|
Tourism in Scotland is a £4billion business, providing
employment for almost 200,000 Scots. Tourism is our most important
indigenous industry and it is inextricably linked to every
part of Scottish life. Given the scale and the size of the
industry, it is no surprise that the economic well-being of
the nation is touched by the way Scotland is portrayed.
key role
VisitScotland plays a key role in working with the industry
to enhance its status, building an understanding of tourism
as a strategic industry making a vital contribution to Scotland.
Our aim is to stimulate a change in attitudes and behaviour
so that everyone in Scotland understands they have an active
role in the success of tourism.
tourism is everyone's business
It is not just hotels and other businesses working directly
in tourism that are dependent on visitors, a wide range of
other businesses – from retail to leisure rely on tourism
to boost their income. Tourism does not start and finish at
the guest house door – its about the friendly person
selling a newspaper, the chatty taxi driver, the passer-by
who takes the trouble to offer directions. Every piece of
litter discarded, every unhappy experience damages our fine
reputation. Tourism really is everyone's business.
This is why it is essential that everyone across Scotland
from individuals to big business pull together to create an
industry which feels valued.
Too often tourism plays second fiddle to other industries
even though it is indigenous, sustainable and has potential
for enormous growth.
partnership
But VisitScotland cannot do this alone – this is a task
that everyone needs to be enthusiastic about. Partnership
and collaboration are essential to creating an understanding
of tourism and a desire for consumers to holiday here again
and again. VisitScotland is fully committed to encouraging
this unified approach and promoting increased business collaboration
and an exchange of information across the board, to help strengthen
and encourage new partnerships.
scotexchange.net
Through facilities such as scotexchange.net, reliable and
accurate information is targeted at key audiences to ensure
the industry recognises its customers and understands their
needs. This also assists the industry to formulate collaborative
activities and develop strategies and initiatives to make
their products more attractive and competitive for the consumer.
The popularity of scotexchange.net and its effectiveness
as a vital information resource is demonstrated by the user
figures which show that the site has an average of 20,000
user visits a month after only two years of operation. By
keying in to our target audiences using these resources, there
is huge scope for relying on market intelligence, examples
of best practice and business development advice to the coal
face of Scottish tourism which is constantly striving to keep
ahead of the game.
tourism framework for action
The Tourism Framework for Action was an example of partnership
working at its best – where the Scottish Executive, agencies
and the industry worked together on a vision for Scottish
tourism.
It is a key milestone on the road to making Scotland one
of the leading destinations in world tourism. The crafting
of the framework by the industry and public sector agencies
was a model in teamwork, with a great clarity on what had
to be done and by whom, to secure a real difference for tourism
in Scotland. The framework, launched in March 2002, develops
and takes forward the actions contained in the New Strategy
for Scottish Tourism that was published in February 2000.
Tourism minister Mike Watson challenged Scotland’s tourism
operators to take the lead in driving the country forward.
The Framework for Action is a mechanism for change that will
have its own steering group of industry and public sector
representatives.
VisitScotland has a leadership role in helping to develop
the strategic direction and create an environment that encourages
and supports success in tourism, recognising the importance
of the industry to Scotland.
VisitScotland's marketing spend is only part of the total
support available to tourism, so we need to be focused in
how it is spent and also use it to lever private sector funding.
It is up to the industry to make sure the quality is so good
that people leave Scotland saying 'What an experience –
I can't wait to go back.'
next steps
Although Scottish tourism is in much better shape than a year
ago, it will be over the next two years that the real results
of recent activity will be seen. The Framework for Action
outlines steps that must be taken by everyone involved in
tourism, from the individual operator to large public agency.
The new blueprint gives a clear vision and focus, which must
be delivered by the industry: The vision: 'Scotland is a must-visit
destination where visitors'needs come first, and tourism makes
a vital contribution to economic growth.'
VisitScotland is delighted with the partnership effort that
has provided tourism with the sound framework on which to
build increased generation of jobs and wealth across Scotland.
The joint efforts have also helped to cement relationships
with the various bodies that exist to support tourism. There
is a strong feeling that all involved are working together
with a focus very firmly on common goals to create jobs and
wealth across Scotland.
|
