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1、TourismScotland2020Thefutureofourindustry,inourhandsAstrategyforleadershipandgrowthRecentyearshaveseenScotland’stourismindustrymaintainitspositionasakeycontributortothenation’seconomy,generatinganannualvisitorspendinexcessof￡4.5bn.Thesesameyearshowever,haveals
2、oseenvisitorexpectationsgrowevermoresophisticatedwithashiftawayfromindividualtourismattractionstowardsmoreroundedexperiences,deliveredtoaconsistentlyhighqualityateachpointofthecustomerjourney.TheopportunityforScotland,ifwe’retoaccelerategrowthandgetasclosetoou
3、rfullpotentialaspossible,istoupourgamecollectivelyandturnournation’smanytourismassetsintoquality,authenticvisitorexperiences–inspiringourindustrystrategy,TourismScotland2020.AtaglancePageForewordStephenLeckie,2ChairoftheTourismLeadershipGroup&ScottishTourismAl
4、lianceTourismScotland2020Today’sindustry4Tomorrow’sopportunity6Playingtoourstrengths8Prioritiesforaction12Measuringoursuccess16Ourindustry,inourhands18Foreword“TourismScotland2020isastrategyfortheindustry,bytheindustry.It’stheproductofextensiveconsultation,led
5、bytheTourismLeadershipGroup(TLG),andit’sthemeansbywhichtheScottishTourismAlliance(STA)willleadthemanydifferentbusinessesandstakeholdersacrossthesectortodeliveronecommongoalfor2020andbeyond.MakingScotlandadestinationoffirstchoiceforahighquality,valueformoneyand
6、memorablecustomerexperience,deliveredbyskilledandpassionatepeople.“Asstrategiesgoit’sambitious–justasweare–yetit’srealistictoo,basedonthecollectiveinputofprivateandpublicsector;thoroughresearchintoconsumertrends,ourtourismindustryandinternationaltourismdestina
7、tions;andcarefulanalysisofthebestavailablemarketforecasts.“Drivenbytheneedtoadapttoachangingindustryanduncertaineconomicclimate,itprovidesasnapshotofwherewecurrentlystand,thestepchangesweneedtobringaboutinordertofullycapitaliseonourassets,thepotentialfinancial
8、rewardswhenwedoandtheprioritiesforaction.“Attheheartofthestrategyisgrowthviaquality,authenticvisitorexperiences.Inotherwords,highlightingthoseaspectsofourassetsthatareuniquelyScott
