Business Advice and Support

This guidance explains how tourism businesses in East Lothian can apply for brown visitor signs.

It sets out:-

• Who is eligible
• How to apply
• What businesses are responsible for

This process follows VisitScotland’s national approach and the requirements of the Traffic Signs Regulations and General Directions 2016.

The guidance applies from 1 April 2025 and replaces all previous advice on brown tourist signs.

Eligibility Criteria 

To be eligible, a business must quality as a tourist destination.  This means it must:-

• Attract, or be used by, visitors to an area
• Be open to the public during normal opening hours, without prior booking
• Be recognised by VisitScotland as a tourist destination. 
• Have a listing on the Visit East Lothian destination website - www.visiteastlothian.org 

Purpose of brown tourist signs

Brown signs are intended to:-

• Provide clear directions for people who already know where they are going
• Help drivers find a destination during the final part of their journey

Brown signs:-

• Are not advertising
• Do not replace marketing

Businesses should make sure their website, maps and promotional materials clearly show how to find their location.

Application Process 

Step 1: Check Eligibility 

Eligible businesses

• Ancient monuments
• Arts venues
• Garden centres
• Golf courses
• Historic buildings and properties
• Leisure, sport and activity centres
• Museums
• Natural attractions (such as nature reserves)
• Parks and gardens
• Restaurants
• Theme parks
• Tourist shops**
• Visitor centres
• Zoos

Accommodation, including:-

• Bed & breakfasts
• Caravan and camping
• Guesthouses
• Holiday parks
• Hotels

*Tourist shops are explained below.

Businesses not eligible:-

• Exclusive use venues
• Accommodation used only by groups
• Temporary short-term businesses or events
• Mobile businesses with no fixed location
• Members-only businesses (including any associated facilities)
• Self-catering or glamping accommodation, unless:-
  • there are multiple units with a staffed reception, and
  • Accommodation is available nightly, and
  • There are specific traffic management or road safety reasons
• Tours, except:-
  • The operator has a staffed reception, and
  • Tours are regularly available
• Churches or places of worship, unless:-
  • Open to the public outside worship times, and
  • There is a clear and regular visitor offer

Retail outlets eligible for brown signs

Independent retail outlets that sell products made in Scotland, such as:-

• Arts and crafts (including galleries)
• Food and drink (including farm shops)
• Tweed and textiles

If products are not made in Scotland, they must strongly reflect Scottish themes, such as:-

• Fishing
• Golfing
• Outdoor pursuits

Tourist shops must offer a visitor experience, for example:-

• Events where visitors can take part
• Live demonstrations
• Static information displays
• Tastings

Large retail outlets may be eligible if they:-

• Contain multiple concessions or brands, and
• Offer visitor facilities such as:-
• Activities (for example children’s play areas, ten-pin bowling, mini-golf, cinema, etc.)
• Places to eat
• Dedicated parking for cars and coaches
• Events

Step 2: Request a Letter of Accreditation 

Before applying for signs, eligible businesses must request an accreditation letter from VisitScotland. 

VisitScotland:- 

• Confirms whether a business meets national eligibility standards
• Does not approve or install signs

To request accreditation, email signposting@visitscotland.com 

Step 3: Applying for Signs 

Once accredited, send your request to visit@eastlothian.gov.uk along with a copy of the official accreditation letter. 

East Lothian Council will assess all requests based on:-

• Location (including town centres and distance from A and B class roads)
• Visibility
• Road safety
• Existing signage

Please note:-

• Businesses within an existing accredited destination that already has brown signs will not be eligible
• Signs on trunk roads or motorways require direct contact with Transport Scotland or its operating companies

Step 4: Approval  

If your application approved:-

Sign Design

• Signs will show only the name of the business and the VisitScotland thistle logo
• Exceptions apply to sites cared for by Historic Environment Scotland and The National Trust for Scotland
• Size, design and placement must meet East Lothian Council and Transport Scotland regulations

Cost

• All costs of design, manufacture and installation are paid by the business
• East Lothian Council will provide designs and costings
• Once approved, an invoice will be issued before signs are ordered

Maintenance

• After installation, signs are maintained by East Lothian Council's Infrastructure & Road Services 
• If a business closes, East Lothian Council will remove the signs
• Any changes or additional signs must go through the same application process
• Businesses are responsible for all costs related to changes

If your application is unsuccessful, East Lothian Council will explain the reason for refusal.

All decision are final and there is no right of appeal.