TOURISM SCOTLAND THE PAST,PRESENT & THE FUTURE ‘BEYOND 2020’ M A R C C R O T H A L L C E O , S C O T T I S H T O U R I S M A L L I A N C E C H A I R N A T I O N A L T O U R I S M S T R A T E G Y S T E E R I N G G R O U P @St_alliance
2012 A busy year
THE NATIONAL To make Scotland a destination of first VISION choice for a high quality , value for money and memorable customer experience , delivered by skilled and passionate people .
AMBITIOUS ALIGNED DESTINATION & SECTOR STRATEGIES
A Commitment by all to Making The Scottish Tourism Experience Unique and Memorable
TS2020 The review involved 1-2-1 consultations, a business REVIEW survey, and a collective impact survey. The review focuses on Available on the four areas: STA website 1. Performance review 2. Progress and delivery 3. Collective impact 4. Key learnings.
SCOTTISH TOURISM HIGHLIGHTS
• The importance of Tourism to THE Scotland has been reinforced • Focus and SUCCESSES • Unpreceden Direction for ted industry Businesses and engagement Stakeholders A number of TOURISM successes were SCOTLAND identified in the 2020 formal review • Destination • Shared Organisations priorities and Sector groups and empowered to ambitions act • A stronger collective voice
JOB DONE , BOX TICKED, MOVE ON?
THE WORLD LOOKS AND FEELS VERY DIFFERENT TODAY
VALUABLE A clearly defined Continued • The TS2020 Ethos audience customer focus LEARNING S WILL Recognition of Inclusive growth A new approach to regional differences and environmental SHAPE THE Destinations and opportunities sustainability FUTURE An innovative Alternative delivery Informed decision STRATEGY response to BREXIT models making Action plans with New governance The need to be SMART targets model responsive
THE LANDSCAPE OF THE GLOBAL TOURISM INDUSTRY HAS CHANGED.
AGILITY AND RESPONSIVENESS TO CHANGE IS ESSENTIAL
NATIONAL FOOD TOURISM STRATEGY 15
MEGATRENDS .
COMPETITOR TOURISM STRATEGIES • Increasing competitiveness • Spreading tourism – encouraging whilst pursuing sustainability spend in areas of high potential • Strengthening international • Attracting new source markets • Addressing seasonality position • Building distinctiveness • Improving quality through • Creating conditions for growth infrastructure, facilities, services • Addressing skills and labour issues and investment • Supporting innovation • Improving transport and • Improving knowledge and data connectivity
TOURISM IS IMPORTANT TO SCOTLAND 5% GDP 200K 32 LOCAL JOBS AUTHORITIES TOURISM IS EVERYONE’S BUSINESS
WE HAVE AMBITIOUS ASPIRATIONS FOR THE FUTURE SCOTTISH TOURISM ALLIANCE | VISITSCOTLAND | SCOTTISH GOVERNMENT | SKILLS DEVELOPMENT SCOTLAND | SCOTTISH ENTERPRISE | HIGHLAND & ISLANDS ENTERPRISE
PARTNERSHIP APPROACH
OUR FUTURE VISION SCOTLAND. WE WILL BE THE WORLD LEADER IN 21 ST CENTURY TOURISM. SCOTTISH TOURISM ALLIANCE | VISITSCOTLAND | SCOTTISH GOVERNMENT | SKILLS DEVELOPMENT SCOTLAND | SCOTTISH ENTERPRISE | HIGHLAND & ISLANDS ENTERPRISE
21st century tourism? Tourism is going to change. It must change. If the industry doesn’t change it, governments will. If governments won’t, tourists will. If tourists won’t, communities will. A new model will be developed. Sustainability, responsibility, innovation and technology already are in many destinations the driving forces that are influencing decisions on the new ways of providing the visitor with the experiences they are looking for.
