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The Pride Destination Grant is the latest grant offered through the Council’s Pride in Our High Street programme and can benefit businesses which attract visitors, helping them to generate more footfall and grow the local economy.

Across the Borough, there are a wide range of successful businesses, attractions and charitable organisations that make a significant contribution to the local economy by attracting visitors locally and from far-and-wide.

Many of these organisations are located outside traditional Borough high street locations so are unable to benefit from current Pride in Our High Street grants.

The Pride Destination Grant extends beyond high street boundaries and aims to support established organisations seeking to invest in projects that increase enhance the Borough’s tourism appeal, increase visitor numbers, improve visitor experiences, support economic growth and job retention and strengthen the Borough's visitor and business economy.

The grant will be awarded to eligible organisations who can demonstrate and measure positive economic and visitor impacts.

Grants can range from a minimum of £2,500 to a maximum of £15,000.

The fund may be used to support:

• Visitor infrastructure improvements
• Building enhancements
• Accessibility improvements
• Tourism facilities
• Visitor experience enhancements
• Equipment purchases
• Visitor engagement initiatives
• Digital upgrades

The fund will not support general business operating costs, any retrospective expenditure, debt repayment, staff salaries not directly associated with the project, rent, business rates or utilities, general maintenance, projects with no identifiable visitor economy impact.

Councillor Ollie Vickers, Telford & Wrekin Council’s Cabinet Member for Jobs, Transport and Digital Connectivity, said:

“We’re pleased to extend our package of support for businesses through the Pride in Our High Street programme with the launch of this new Pride Destination Grant.

“There are so many businesses across our Borough that attract tourists from far and wide which aren’t located on our main Borough high streets and we want to support them – helping them to increase tourism, generate more footfall and create new jobs.

“We hope that businesses can benefit from this additional funding – helping their business to grow as well as boosting the Borough’s tourism and business economy."

Councillor Angela McClements, Telford & Wrekin Council's Cabinet Member for Culture, Tourism & Leisure, added:

"This new grant is a fantastic opportunity for tourism businesses, attractions and organisations across the Borough to invest in their offer and create even more reasons for people to visit Telford.

"Alongside this funding, businesses can also benefit from free membership of Visit Telford, giving them access to destination marketing campaigns, business support, partnership opportunities and a platform to reach new audiences.

"By combining investment in visitor experiences with stronger destination marketing, we can help businesses grow, attract more visitors and showcase everything that makes Telford a great place to visit."

The fund will be open to organisations located anywhere within the administrative boundary of Telford and Wrekin.

Eligibility will be determined through an organisation's ability to demonstrate the economic impact and visitor attraction they provide.

Find out more about the eligibility criteria.

Scott Adams, Managing Director of Exotic Zoo Wildlife Park, said:

"We're really pleased to see Telford & Wrekin Council launch the new Pride Destination Grant and recognise the important role that attractions and tourism businesses outside of the traditional high streets play in the local economy.

"As an independent visitor attraction, we know first-hand how important continued investment is to create new experiences, improve facilities and give people more reasons to visit and return to Telford.

"Telford has a huge amount to offer visitors and supporting businesses and organisations that are actively bringing people into the Borough benefits far more than just the individual attraction – these visitors support local shops, hospitality, accommodation and other businesses during their stay.

"It's great to see a grant specifically designed to help the Borough's visitor economy continue to grow and we're excited to see the positive impact in can have across Telford and Wrekin."

Find out more about the Pride in Our High Street programme.