The introduction of a levy scheme would see a set percentage charge on overnight accommodation paid by visitors and tourists in the Stirling Council area.
From today (3 March) until 4 May, individuals and organisations will have an opportunity to contribute their ideas on the draft visitor levy scheme, including its objectives, percentage rate, timeline, and how revenues would be re-invested.
They will be able to provide feedback in an online survey (with paper copies also available in Stirling Council libraries), while a series of drop-in sessions have also been arranged for businesses, accommodation providers and anyone else who would like to share their views on the scheme. These will take place at the following locations:
- Stirling (Friday 14 March 2025, 11am-6pm, Albert Halls)
- Killin (Tuesday 18 March 2025, 11am-6pm, McLaren Hall)
- Callander (Wednesday 9 April 2025, 11am-6pm, Callander Youth Project)
- Drymen (Wednesday 16 April 2025, 11am-6pm, Drymen Village Hall).
The early public engagement phase was launched on the shores of Loch Katrine at the Roderick Dhu Watchtower, a stunning new viewpoint that overlooks Trossachs Pier and has been credited as the birthplace of Scottish tourism in the early 1800s.
Meaningful conversation
Stirling Council Leader, Cllr Gerry McGarvey said: “We are committed to engaging extensively with Stirling’s tourism industry, businesses and residents before we produce a draft visitor levy scheme.
“Securing a wide range of views from these stakeholders is vital as it will ensure we deliver a draft scheme that reflects the needs of this key sector and maximises the potential benefits for everyone who lives, works and visits the Stirling area.
“It was fitting that we started our early engagement phase at the birthplace of Scottish tourism, alongside key partners and members of the industry. The introduction of a levy could be another major milestone in Stirling’s tourism offering, with opportunities to reinvest revenues in key infrastructure that is shared by visitors and residents, such as roads, pavements, leisure facilities and parks.
“We want to have a meaningful conversation with everyone, from residents to accommodation providers, about how this could work in Stirling, so please take part in the survey or come along to one of the drop-in sessions.”
A force for good
James Fraser, Steamship Sir Walter Scott CEO & Lead Trustee said: “We were pleased to host the launch of this important consultation, very appropriately, at the site above Trossachs Pier credited as being where Scottish tourism began. It is imperative that local businesses, community groups and others are pro-active in helping to shape the new visitor levy scheme to ensure it is a force for good and makes a real difference on the ground.
“It is also critically important the levy is set at a realistic level to ensure the area remains a competitive and appealing destination while allowing local tourism businesses to continue to thrive and contribute to the economic and social wellbeing of local communities.
Long-term success
Kenny Auld, Head of Visitor Services at Loch Lomond & The Trossachs National Park Authority, said: "The tourism industry is vital to the National Park’s economy and provides significant employment opportunities to our communities.
“We understand that change is needed to continue to support the tourism industry, and we welcome the opportunity to work closely with local authority partners and relevant stakeholders to explore options for the introduction of a visitor levy.
“While the National Park Authority does not have a formal position on the introduction of a visitor levy, we believe that a well-considered, strategic approach to tourism development is crucial for the long-term success of the National Park and as such, we very much welcome this important consultation.
“We look forward to engaging with all those involved to ensure that any decision made robustly reflects the views of those who live and work in the area - and helps ensure the continued sustainability of our tourism infrastructure to protect people and nature for generations to come."
Eager to engage
Jill Grant, Director of Sales at The Stirling Highland Hotel said: “The Stirling Highland Hotel, an iconic heritage building that is home to the Stirling Observatory and once the main High School, is a key feature of Stirling’s historic city centre skyline.
“As one of the prominent accommodation providers in Stirling, we are eager to engage on the draft Visitor Levy Scheme for Stirling to support the overall vision and lead the way for the hospitality sector in our city and community.”
Once the draft scheme has been produced, a formal consultation on it will commence on 13 July and run until 11 October 2025. The final version of the scheme will be presented to council for a decision on 11 December 2025.
If the levy is given the go ahead, it would be subject to a minimum 18 month period of implementation between its announcement and the scheme coming into effect. The earliest it could be introduced would be June 2027.
It is estimated the introduction of a one per cent visitor levy could generate between £1.5m and £2.3m each year, while a five per cent visitor levy could generate between £5m and £7.5m.
All money raised would be reinvested locally on facilities and services that are substantially for, or used, by leisure and business visitors. This includes infrastructure, events and culture, as well as improvements to destinations that enhance the visitor experience.
Research from VisitScotland shows there were a total of 686,000 overnight tourism visits to Stirling and Forth Valley in 2023 and a total overnight tourism spend of £205 million.
The Visitor Levy (Scotland) Act 2024 was passed by the Scottish Parliament in May 2024. The City of Edinburgh Council has already agreed to introduce a visitor levy, and a number of local authorities in Scotland are also consulting on introducing a levy, including Glasgow, Argyll and Bute, and Highland Council.
More information on Stirling’s draft visitor levy scheme can be found at www.stirling.gov.uk/visitorlevy and on the Engage platform.