When I became Chief Executive of VisitScotland in July 2001 I found that action was required in four key areas:

•		a restructuring of the national tourist board itself in order to make the organisation more effective
•		more focused and effective marketing
•		improvements to the e-business side of tourism
•		a stronger strategic direction for the Scottish industry

Restructuring VisitScotland was crucial to the overall improvement package. Every job has now been redefined, repositioned and re-evaluated to give an organisation that is more results oriented and consumer focused. We have introduced new people and roles whilst at the same time redeploying and re-invigorating the great depth of talent already in the organisation. This has been done with a minimum of disruption and cost against a background of dramatic change and pressure to deliver on the other key areas identified above. The speed and professionalism with which this has been achieved stand as a credit to every member of staff involved.

In marketing, our attention is now on what consumers want to buy rather than what suppliers want to sell. Following extensive research, we launched a strong new brand for Scottish tourism identifying our country as somewhere unique and authentic with the potential to give visitors experiences that can arouse all the senses.

We have supported this by closely matching our rich and diverse tourism products with the increasingly sophisticated and varied market segments to which they appeal. Scotland is well placed to meet the growing demands of tourists for a special holiday experience, whether in terms of a sporting activity, culture, scenery, cities or just pure relaxation.

Early signs this year suggest the new marketing approach is making significant headway although it will take time and continuous investment before it really pays off. More focused marketing needs to be supported by more focused delivery to the consumer. In this context, better use of the latest information technology is crucial. We have embarked on a pioneering joint venture with private sector partners SchlumbergerSema to produce a unique national tourism service which will transform the way we do business. We now have a state of the art contact centre in Livingston and a significantly enhanced website, allowing people anywhere who want to come to Scotland to make just one stop for all their information and booking.

Behind these efforts, Scottish tourism’s future rests more fundamentally on our visitors having their expectations fulfilled – or, ideally, more than fulfilled – when they are here. Personal recommendations and repeat visits outweigh the value of even the best marketing.

In this respect, the greatest challenge is to have a confident industry that works with a common purpose towards common goals. VisitScotland led a review of the national strategy for tourism in the past year culminating in the publication of a Framework for Action. This review involved greater breadth of consultation and depth of support than has been seen before in the industry. This has given us a sound base to build the common purpose we need and we will carry this forward more fully in the action plan.

Throughout all the above, we have had the strong support of the Scottish Executive, Area Tourist Boards, other public sector agencies and – most of all the industry. Ministers in particular have increasingly recognised the significance of tourism in terms of employment, financial contribution, sustainability and growth potential. The speed of reaction in allocating additional funding to the industry to assist with the crises created by Foot and Mouth disease and the September 11 attacks last year showed this new understanding which bodes well for the future.

Underlying the Framework for Action is the recognition that Scotland’s competitive position in the world rests heavily upon offering an experience that is characterised throughout by choice, quality and high standards of service. This experience is not confined to accommodation providers, restaurateurs or transport operators but is shaped by everything and everyone the visitor comes into contact with. A recurring theme over the last year and into the future will be that Tourism is Everyone’s Business and that we all have a part to play in ensuring the success of what is Scotland’s most important industry.

Over the last twelve months, VisitScotland has firmly grasped its responsibilities with a new vigour and sense of direction. We are playing our part and will continue to do so as part of the national effort to regain our place in world tourism.

Philip Riddle
Chief Executive