Appendix 1 - Communication and Engagement Plan
Perth and Kinross Council · 19 November 2025
Back to Economy and Infrastructure Committee — 19 November 2025 and its agenda
Text extracted from the council's PDF. Layout and reading order may differ from the original.
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Perth and Kinross Visitor Levy early stage engagement Engagement & Communication Plan Context/Purpose The Visitor Levy Act gives local authorities in Scotland the power to introduce a levy on overnight accommodation based on a percentage of the cost. Local authorities have the power to determine the percentage rate set, the geographical area where it applies and any local exemptions. The authority can also specify a maximum number of nights to apply the levy and whether it applies to all or part(s) of its area. Local authorities that want to introduce a visitor levy are only able to do so after they have consulted with local communities, businesses and the wider tourism sector - through early engagement and a formal consultation. In total these processes would take just over 2 years to conclude if the minimum timescales were applied. For Perth and Kinross, this means that the earliest date a scheme could come into effect would be late Summer 2027. In February 2025, Perth & Kinross Council’s Economy and Infrastructure Committee agreed to start a period of public consultation to understand whether and how a Visitor Levy could be implemented in the area. Timeline for engagement/decision-making For a Visitor Levy scheme to be successfully implemented it is important that there is appropriate and effective engagement with a range of interested parties. Visitor Levy guidance published by the Scottish Government clearly sets out the timescales for this process. An early engagement process will be launched in Perth and Kinross on Monday 2 June 2025, running until Saturday 30 September 2025 (12 weeks). Appendix 1
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Objectives What do we want target audiences to see, think and do differently as a result of communications associated with the project? See • We want people to see an opportunity to put forward their views on a Visitor Levy and help shape what it would look like in terms of. Think • Would a Visitor Levy work in Perth and Kinross. Could it benefit Perth and Kinross? If so, who should pay it? What rate would it be set at? Who should be exempt from the charges? What should the funds raised be invested in? • I should take this opportunity to play a part in this important decision-making process. Do • Take part in the consultation. • Attend a drop-in event • Tell us their thoughts and suggestions on a Visitor Levy after considering the facts Target audiences/stakeholders • Residents of Perth and Kinross • Elected members • Local parliamentarians • PKC staff • Local businesses • Tourism industry bodies (local and national) • Hospitality industry bodies (local and national) • Executive Leadership Team
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• Perth & Kinross Business Partnership • Perthshire Chamber of Commerce • Community Councils • Visitors Key messages 1. The money raised through a from a Visitor Levy scheme would be ringfenced and could be reinvested in Perth and Kinross to support the tourism sector, in areas such as: • New facilities, infrastructure and services that are used by leisure and business visitors • Area promotion and marketing • The development of new tourism products • Attracting events and festivals • Improvements that enhance the overall Perth and Kinross visitor experience 2. Since residents and visitors use many of the same facilities, the Visitor Levy has the potential to also benefit people who live in Perth and Kinross. 3. Tourism is one of the most important sectors of the Perth and Kinross economy, supporting many jobs. The introduction of a Visitor Levy could provide us with an opportunity to improve our tourism offer even further. 4. No decisions have been made on this yet. The Scottish Parliament has given us an opportunity to look at whether a levy should be introduced in Perth and Kinross, and we need to explore what that would look like and any implications it would have. 5. To ensure that any future proposals align far as possible with the views and expectations of Perth and Kinross visitors, residents, and businesses, we are launching this consultation. 6. Please take this opportunity to help shape this proposal, which is important for the future of Perth and Kinross
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Channels Paid • N/A Earned • Direct engagement with stakeholders through existing business channels. • Engagement with local Facebook pages (community pages, businesses, organisations) to share content and encourage participation. • Face-to-face engagement through organised events. Shared • PKC Consultation Hub – this will host the main online consultation (consultation currently in development). • Perth & Kinross Council Facebook, Twitter, LinkedIn. • Internal Council channels – eric news, Managers’ Briefing, Elected Members briefings (face-to-face and print) Owned • Perth & Kinross Council website • Email newsletters • Invest in Perth bulletins, newsletters • Perth City & Towns website and newsletter Internal • Eric news • Eric front page spotlight features • Managers’ Weekly Briefing • PKTV • Elected Members’ Briefing
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Activity plan Date Activity Target audience Progress notes March 2025 EMB issued to elected members following E&I Committee decision. Elected members Issued 2 June 2025 - ongoing Launch of early engagement consultation on new public transport. Open until 30 Sept: • Consultation Hub • Social media with new digital assets (Facebook, X, LinkedIn; Instagram) • Press release • eric news for staff • Email for interested parties • Elected member briefing note • Manager’s Weekly Briefing • Consultation link emailed to identified stakeholder organisations/individuals with narrative and encouragement to take part • Included in Invest In Perth bulletin • Consultation link circulated to community councils • New Visitor Levy web pages and FAQ go live All stakeholders Consultation built on Hub. Social media digital assets ready to go. Completed Analysis being carried out June, July, August 2025 Public community events comms: 12 June 2025 - Civic Hall, 2 High Street, Perth,4pm - 7pm 19 June 2025 - Birnam Arts, Birnam, 4pm - 7pm 24 June 2025 - Blairgowrie Town Hall, 4pm - 7pm 26 June 2025 - Pitlochry Festival Theatre, 4pm - 7pm All stakeholders Completed Analysis being carried out
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Date Activity Target audience Progress notes 27 August 2025 - Loch Leven Community Campus, Kinross, 4pm - 7pm • Elected member briefing with details • Press release • Social media support for each event • Consultation Hub events • IIP monthly bulletin • Eric news • Brevo emails for each event August – September 2025 Visitor survey Visitors Survey carried out by Progressive Partnership Analysis being carried out August – September 2025 Online session for caravan parks’ providers Caravan parks’ providers Completed to understand impact on lower costs holidays providers Analysis being carried out August - September 2025 Roundtable discussion with agri-tourism providers Agri-Tourism Completed to understand impact on agri-tourism businesses and their offers. Analysis being carried out August- September 2025 One to One discussions with large accommodation providers Large accommodation providers Completed to understand impact on large accommodation providers and their offers. Analysis being carried out