A new visitor levy is on the way for Stirling, and if you run accommodation or work in tourism, the details are worth getting straight now. We’re joined by Jillian Schofield, Service Manager for Culture, Events and Tourism at Stirling Council, to explain what the Stirling Visitor Levy is, why it’s being introduced, and how it will work in practice for guests and providers.

We talk through the headline numbers in plain English: a 3% levy added on top of the accommodation rate only (not food or other extras), collected by accommodation providers and remitted through a collection platform. Jillian also sets Stirling’s plan in the wider visitor levy Scotland picture, with Edinburgh going first, Glasgow following, and other councils preparing their own schemes. Most importantly, we clarify the timeline: Stirling launches on 14 June 2027, applying to bookings made after 1 January 2027 for stays on or after that June date.

From there, we dig into what the levy is meant to fund. The proposed investment priorities include infrastructure (the biggest share), destination marketing and product development, events and culture, a Community Tourism Fund, and practical business support. We also discuss why representation matters, and how a Visitor Levy Advisory Forum is being formed to reflect Stirling city and the wider rural area, from hospitality and accommodation to heritage, attractions, and events.

If you want more updates, keep an eye on Stirling Council’s visitor levy information online, and send questions to visitorlevy@stirling.gov.uk. Subscribe, share, and leave a review, then tell us what should be the top priority for visitor levy spending in Stirling?