How to apply for brown tourist signs

This guidance outlines the process for tourism businesses in East Lothian requesting brown visitor signs. It outlines the eligibility criteria, application steps, and responsibilities of relevant parties. This process aligns with VisitScotland's updated national approach, ensuring that businesses adhere to the required standards and conditions. The new process takes effect from 1 April 2025 and supersedes previous guidance.

Eligibility Criteria

A business must qualify as a tourist destination as defined by The Traffic Signs Regulations and General Directions 2016. To be eligible, the business must:

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

Purpose of Signs

Brown visitor signs are designed to provide clear and consistent directions for people already aware of a business or attraction.
They are designed to direct drivers to their destination during the final stages of their journey.
They are not a substitute for effective marketing. Businesses should ensure their website, maps and other promotional materials provide clear location details.

Application Process

Step 1: Check Eligibility

Who is eligible for Brown Tourist Signs?

Experiences

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

bed & breakfasts
caravan and camping
guesthouses
holiday parks
hotels

Who is ineligible for Brown Tourist Signs?

exclusive use venues
accommodation used exclusively by groups
short-term or temporary businesses or events
mobile businesses with no fixed location
businesses that operate on a members-only basis – any ancillary facilities are therefore also exempt
self-catering or glamping accommodation, except:
- where multiple units have a staffed reception area and have on-spec accommodation
- available on a nightly basiswhere the accommodation is eligible for traffic management and / or road safety issues in certain circumstances
tours, except:
- where the tour operator has a staffed reception area and has on-spec tours available
worshipping churches or places of active worship, except:
- where the property is open to the public outwith scheduled times of worship
- where the property has a formal, regular visitor proposition

What retail outlets are eligible for Brown Tourist Signs?

A single independent retail unit

An outlet that showcases merchandise produced in Scotland, for example:

arts and crafts (including galleries)
food and drink (including farm shops)
tweed and textiles

Where products are not produced in Scotland, the range should be curated to highlight typically Scottish themes such as:

fishing
golfing
outdoor pursuits

Tourist shops would be expected to have a visitor experience offering on a regular basis. This can include, but is not limited to, a production element as part of the experience either through:

events allowing visitors to participate in the process
live demonstrations
static information
tasting opportunities

A large retail outlet

An outlet featuring multiple concessions or individual retail units featuring a range of local or national brands. The outlet will offer:

activities (children’s play area, ten-pin bowling, mini-golf, cinema, etc.)
dining options
dedicated parking for cars and coaches
events

Step 2: Request a Letter of Accreditation

Before applying, eligible businesses must obtain an official accreditation letter from VisitScotland. VisitScotland is responsible for confirming eligibility but does not approve signage installation. To request accreditation, email signposting@visitscotland.com

Step 3: Applying for Signs

Once accredited, businesses can submit a request to apply for signs to visit@eastlothian.gov.uk along with a copy of the official accreditation letter.

East Lothian Council will assess requests based on factors including location (this will include within town settlements and distance to A & B Class roads), visibility, road safety and existing signage.
Businesses that operate within an existing accredited tourism destination that already has brown signs, will not be eligible.
If signage is required on trunk roads or motorways, businesses need to liaise with Transport Scotland or its operating companies.

Step 4: Approval

If your application is successful, you should note the following:

Design of Signs

Brown signs will only show the name of the business and the VisitScotland thistle logo, except for properties in the care of Historic Environment Scotland, and The National Trust for Scotland, where an appropriate symbol will be included.
The size, placement and design must comply with East Lothian Council and Transport Scotland regulations.

Cost of Signs

All costs associated with the design, production and installation of brown signs will be the responsibility of the business.
Once a business has been approved for signs, East Lothian Council will provide the business with designs and costings.
When the business has approved the design i.e. checked that the business name is correct, and agrees to pay the costings, East Lothian Council will send an invoice before ordering signs.

Maintenance of Signs

Once manufactured and erected, East Lothian Council's, Infrastructure & Road Services department will adopt the signs and maintain them.
If a business ceases operation, East Lothian Council's, Infrastructure & Road Services department will arrange for the removal of signage.
Any requests for updates or alterations to existing signage or for additional signage, must be submitted to East Lothian Council for approval through the same process as applying for a sign for the first time. Businesses will be responsible for all costs associated with updates or alterations.

If your application is unsuccessful East Lothian Council will inform you and provide you with the reasons for refusal.

East Lothian Council's decision is final and there is no right of appeal.

If you have any queries, please contact visit@eastlothian.gov.uk