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TOURISM
@visitscotland
SCOTLAND 2020
YEARLY REVIEW | MARCH 2018
FOREWORD
STEPHEN LECKIE, CHAIR, TOURISM LEADERSHIP GROUP,
MARCH 2018
Over the last five and a half years, This alignment helped us significantly
Tourism Scotland 2020 (TS2020) has when we undertook the TS2020 Mid
brought our industry together. It has Term Review in 2016.
provided the single framework around
which the many tourism industry The review concluded that, reassuringly,
groups, initiatives and organisations our framework was still fit for purpose
have gathered, providing a common and looking across the different
language and a reason for discussions to strategies we could see clearly that
take place. there were common themes which
could be effectively addressed with a
The delivery of the strategy has been national approach. Four national
overseen by the Tourism Leadership priorities were agreed;
Group, comprising senior industry,
Government and public sector
representatives, and is supported by the 1. Increasing the digital capabilities of
Scottish Tourism Alliance. the sector
The success of the TS2020 strategy, 2. Increasing the leadership
colloquially known as ‘The Rocket’, has capabilities of the sector
resulted in over 35 destination and
sector strategies being aligned to the 3. Influencing investment
national framework, and whereas it
provides a framework, it also enables 4. Raising the quality of the visitor
plenty of flexibility so that regions and experience, in particular skills
sectors can express their own
personalities and highlight their own
strengths and challenges.
Since the launch of the TS2020 Mid Term Review, activity on these four themes has
been underway. We have continued to advise and support where we can the
regional and sector groups in the delivery and alignment of their own strategies.
Some highlights from the year include:
• Our flagship digital programme, Digital • The importance of investing in
Tourism Scotland, got a revamp this year infrastructure and facilities which
with the launch of a new digital platform benefit both the communities and
on www.digitaltourismscotland.com. Far visitors has been highlighted over the
more user friendly, the website lists all summer, and the launch of the Scottish
the events across the country, together Government’s Rural Tourism
with support and advice. The Infrastructure Fund helps to recognise
programme has engaged with over this.
20,000 industry professionals and 10% of
the tourism industry so far. • Tourism related investments are being
considered within the majority of City
Region Deals and Regional Growth
• The cycle of the renewal and review of
Deals which are underway or in
destination strategies continues, with
development at the moment. The
Fife and Aberdeenshire being reviewed,
Tourism Leadership Group partners are
Renfrewshire recently published and
feeding in to ensure a joined up
Shetland and Glasgow City Region in
strategic approach and that tourism
development. All are aligned to TS2020.
opportunities within the deals are
The heritage tourism and marine
maximised.
tourism strategies are also reporting on
progress in the coming month.
• People and skills continue to focus on
the need to encourage people, young
and old, to see tourism as a career. The
STA and other industry leaders continue
to work with Springboard,
employees and Universities, colleges
and schools to highlight the varied
careers available.
As you can see work continues to Our industry and our businesses need to
support the delivery of TS2020. We be as resilient as they can be, so that
encourage all partners to report on their with falling budgets and rising costs we
activities so we can highlight the can weather any storms which may
collective impact. This will keep Scottish approach our shores.
tourism on track and make it ready to
face the next decade with confidence. So looking ahead to 2018, the Tourism
Leadership Group’s focus will turn to the
To help get word out, we have launched next tourism strategy beyond 2020. We
the ‘TS2020 Update’ a bi-monthly will review what has been achieved,
publication which focuses on the key what more needs to be done or needs to
TS2020-related initiatives. The STA’s be done differently in the coming years.
monthly publication ‘The Talker’ aimed Whilst this is underway, TS2020 and all
at tourism businesses also includes the related strategies will continue to be
strategic information relevant to delivered. We would expect there to be
businesses. continuity between TS2020 and the
next strategy.
