Tourism strategy
Scotland’s tourism strategy, A Tourism Framework for Change, outlines ambitious plans for a 50 per cent growth in tourism spending by 2015. This target considers opportunities presented by the continuing growth in world tourism and Scotland’s assets, such as its:
- natural environment
- built heritage
- distinctive culture
- food and drink
- outdoor activities such as golf and mountain biking
Meeting challenges and realising opportunities
The strategy acknowledges that achieving this level of growth is dependent on the Scottish tourism industry capitalising on these assets, and meeting and exceeding expectations in an increasingly competitive global industry. Themes of the strategy that reflect these challenges are:
- market intelligence and innovation
- the customer experience
- marketing
- infrastructure and the business environment
- sustainability
Download the Tourism Framework for Change document from the Scottish Government website
Our support for the tourism strategy
In partnership with the Government and the Public Sector, the tourism industry in Scotland has an important role to play in helping achieve the goals set out in the tourism strategy for Scotland.
We encourage and support the concept of working differently and collaboratively, developing your business through innovation to build on the assets that give Scotland a competitive edge.
Tourism Industry Leadership Group
A new Tourism Leadership Group has been developed to refresh the industry strategy by April 2011 and set out the growth opportunities for tourism going forward. The group is led by Stephen Leckie from Crieff Hydro.
Find out more about improving your business and how we can help
Contact the tourism team to discuss our policy