VisitScotland is asking residents across the region guidance, to visit restaurants, bars, attractions and holiday accommodation to help businesses recover from the impacts of COVID-19.
With tourism worth more than £11.5 billion to the Scottish economy, supporting one in 12 jobs, the sector has been devastated by the pandemic and subsequent lockdown and travel restrictions.
Whilst VisitScotland believes that the industry is resilient, it has warned that it won’t bounce back over night- and the support of the domestic market will be vital for survival over the coming months.
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The national tourism organisation is also renewing calls for visitors to explore the country responsibly and be respectful of local communities following issues last year with littering, environmental damage, inappropriate parking and increased demand on hotspots.
Caroline Warburton, VisitScotland regional leadership director, said: “One of the few positives of the past 12 months has been that many people have developed a greater appreciation of their local areas and all the amazing experiences they have to offer.
“With staycations set to be popular again this year there is an opportunity for us all to continue to show our support for our local tourism and hospitality sector, which creates jobs, delivers local services to everyone and more widely puts money into the local economy.
“So, visit restaurants you’ve missed, explore visitor attractions, book a night away, take the family on a day out and choose to make Scotland your holiday destination this year.”