Our Big 5 Questions campaign aims to
bring together in one place the TS2020 is a team effort and on behalf of
considerable amount of support that is the Tourism Leadership Group, I would
available to tourism businesses and I like to thank everyone involved across
would encourage you to visit the pages the country from different organisations,
and take advantage of the help that is companies, agencies and at a local,
available. regional, sectoral and national levels.
Together, ‘the future of our industry is
We know that uncertainty is around the in our hands’.
corner and this may affect our economy.
With rising costs and little growth in the
domestic market, we need to make the
most of the opportunities which are
presented to us, such as capitalising on
the buoyant inbound international
markets and huge growth in day visits.
Stephen Leckie,Chair, Tourism Leadership Group
INDUSTRY
PERFORMANCE
TOTAL OVERNIGHT VISITOR
SPEND
Source: Great Britain Tourism Survey / International Passenger Survey
Forecast expressed in nominal terms, including inflation
TOTAL GROWTH MARKETS
OVERNIGHT SPEND
Spend (£ million / nominal) 2010 2011 2012 2013 2014 2015 2016 2017 (e) 2020 (e)
Home Turf 2,517 3,018 2,892 2,889 2,871 3,110 2,897 2,940 3,586
Near Neighbours 660 732 641 698 706 693 629 818 875
Distant Cousins 348 414 450 457 654 582 742 747 505
Emerging Markets 45 34 55 79 93 60 65 93 70
Source: Great Britain Tourism Survey / International Passenger Survey. (£million / nominal (includes inflation))
AVERAGE VISITOR SPEND
£900
£800
£700
Visitor spend (£)
£600
£500
£400
£300
£200
£100
Source: Great Britain Tourism Survey / International Passenger Survey
TOTAL TOURISM TURNOVER
(£ millions)
Source: Scot Gov 'Growth Sector Statistics Database' - published 30 Aug 17.
TOURISM JOBS
Employment
Source: Scot Gov 'Growth Sector Statistics Database' - published 16 Nov 17.
LEADERSHIP
Leading the Strategy Scottish Tourism Week
No one organisation can deliver the Developed and led by the Scottish
national tourism strategy and with over Tourism Alliance, Scottish Tourism
35 strategies aligned to the national Week 2017 had the theme of ‘The
approach, the number of individuals Future Beyond 2020’. The week shines
and organisations involved with leading a spotlight on the tourism industry
and delivering TS2020 is significant. To and its importance to Scotland.
deliver this collegiate approach, positive
relationships have been established Over 450 people attended the STA
based on trust. It is truly a team effort. Signature Conference which kicked
off the week and over 25 events and
At a national level, oversight of the conferences were held across
strategy remains the responsibility of Scotland over the next 9 days. In total
the Tourism Leadership Group which over 1,500 people were involved in the
comprises senior representatives from tourism conversation and there were
the industry, public sector and Scottish over 158,000 impressions on Twitter.
Government. The Scottish Tourism
Alliance continues to provide support to In 2018, Scottish Tourism
this group and other TS2020-related Week became Scottish Tourism
initiatives through its role as Month.
coordinator. The organisation also acts
as champion for the strategy.
Recognising and celebrating
excellence in Scottish Tourism
This year marks the 25th anniversary of
the Scottish Thistle Awards, Scotland's
tourism industry Oscars. The awards
reflect the national tourism strategy and
entries were up 5% on last year.
Freda Newton, Silver Thistle Winner 2017
750 1
entries for the 2017 New National Category - Best
awards Business Event
Destination Leaders Programme
Based on an internationally acclaimed This year, the DLP was awarded the 2017
initiative originating in Melbourne, the THELMA Award (Times Higher
Destination Leaders Programme (DLP) Education Leadership and Management
was designed to identify emerging Awards) for Outstanding Employer
tourism leaders and provide them with Engagement Initiative which recognises
the skills, knowledge and networks they the best examples of innovation,
need to become effective destination teamwork and enterprise at academic
leaders. It is funded jointly through institutions.
Scottish Enterprise and delegate fees
and delivered by Edinburgh Napier Click here for more about the impacts
University. and outcomes of the programme from
alumni.