OUR MISSION Together we will grow the value and positively enhance the benefits of tourism across Scotland by delivering the very best for our visitors, our people, our businesses, our communities and our environment. SCOTTISH TOURISM ALLIANCE | VISITSCOTLAND | SCOTTISH GOVERNMENT | SKILLS DEVELOPMENT SCOTLAND | SCOTTISH ENTERPRISE | HIGHLAND & ISLANDS ENTERPRISE
OUR VISION Scotland. We will be the world leader in 21 st century tourism. OUR MISSION Together we will grow the value and positively enhance the benefits of tourism across Scotland by delivering the very best for our visitors, our people, our businesses, our communities and our environment. SCOTTISH TOURISM ALLIANCE | VISITSCOTLAND | SCOTTISH GOVERNMENT | SKILLS DEVELOPMENT SCOTLAND | SCOTTISH ENTERPRISE | HIGHLAND & ISLANDS ENTERPRISE
OUR PASSIONATE OUR THRIVING PEOPLE PLACES OUR MEMORABLE OUR DIVERSE EXPERIENCES BUSINESSES SCOTTISH TOURISM ALLIANCE | VISITSCOTLAND | SCOTTISH GOVERNMENT | SKILLS DEVELOPMENT SCOTLAND | SCOTTISH ENTERPRISE | HIGHLAND & ISLANDS ENTERPRISE
THE STAKEHOLDERS PEOPLE BUSINESSES VISITORS COMMUNITIES ENVIRONMENT
BEYOND 2020 | OUR VISION AND MISSION OUR PASSIONATE PEOPLE OUR THRIVING PLACES Aim: To attract, develop and retain a skilled, committed, diverse and valued workforce. Aim: To create and develop a sustainable destination together. Outcomes: 1. Our people feel valued for the contribution that they make and have a voice in the Outcomes: workplace. 1. Tourism is recognised nationally, regionally and locally in our communities as a force for good, a catalyst for thriving communities and is able to respond flexibly to the diverse needs of Scotland’s places. 2. All parts of our industry are recognised as a valued career choice, attracting the best people and providing opportunities for all to make the best of their skills and talents. 2. The impacts of tourism on the environment and our communities are understood and 3. Using innovation and creativity, our businesses and communities provide and create good responsibly managed and our landscape, scenery and natural and built heritage are cared for and fair work in a supportive workplace environment. and protected for future generations. 4. The diversity of our workforce more closely reflects the population of Scotland. 3. Everyone takes a shared responsibility for our places to ensure the right growth in the right areas, benefiting both our businesses and communities. 4. Our places are connected, both physically and digitally and supported by the appropriate investment. OUR DIVERSE BUSINESSES OUR MEMORABLE EXPERIENCES Aim: To build business resilience, sustainability and profitability. Aim: To provide the very best, authentic and memorable experiences. Outcomes: Outcomes: 1. Within a supportive environment, our businesses adopt responsible and fair business 1. We are providing a wide range of immersive, responsible and authentic visitor experiences practices, are open to change and committed to investing in their future. that reflect our strengths and changing visitor trends. 2. Our businesses have the capability to secure appropriate investment and the productivity 2. Every visitor expectation is met, with each visitor enjoying the very best experience - of the sector is showing positive improvement, driving inclusive growth and improving financial creating ambassadors for Scotland all over the world returns. 3. Visitors are staying longer throughout the year, seeing more of Scotland and are spending 3. Our businesses are embracing innovation and technology to support both better visitor more during their visit. experiences and the use of new business models that support competitiveness and reflect the changing landscape. 4. Our visitors are able to make seamless journeys and have barrier-free stays that are accessible to all. 4. Our businesses demonstrate visible leadership through increased collaboration, building sustainable and resilient business practices and investing in their people and future success.
OUR PASSIONATE PEOPLE Aim: To attract, develop and retain a skilled, committed, diverse and valued workforce. Outcomes: 1. Our people feel valued for the contribution that they make and have a voice in the workplace. 2. All parts of our industry are recognised as a valued career choice, attracting the best people and providing opportunities for all to make the best of their skills and talents. 3. Using innovation and creativity, our businesses and communities provide and create good and fair work in a supportive workplace environment. 4. The diversity of our workforce more closely reflects the population of Scotland. SCOTTISH TOURISM ALLIANCE | VISITSCOTLAND | SCOTTISH GOVERNMENT | SKILLS DEVELOPMENT SCOTLAND | SCOTTISH ENTERPRISE | HIGHLAND & ISLANDS ENTERPRISE
OUR THRIVING PLACES Aim: To create and develop a sustainable destination together. Outcomes: 1. Tourism is recognised nationally, regionally and locally in our communities as a force for good, a catalyst for thriving communities and is able to respond flexibly to the diverse needs of Scotland’s places. 2. The impacts of tourism on the environment and our communities are understood and responsibly managed and our landscape, scenery and natural and built heritage are cared for and protected for future generations. 3. Everyone takes a shared responsibility for our places to ensure the right growth in the right areas, benefiting both our businesses and communities. 4. Our places are connected, both physically and digitally and supported by the appropriate investment. SCOTTISH TOURISM ALLIANCE | VISITSCOTLAND | SCOTTISH GOVERNMENT | SKILLS DEVELOPMENT SCOTLAND | SCOTTISH ENTERPRISE | HIGHLAND & ISLANDS ENTERPRISE
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