SPRING INTO SUMMER CAMPAIGN 2001
Target: £7.2m additional expenditure Result: £19.1m
additional expenditure – extra FMD funding from the Scottish
Executive led to enhanced response
2
UK AUTUMN CAMPAIGN 2001
Targets: £6m additional expenditure and 60,000 unique
visits to internet seasonal site Results: £6.1m additional expenditure
and 190,203 unique visits to internet seasonal site
3
US 2001 CONSUMER CAMPAIGN RESPONSE
Target: 140,000 Result: 244,000 Worth an estimated £157.1m
in additional expenditure – extra £350,000 funding
from the Scottish Executive led to enhanced response
4
GERMANY 2001 CONSUMER CAMPAIGN RESPONSE
Target: 20,000 Result: 21,000 Worth an estimated £7.2m
in additional expenditure
5
FRANCE 2001 CONSUMER CAMPAIGN RESPONSE
Target: 25,000 Result: 18,800 Worth £4.3m in additional
expenditure – campaign broke around same time as Foot
and Mouth disease, resulting in dampened response
6
BUSINESS TOURISM
Target: generate 2,200 direct enquires, and enquiries for specific
events worth a potential £25m Result: 2,492 enquiries
generated worth a potential £39.5m – enquiries for
larger events have increased potential spend
7
VISITSCOTLAND.COM
Average daily visitor sessions 2000-2001 to 2001-2002 –
53% increase. Average visitor session duration: calendar year
2000 – 15.1 minutes; 2001 – 19.4 minutes
CONSUMER FOCUS
8
ETOURISM JOINT VENTURE
Target: select a preferred bidder by 30th September 2001
Result: SchlumbergerSema appointed on 18th October 2001
Target: achieve financial close by 31st March 2002
Result: achieved on 1st May 2002
9
QUALITY AND STANDARDS
Target: increase average quality assurance star rating from
2.8
at July 1999 to 3 stars by July 2005 Result: 2.96 at March 2002
10
GENEALOGY TOURISM
Target: develop and launch web portal ancestralscotland.com
Result: web portal ancestralscotland.com launched January 2002
ENHANCED STATUS
11
NATIONAL TOURISM STRATEGY REVIEW
Target: lead the first review of the 2000-2005 national tourism
strategy, in collaboration with the tourism industry, to make
sure
the review document is published by 31st March 2002 Result:
Tourism Framework for Action published on 11th March 2002
