05 June 2008
SHETLAND ISLANDS COUNCIL TO EXPLORE OPPORTUNITIES FOR AN INDEPENDENT DESTINATION MARKETING ORGANISATION FOR SHETLAND
Today, the Shetland Island’s Council Development Committee agreed to explore the opportunities to establish an independent Destination Marketing organisation in Shetland. The move taken by the Council was also supported the industry lead Tourism Industry Panel which unanimously backed this proposal last month.
This decision has been taken following the recent national restructuring of VisitScotland which has seen Shetland’s regional autonomy diminish. If Shetland and the industry are able to set up such an organisation this will help strengthen Shetland’s ability to market their own brand reputation and unique identity which is a critical part of attracting visitors to Shetland.
Over 2008/9 financial year, the Council will continue to provide core funding of £330,000 to VisitShetland through a service level agreement, meanwhile, studies will be undertaken over the next year to determine whether a Shetland led destination marketing organisation can be established under local control which can provide local solutions whilst linking into the relevant national VisitScotland operations where applicable.