Now in its fifth year, 81 individuals have
graduated from the DLP creating an
extensive network of destination leaders
across Scotland.
Aspiring Leaders Programme The Business Improvement Academy
In Glasgow, the Glasgow Welcomes The Business Improvement Academy is a
initiative led by Glasgow Life and Scottish Enterprise initiative which aims
supported by Scottish Enterprise has to improve productivity by focusing on
launched a pilot Aspiring Leaders incremental improvements and
Programme. This new leadership behavioural change. Academies
training programme will assist have been delivered in Edinburgh and
managers in tourism and hospitality to Glasgow with plans for Aberdeenshire.
improve their leadership skills and
introduce them to business efficiency Apex Hotels and Radisson Blu have both
and productivity drivers. Fifteen aspiring taken advantage of the programme, with
leaders have been identified within the Radisson Blu demonstrating a significant
city and the course commenced in drop in cost of labour percentage
January 2018. (COL%). As a result Apex Hotels
focused on increased innovation and staff
development.
SUSTAINABLE TOURISM Sustainable Tourism Objectives: Scotland’s sustainable tourism objectives reach across all parts of the sector and the strategy aims to support a strong, resilient and sustainable industry. 1. Grow sustainable tourism opportunities 2. Help the sector adapt to climate change 3. Make holidays accessible to all 4. Improve the quality of jobs 5. Support communities and enhance quality of life 6. Protect and enhance natural and cultural heritage 7. Reduce resource use and waste 8. Reduce transport tourism impact As you will read, many of the initiatives in this report contribute to one or more of the objectives. Help the Sector Adapt to Climate Change In October 2017, Interface and Adaptation Scotland organised Fit for our Future, an event which aimed to prompt tourism stakeholders to consider how a changing climate might impact our industry. In January 2018, Adaptation Scotland published tourism-specific business advice in collaboration with Scottish Enterprise, VisitScotland and The 2020 Climate Group.
5. Support communities and enhance
quality of life
6. Protect and enhance natural and
cultural heritage
7. Reduce resource use and waste
8. Reduce transport tourism impact
Reduce Resource Use and Waste
Green Tourism is the largest national Green Tourism has been a leader in
sustainable grading programme in the supporting Scotland’s Climate Change
world, and celebrates its 20th Commitments.
anniversary. The role Green Tourism plays
is to support members in translating To mark 20 years, Green Tourism
sustainable goals into auditable business has produced a special report
actions that better equip businesses and highlighting the contributions which
the planet. Established, and still based, in Green Tourism members have
Scotland the programme has collectively made.
undertaken over 15,000 assessments
since it began in 1997, with over 800
tourism businesses participating in
Scotland,
1 million tonnes of water ¼ million tonnes of carbon
saved. saved.
Over 30% of Green Tourism
25 million visitors p.a. to businesses are avoiding
accredited attractions. single use plastic water
bottles.
Tourism businesses have Over 5 million bed nights p.a.
been involved in over 5,000 have been spent in Green
green projects, from tree Tourism serviced
planting to litter picks and accommodation.
community gardens.TOURISM DATA
The need for the tourism sector to use data more effectively and creatively continues
to grow in importance. With increased emphasis on effective monitoring and a
recognition that large datasets can be mined innovatively to provide tourism
insights, a number of tourism projects are beginning to come to the fore.
Data Opportunity – Tourism Plan
Scottish Enterprise is leading a An industry/public sector steering group
partnership of public sector and industry is being formed with backing of the
to create a Tourism Data Opportunity Tourism Leadership Group to lead the
Plan. The plan will help ensure that delivery of this plan, which will support
the tourism industry is well positioned to the industry to increase data driven
benefit from the rapid developments innovation.
