The collective power and versatility of Scotland’s improvement districts cannot be underplayed. The Tourism Business Improvement Districts which exist across the country are fantastic examples of how the BID model can be shaped to suit its area’s needs.
Rather than operating within the boundaries of a town or city centre – as BIDs more traditionally do – these operate within broader geographic areas, pulling together businesses with a direct interest in the visitor industry. They allow them to work together for the broader good – promoting their place and attracting visitors from across the world to some remarkable parts of Scotland.
Specific Tourism BIDs – and those for whom tourism is a key part of their area’s economy – play a pivotal role in boosting tourism by creating vibrant destinations that cater to the modern traveller. They focus on creating memorable experiences. This case study looks at the successes of four BIDs for whom tourism is hugely important: Go Tweed Valley, BID4Oban, Visit Moray Speyside, and Isle of Bute BID, exploring how they help make their areas better to visit, driving economic growth along the way.
Go Tweed Valley
Go Tweed Valley BID, located in the Scottish Borders, is a prime example of how local collaboration can turn a natural asset into a world-class destination. Known for its mountain biking trails, the Tweed Valley has seen a surge in adventure tourism thanks to the BID’s efforts to promote outdoor activities and enhance visitor infrastructure.
Managing:
- Outdoor Adventure Partnerships: As a tourism BID,Go Tweed Valley works closely with local businesses, such as bike rental shops, outdoor activity providers, and accommodations, to offer seamless visitor experiences. By bundling services like guided mountain biking tours and cosy accommodations, the BID ensures that tourists can easily plan their stay.
- Infrastructure Development: Investment in trail improvements and wayfinding signage has been crucial in making the valley accessible and safe for visitors. The BID has partnered with local councils to maintain and enhance biking trails, ensuring they meet the needs of both beginner and advanced cyclists.
- Marketing the Outdoors: A significant part of the BID’s strategy is promoting the valley through targeted campaigns. The Go Tweed Valley BID has launched initiatives such as the TweedLove Bike Festival, which draws thousands of visitors annually. This not only boosts the local economy but also solidifies the region’s reputation as a leading destination for adventure tourism.
Maintaining:
- Environmental Stewardship: Ensuring the sustainability of the valley’s natural resources is a priority for the Go Tweed Valley BID. The BID coordinates efforts to maintain trails, reduce erosion and manage waste, working with local conservation groups to preserve the natural beauty of the area.
- Year-Round Events: The BID organises a series of events throughout the year, such as the Tweed Valley Train Run and Walking Festival, to attract visitors during both peak and off-peak seasons. These events help diversify the tourism offering and keep the valley bustling with activity year-round.
The Go Tweed Valley BID has been instrumental in transforming the region into a thriving hub for outdoor enthusiasts, creating a sustainable model that balances tourism growth with environmental preservation.
BID4Oban
Situated on the west coast of Scotland, BID4Oban has positioned the town as the “Gateway to the Isles”, a must-visit stop for travellers exploring Scotland’s Hebridean islands. While operating as a town BID, tourism is a major element of the local economy and it has successfully leveraged Oban’s maritime heritage and its strategic location to enhance the visitor experience and local business.
Managing:
- Destination Branding: BID4Oban has worked with VisitScotland and local stakeholders to develop a strong brand identity for the town, highlighting its history, seafood culture, and proximity to the islands. This branding is evident in campaigns such as Taste of Oban, which showcases the town’s renowned seafood restaurants and markets, appealing to both domestic and international tourists.
- Improving Connectivity: Recognising the importance of accessibility, BID4Oban has collaborated with ferry operators and transport services to ensure that visitors can easily travel between the town and the nearby islands. Improved ferry schedules, promotional discounts, and partnerships with local hotels have made it more convenient for tourists to extend their stay in Oban.
Maintaining:
- Town Centre Enhancements: The BID has invested in making Oban’s town centre more appealing by upgrading public spaces, improving lighting, and installing formative signage. These improvements have not only enhanced the visitor experience but also encourage more foot traffic in local shops and restaurants.
- Festivals and Events: BID4Oban organises a variety of events throughout the year, such as Oban WInter Festival and Oban Live, a music festival that attracts visitors from across the country. These events bring the community together while drawing tourists to the town, increasing business opportunities for local traders.
Through strategic partnerships and focused investment, BID4Oban has enhanced its reputation as a key destination in the west of Scotland, providing a memorable experience for visitors while supporting local businesses.
Visit Moray Speyside BID
Visit Moray Speyside is a Tourism Business Improvement District that plays a central role in promoting the region’s rich heritage, particularly its world-famous whisky industry, alongside its stunning natural landscapes. The BID’s initiatives focus on creating immersive visitor experiences that blend culture, history and outdoor adventure.
Managing:
- Whisky Tourism: Moray Speyside is known for its whisky, and the BID has capitalised on this by working closely with distilleries to offer comprehensive whisky tours, tastings, and events such as the annual Spirit of Speyside Whisky Festival. The BID collaborates with VisitScotland and local tour operators to market these experiences to international audiences, ensuring that Moray Speyside is recognised globally as the premier destination for whisky lovers.
- Collaborative Tourism Packages: By working with local hotels, restaurants, and tour providers, the BID offers packages that combine whisky tastings with activities such as hiking in the Cairngorms or exploring castles. These packages are promoted internationally and encourage visitors to stay longer and experience more of what the region has to offer.
Maintaining:
- Sustainable Initiatives: The BID promotes responsible tourism by encouraging businesses to adopt sustainable practices, such as reducing plastic waste and using locally sourced products. This ensures that visitors can enjoy the natural beauty of the region while minimising their environmental impact.
- Improving infrastructure: From upgrading visitor facilities at popular tourist sites to improved road signage and accessibility, the BID works to make sure that visitors can easily navigate the region’s attractions. This includes enhancing facilities at distilleries, where visitor numbers have steadily increased thanks to the BID’s efforts.
Visit Moray Speyside BID has successfully positioned the region as a must-visit destination for whisky enthusiasts and nature lovers alike, driving economic growth through carefully curated tourism experiences.
Final thoughts
These BIDs demonstrate the transformative power of local leadership and collaboration in creating vibrant, visitor-friendly destinations. Through strategic investments in infrastructure, marketing, and event programming, these BIDs have turned their regions into thriving visitor hubs that celebrate the unique charm of Scotland’s towns and natural landscapes.
They highlight how, working with Scotland’s Improvement Districts, communities can unlock opportunities that benefit towns or wider regions (or even whole islands!).
Interested in learning more about how BIDs operate and the potential benefits for your community? Find out more about Scotland’s Improvement Districts here or email info@improvementdistricts.scot.