Date :
22/02/2013
With a vision of making Scotland a destination of first choice by 2020, the new Scottish tourism strategy, Tourism Scotland 2020, is a collaborative effort from right across Scotland’s tourism industry.
At the heart of the strategy is the call for everyone involved in the industry to ‘up their game’ individually as businesses and collectively as areas. It is an industry-led, collaborative approach to growing tourism in Scotland.
“The strategy puts the responsibility in the industry’s hands and encourages business leaders to take ownership and ensure they are delivering the essential building blocks,” explains Marc Crothall, CEO of the Scottish Tourism Alliance.
Those building blocks include thoroughly understanding existing and potential markets and visitors, recognising assets and turning them into great experiences that meet the needs of those markets, and delivering high quality and authentic experiences throughout the customer journey.
“Across the country there are great examples of businesses making the most of unique assets and people doing things a bit differently like Marion Oates of Farm Stay UK who has become famous for serving up her locally made Irn-Bru and chilli sausages – a quality breakfast with an authentic twist,” says Marc.
“But above all, the focus must be on excellence, providing a seamless journey that improves the quality of experience from accessibility, to delivery on the ground through to the follow-up.”
The strategy has an ambitious target of increasing revenue, based on overnight stay accommodation, from the 2011 figure of £4.5 billion to £6.5 billion in 2020.
“The incremental growth target will be achieved by raising the bar and providing a consistent high quality experience throughout all stages of the customer journey” says Marc.
“So, for example, the visitor that has an excellent experience at a business tourism event will want to come back with his or her family to enjoy the many other experiences that Scotland can offer.
“We have to be forward-thinking and look at our future markets and what will bring visitors flocking to Scotland and encourage them to return.”
To find out more about Tourism Scotland 2020, visit the Scottish Tourism Alliance website