[PPT] - TOURISM SCOTLAND THE PAST,PRESENT & THE FUTURE BEYOND 2020 M A PowerPoint Presentation

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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

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2012

A busy year

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To make Scotland a destination of first choice for a high quality, value for money and memorable customer experience, delivered by skilled and passionate people.

THE NATIONAL VISION

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AMBITIOUS ALIGNED DESTINATION & SECTOR STRATEGIES

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A Commitment by all to Making The Scottish Tourism Experience Unique and Memorable

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TS2020 REVIEW

The review involved 1-2-1 consultations, a business survey, and a collective impact survey. The review focuses on four areas:

1. Performance review
2. Progress and delivery
3. Collective impact
4. Key learnings.

Available on the STA website

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SCOTTISH TOURISM HIGHLIGHTS

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TOURISM SCOTLAND 2020

The

importance of Tourism to Scotland has been reinforced

Unpreceden

ted industry engagement

Shared

priorities and ambitions

A stronger

collective voice

Destination

Organisations and Sector groups empowered to act

Focus and

Direction for Businesses and Stakeholders

THE SUCCESSES

A number of successes were identified in the formal review

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JOB DONE, BOX TICKED, MOVE ON?

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THE WORLD LOOKS AND FEELS VERY DIFFERENT TODAY

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VALUABLE LEARNING S WILL SHAPE THE FUTURE STRATEGY

The TS2020 Ethos

A clearly defined audience Continued customer focus Recognition of regional differences and opportunities Inclusive growth and environmental sustainability A new approach to Destinations An innovative response to BREXIT Alternative delivery models Informed decision making Action plans with SMART targets New governance model The need to be responsive

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THE LANDSCAPE OF THE GLOBAL TOURISM INDUSTRY HAS CHANGED.

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AGILITY AND RESPONSIVENESS TO CHANGE IS ESSENTIAL

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NATIONAL FOOD TOURISM STRATEGY

15

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MEGATRENDS.

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Increasing competitiveness

whilst pursuing sustainability

Strengthening international

position

Building distinctiveness
Creating conditions for growth

and investment

Supporting innovation
Improving knowledge and data
Spreading tourism – encouraging

spend in areas of high potential

Attracting new source markets
Addressing seasonality
Improving quality through

infrastructure, facilities, services

Addressing skills and labour issues
Improving transport and

connectivity

COMPETITOR TOURISM STRATEGIES

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200K JOBS

TOURISM IS IMPORTANT TO SCOTLAND TOURISM IS EVERYONE’S BUSINESS

5% GDP 32 LOCAL AUTHORITIES

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WE HAVE AMBITIOUS ASPIRATIONS FOR THE FUTURE

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PARTNERSHIP APPROACH

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SCOTLAND. WE WILL BE THE WORLD LEADER IN 21ST CENTURY TOURISM.

OUR FUTURE VISION

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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.

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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. OUR MISSION

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OUR VISION

Scotland. We will be the world leader in 21st 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.

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OUR PASSIONATE PEOPLE

OUR THRIVING PLACES OUR DIVERSE BUSINESSES OUR MEMORABLE EXPERIENCES

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PEOPLE

VISITORS

BUSINESSES

THE STAKEHOLDERS

COMMUNITIES ENVIRONMENT

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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.

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. OUR DIVERSE BUSINESSES Aim: To build business resilience, sustainability and profitability. Outcomes:

1. Within a supportive environment, our businesses adopt responsible and fair business

practices, are open to change and committed to investing in their future.

2. Our businesses have the capability to secure appropriate investment and the productivity
f the sector is showing positive improvement, driving inclusive growth and improving financial

returns.

3. Our businesses are embracing innovation and technology to support both better visitor

experiences and the use of new business models that support competitiveness and reflect the changing landscape.

4. Our businesses demonstrate visible leadership through increased collaboration, building

sustainable and resilient business practices and investing in their people and future success. OUR MEMORABLE EXPERIENCES Aim: To provide the very best, authentic and memorable experiences. Outcomes:

1. We are providing a wide range of immersive, responsible and authentic visitor experiences

that reflect our strengths and changing visitor trends.

2. Every visitor expectation is met, with each visitor enjoying the very best experience -

creating ambassadors for Scotland all over the world

3. Visitors are staying longer throughout the year, seeing more of Scotland and are spending

more during their visit.

4. Our visitors are able to make seamless journeys and have barrier-free stays that are

accessible to all.

BEYOND 2020 | OUR VISION AND MISSION

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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.

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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.

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OUR DIVERSE BUSINESSES

Aim: To build business resilience, sustainability and profitability.

Outcomes:

1. Within a supportive environment, our businesses adopt responsible and fair business practices, are
pen to change and committed to investing in their future.
2. Our businesses have the capability to secure appropriate investment and the productivity of the sector

is showing positive improvement, driving inclusive growth and improving financial returns.

3. Our businesses are embracing innovation and technology to support both better visitor experiences

and the use of new business models that support competitiveness and reflect the changing landscape.

4. Our businesses demonstrate visible leadership through increased collaboration, building sustainable

and resilient business practices and investing in their people and future success.

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OUR MEMORABLE EXPERIENCES

Aim: To provide the very best, authentic and memorable experiences.

Outcomes:

1. We are providing a wide range of immersive, responsible and authentic visitor experiences that reflect
ur strengths and changing visitor trends.
2. Every visitor expectation is met, with each visitor enjoying the very best experience - creating

ambassadors for Scotland all over the world

3. Visitors are staying longer throughout the year, seeing more of Scotland and are spending more during

their visit.

4. Our visitors are able to make seamless journeys and have barrier-free stays that are accessible to all.

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ONE WORLD

Sustainability must guide all

ur actions