More than £37 million of Tay Cities Deal cash is to be spent as part of an ambitious plan to promote tourism across the region.
The Tay Cities Region Joint Committee endorsed the plan when it met this week.
Members were told day visitors spend around £603 million in Perth and Kinross, Angus, Dundee and north east Fife each year, with overnight visitors contributing a further £433 million – more than £1 billion in total.
One of the key aims of the Tay Cities Region Tourism strategy is to grow the overnight visitor spend by 3% every year, to £550 million in 2024.
Joint committee chairman councillor Murray Lyle, said: “This is the first time that there has been a tourism strategy for the Tay Cities area, to support the existing local strategies.
“It demonstrates our regional collaboration in respect of economic development and reflects the spirit of the ambitions outlined in the Tay Cities Deal.
“A broad range of voices from across the tourism industry in the Tay Cities Region have helped shape the ambitions and priorities in this strategy.
“Collaboration and shared decision-making will define how we implement this strategy too.”
The tourism sector supports around 28,000 jobs across Tayside and north-east Fife including in the creative industries, food and drink and outdoors adventures.
Over the next decade, an additional £37 million will be invested in the tourism sectors as part of the Tay Cities Deal, subject to the approval of a business case programme.
Mr Lyall said: “We are taking a fresh, ambitious approach to developing the Tay Cities Region as an outstanding destination that encourages visitors to stay longer, explore and return on a regular basis.”
A leadership group, comprising senior industry stakeholders, is to be established to oversee the delivery of the strategy.
Scottish Enterprise tourism team leader Paul McCafferty said: “The region has outstanding natural and built assets which the strategy will support to provide exciting and inspirational experiences for our visitors from the UK and globally.
“This focus on regional working and partnership with businesses and local communities signals a new and deeper understanding of the benefits that can be gained from tourism.”
The joint committee was also given an update on the progress of 25 other projects included in the Tay Cities Deal.
Outlines business cases for the projects and now been submitted and shared with the UK and Scottish Governments.
In total, the 25 projects and programmes submitted require investment of £700 million, of which £300 million over 10 to 15 years is being put in by the Scottish and UK governments and their agencies, subject to final approval of their business cases.
If every project and programme set out in the submission is funded and delivered, up to 6,000 job opportunities could be created across a range of sectors.
