Stirling council has announced the 12 members of the first Stirling Visitor Levy Advisor Forum – who will make recommendations on how the money should be spent.
The scheme will implement a 3% levy for all overnight paid visitor accommodation within the Stirling Council area.
The scheme is expected to raise £3m every year and be implemented from the 14th of June 2027.
Where is the money meant to go?
The levy is expected to be reinvested in the tourism industry.
Stirling Council have said they wish it to be spent on “services and facilities largely used by leisure and business visitors, including facilities and services that will grow the visitor economy”.
However, the final decisions on where the money will be spent lie with the Stirling Visitor Levy Advisory Forum.
But who decides what happens to that money?
There will be 12 members of the Forum, with Paul Mooney acting as their first chair.
Mooney is currently the Area General Manager for Apex Hotels, including the Dunblane Hydro Hotel.
He will be joined by a range of individuals representing Stirling’s broad tourism interests.
The council wanted stakeholders from accommodation providers, tourism organisations, visitor attractions, communities, heritage and conservation groups, and Loch Lomond and the Trossachs National Park to be represented.
The following have been appointed to the Stirling Visitor Levy Advisory Forum:
- Anne Massey, Sustainable Tourism Manager for Loch Lomond & The Trossachs National Park
- Lynsey Eckford, Regional Director for Forth Valley and Ayrshire VisitScotland
- Kevin Harrison, Director of Artlink Central
- Vivienne Whyte, Trust Manager at Stirling City Heritage Trust
- Irene Munro, Director of Commercial Services at the University of Stirling
- Stuart Fraser, Director of The Oak Tree Inn in Balmaha
- James Fraser, Chief Executive and Lead Trustee of the Steamship Sir Walter Scott Trust at Loch Katrine
- Paul Scrase, Chair of Strathard Community Council
- Sheila Winstone, Manager of the community-led Callander Visitor Information Centre
- Lucette Watret, Secretary of Bannockburn Community Council
- Neil Munday, operator of King Street Aparthotel
- Andrea Mina, host of a Stirling-based Airbnb.
Stirling Council Leader, Cllr Susan McGill, commented on the new board: “Appointing the members to the forum is an important milestone in the delivery of Stirling’s Visitor Levy.
“The levy gives us an incredible opportunity to invest in and grow our tourism economy so we can attract more visitors to the region all-year round and restore civic pride in our communities.”
Does Stirling want a levy?
The levy has not been without its detractors.
Alison Cowie, owner of The Old Tramhouse Apartments, said: “On top of all else an accommodation levy in 2027 set to bring total misery and drop an already inconsistent stay on visitors.”
Alison believes that such a levy won’t work in the smaller, less well-known city of Stirling, “as we do not hold the same highly known ranking as Edinburgh or Glasgow.”
Local resident, Pamela Nimmo, believes this levy will deter tourism from staying in Stirling: “It’s very shortsighted of them not to be doing the utmost to encourage tourists to the area.”
In an online survey, the scheme was generally supported by the public, with 57% agreeing with such a levy ‘in general.’ However, 64% of businesses disagreed with the levy.
Visitors themselves were more in support than not, with 48% responding yes and 39% responding no.
Many respondents indicated that the levy would be acceptable if the funds raised were used transparently – something this new forum aims to do.
Iona Craig has an NCTJ from Glasgow Clyde, PhD in English Research from University of Strathclyde and a Masters Distinction in History from the University of Stirling. Currently working as a Journalist intern at Deadline News.
