs, more support for communities and a boost to the local economies. Partnerships are at the heart of Scottish tourism so we are delighted to support the East of Scotland Tourism Partnership collaborative approach and innovative campaign.”

 Angus Council Leader Bob Myles said: “I am delighted we are coming together to spread the word about just how fantastic Scotland’s Tay Country is. Certainly it is no secret that we have marvellous facilities, world class attractions set within beautiful, historic and unrivalled surroundings. But we want everyone to know just what this superb area has to offer.

 “Opportunity knocks in July, when The Open comes to Carnoustie and we want to maximise the opportunities that this global event presents. To ensure that people not only visit in their tens of thousands, but return to Tay Country again and again.”

Councillor John Alexander, leader of Dundee City Council, said: “Our region has an incredible amount to offer, from rural walks and ancient castles to dolphins and an international museum of design in V&A Dundee.

“Our strength is in our partnerships and this campaign will help potential visitors find out about the wealth of attractions located throughout Scotland’s Tay Country and plan their stay here.

“This venture showcases Tay Country in a way that allows people to design a stay to give them rich experiences. We are uniquely placed to cater for pretty much every type of visitor and our message could not be clearer, don’t let your only regret be that you didn’t visit us.”

Councillor Altany Craik, Fife Council said:  “We welcome this collaborative approach which is set to put our stunning part of the country firmly on the visitor map. Scotland’s Tay Country offers the huge number of visitors expected to visit V&A Dundee an opportunity to experience an exciting blend of city, culture, coast and countryside. We’ve got it all.” 

Perth & Kinross Council Leader Councillor Murray Lyle, said: “Scotland’s Tay Country is a welcome addition to the individual campaigns being undertaken by local authorities, showcasing the wider offering across Tayside and Fife. The River Tay connects our areas and helps identify a very distinct corner of Scotland, where there are many opportunities to enjoy a place that is steeped in history.

“Culture fans will be keen to visit Perth Theatre, Perth Museum and Art Gallery, Birnam Arts or Pitlochry Festival Theatre, while those preferring an active break will revel in the biking, hiking, kayaking, rafting and riding available in the stunning Perthshire scenery. Scotland’s Tay country will take you on a real journey.”

Find out more at www.taycountry.uk and click here to watch a promo video.

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