around data driven innovation in line
with Scottish Government’s Open Data The plan will coordinate strategic
Strategy. engagements with key partners
including University of Edinburgh who
are taking a lead role in the data
activities funded through the Edinburgh
City Region Deal.Edinburgh Tourism Innovation Challenge Creating new ways to ensure The Challenge has already resulted in Edinburgh’s tourism industry meets three new businesses forming to its strategic goal of £1.6bn by 2020 provide travel tech solutions which was the objective of this project. address challenges in Scotland and Scottish Enterprise recruited over 90 are scalable to other destinations. data scientist and UX (user One uses gamification to address experience), digital and tourism visitor dispersal, a second focuses experts. Local tourism partners on crowd safety and management provided the focus (and the data) for and the third taps into the $150bn the tech sector allowing them to Chinese wedding market. contextualise their solutions. VisitScotland Tourism Barometer VisitScotland is piloting a new A number of regions, including Falkirk, business barometer with a number of Perthshire and Argyll & the Isles, are part destinations. This quarterly survey of the pilot. A number of other aims to help destinations better destinations, including our National understand how businesses are Parks and Glasgow, undertaking their feeling and performing. own regular business sentiment surveys.
INFLUENCING INVESTMENT Due to tourism’s reach across so many parts of the economy, it has been difficult to build an effective case for strategic investment. To better articulate the case the Tourism Leadership Group has been working closely with the Scottish Government and agency partners to develop a clear narrative for the sector’s economic contribution. The Tourism Leadership Group has also been looking to better understand available tourism data in order to ensure tourism's contribution to the Scottish economy is clear. A Tourism Facts & Figures document is to be launched in Spring 2018.
Tourism Development Framework The Tourism Development Framework This Framework was refreshed in for Scotland was first published in June January 2017 and a list of projects 2013 with a focus on the importance of highlighted over £16.5 billion of planned the planning system in Scotland and infrastructure investment to 2020. A the role it plays in assisting and update is planned for late 2018. promoting growth in the visitor economy. The Framework aligns One action within the Framework was directly with Tourism Scotland 2020, to make the information more dynamic and is now referenced in national by matching the current provision of planning policy and strategy tourism products with future demand documents. Private sector operators using data analytics and research and investors are able to use it as an trends. VisitScotland is leading this important source of support and work and hopes to have three pilot advice. projects in place during 2018.
Rural Tourism Infrastructure Fund
These were:
In October 2017, the Scottish
Government announced the Standing Stones of Stenness, Orkney
creation of a £6m Rural Tourism (£80k for car park)
Infrastructure Fund which seeks to Fairy Pools, Isle of Skye (£300k to
support sustainable growth of develop visitor facilities including
tourism in popular rural areas toilets)
across Scotland. Funding for the Neist Point, Isle of Skye (£100k to
first three sites to receive support improve road access & parking)
was announced in February.
City Region Deals
Additional infrastructure Glasgow City Region Deal – signed
investment will be secured through August 2014
six City Region Deals. This Aberdeen City Region Deal – signed
investment will support November 2016
tourism through improvements to Inverness City Region Deal – signed
transport infrastructure and in January 2017
some regions there are specific Edinburgh & South East Scotland
tourism investments. City Region Deal
Tay Cities City Region Deal
Stirling and Clackmannanshire City
Region DealDIGITAL CAPABILITIES Digital Tourism Scotland Digital Tourism Scotland (DTS) is a £1.2 million programme to support tourism businesses in harnessing the power of digital (£656,757 Scottish Government and £561,757 SE). The programme is led by Scottish Enterprise in partnership with Business Gateway, Scottish Government, Highlands and Islands Enterprise, Scottish Tourism Alliance, Skills Development Scotland and VisitScotland. The programme supports the TS2020 Mid Term Review priority to increase digital capabilities of the sector, with specific aims to: 1. Grow the volume of businesses trading online. 2. Improve sector productivity through more businesses adapting digital processes. To date, over 3500 delegates have participated in over 200 workshops and awareness raising events have been held across the country. Phase Two began in 2017 with the launch of the new Digital Tourism Scotland website -www.digitaltourismscotland.com - and an updated series of events and workshops. All activities are being promoted under the strapline 'digital expertise without the jargon'.
DTS Progress to date (2015 – 2018):
20k
individuals have
65% of businesses said since
participated in DTS engaging with DTS they
webinars showcasing latest were more likely to
technologies. introduce new digital
processes.
48% of accommodation 25 destinations across
businesses in VS.com are Scotland are involved
now bookable online, up with DTS.
from 3% in 2015.
DTS maximises public investment by bringing together Enterprise Agency,
Digital Boost, Business Gateway and VisitScotland support.QUALITY OF THE
VISITOR EXPERIENCE
Recognising and adapting to the This year development has taken place
changing nature of tourism is essential if in two new areas - food tourism and the
Scotland is to continue providing quality collaborative economy – and there is
experiences. continued delivery of flagship customer
service programmes, WorldHost
Destinations and Glasgow Welcomes.
Food Tourism
Food and drink is one of the themes in This new framework will provide Scotland
Tourism Scotland 2020 and is also a key with a huge opportunity to shine the
part of the food and drink industry’s new spotlight on our quality, diverse range of
strategy, Ambition 2030. produce and to strengthen the
association of Scotland as a place of
To capitalise on the increasing outstanding food and drink experiences.
importance of local, good quality food
and drink to visitors, the Scottish Tourism An industry steering group has been
Alliance and Scotland Food & Drink are established and engagement has been
working together to develop a National high, with over 650 responses to an online
Framework to Grow Food Tourism. This survey and interviews. Further
important work will help to strengthen consultation and discussion is planned
Scotland’s potential to become a global with the intention to publish the strategy
food tourism destination. in summer 2018.The Collaborative Economy
and Tourism
The emergence of the collaborative (or Provision of collaborative economy
sharing) economy has shaken up the experiences, especially in
travel and tourism industry around the accommodation, is not evenly spread
world, including Scotland. Observing across the country, being highly
these changes prompted Scottish concentrated in cities (and in certain
Enterprise, together with the Scottish central districts of those cities).
Government and Scottish Tourism Whereas some platforms, such as
Alliance to explore how the Scottish AirBnB, dominate, other sectors of the
tourism sector can seize the collaborative economy, such as food
opportunities that the collaborative and meals or tours and activities are
economy could bring, whilst gaining a relatively underdeveloped, and it was
better understanding of any negative noted that hosts, drivers, personal chefs
effects and implications for policy. or tour guides in Scotland who are
offering services in return for payment
Published in January 2018, the report on collaborative platforms may not be
focused on five tourism related sectors: captured in official measurements of
accommodation, transport, food & tourism activity. This creates problems
meals, tourism & activities and on- for analysing not only the economic
demand domestic services. Using case contribution of the sector, but also the
studies from other cities, the report scope to measure impacts and develop
flagged challenges, opportunities and appropriate policies.
policy considerations for Scotland to
consider.WorldHost® Regional Destination
Project
Linked to the priorities set out within 24,500 +
the Tourism Skills Investment Plan, the individuals have now benefited from
WorldHost® Regional Destination WorldHost® training which equates to
Project' and ‘Business Recognition over £2.3m of industry investment in
Award’ were developed and launched customer service training.
by People 1st in December 2014. The
project is supported by a network of 12
14 destinations
regional steering groups, local
authorities and trade associations. across Scotland have made the
commitment to become ‘WorldHost®
With industry research repeatedly Regional Destinations’.
highlighting shortfalls in the
consistency and quality of customer Over 2,500
service standards across the country, businesses are now actively using
the introduction of an internationally WorldHost. With over 920 of them
recognised customer service training achieving WorldHost® Business
programme which could be made Recognition status in the process.
available nationally was welcomed.
Glasgow Welcomes
Glasgow Welcomes is a legacy
project of the 2014 Commonwealth
Games and is being used as a key tool
for the city in its preparations for
Glasgow 2018 European
Championships. The initiative aims to
ensure that all visitors to Glasgow
receive exceptional customer
service during their visit.
By 2017 more than 11,200 participants New collaborative projects include the
(2,200 managers) and 1,035 businesses Glasgow Welcomes Champions’
had participated in over 600 Network & Speaker Events; Learning
events/courses, including the Service Journeys; an innovative extended
Excellence Programme. As a key Aspiring Leaders’ Programme; a new
element of the Glasgow Tourism & Glasgow Welcomes Service Champion
Visitor Plan to 2023, this industry-led, Award; Young Glasgow Welcomes; a
private/public sector partnership will Company Recognition Scheme; and
continue to deliver a number of the training for the arrival of Accessible
Plan’s key themes, namely leadership, Tourism 2018 Congress.
skills and service excellence.Tourism is a people industry and investing in those who work in the sector is
essential if we are to maintain the high standards of service that visitors expect.
Scotland’s Tourism Skills Investment Plan, which is overseen by the Tourism Skills
Group, sets out the skills priorities for the sector, focusing on leadership,
professional and digital skills, customer service and the importance of tourism as a
career.
Modern Apprenticeships
Once again, the tourism sector New Graduate Apprenticeships in
produced the 2017 Modern Apprentice Business Management are now available
of the Year. Congratulations to Rosie for the sector, where employees gain a
Wilkins from The Torridon. degree whilst working within a tourism
business.
From April 2017, 2,559 people have
undertaken hospitality and travel
related Modern Apprenticeships within
the sector in Scotland.
Hospitality Industry Trust (HIT) Scotland
HIT Scotland is a Scottish based charity In 2017, HIT Scotland awarded 212
which provides bursaries, scholarships scholarships and ran 24 fundraising
and other support to those looking to events.
enter and already working in the
hospitality industry to realise their full
potential.
Springboard
Springboard is a UK charity supporting FutureChef had a record breaking year
the tourism, hospitality and leisure with over 5300 Scottish school children
industry by promoting it as a great involved.
career for young people and helping Part of the Scottish Tourism Careers
unemployed people find suitable Festival in March 2017 saw a month long
employment within the industry. campaign raising awareness of working
in the industry using #jobswithasmile.
Hospitality Takeover Days took place Springboard's partnership with Diageo's
in Scottish colleges providing over Learning for Life programme saw 160
800 pupils from 50+ schools the young people trained.
opportunity to gain first hand
experiential industry experience.HERITAGE
TOURISM
Heritage Tourism 2020 (HT2020) was One key project was the Jacobite Trail, a
launched in 2015 with a 9 point action partnership project between HES, NTS,
plan under three themes - 2017 Ready, National Museums of Scotland and the
Consumer Related and Industry Palace of Holyroodhouse which
Related overseen by the Heritage Tourism showcased 26 of Scotland’s famous
Group (HTG). Jacobite sites in one accessible trail –
and secured VS Growth Fund grant
The structure of the HTG was rationalised support.
with a strategy group comprised
of Historic Environment Scotland (HES), The HTG was successful in a Knowledge
National Trust for Scotland (NTS), Historic Transfer Partnership with Glasgow
Houses Scotland (HHS), Scottish Tourism Caledonian University. This allowed a
Alliance (STA) and VisitScotland (VS) at coordinator to be appointed in 2016 to
the table, and a product development help facilitate the delivery of the HT2020
sub-group which spearheaded the Action Plan. The initial focus of this
Jacobite Trail Initiative. coordinator was on the ‘2017 Ready’
activities and included a successful
The primary focus over 2017 was heritage tourism seminar for industry. A
delivering a range of projects and change of personnel later in 2017 resulted
initiatives linked to the Year of History, in activity being refocused on the Year of
Heritage and Archaeology (YHHA). These Young People 2018, and this is ongoing.
projects were delivered via the three main
partners on the Heritage Tourism Group – Later in 2017 the HTG strategy group
HES, NTS and HHS. brought in a resource to undertake a mid-
term review of the HT2020 strategy and
action plan, considering the renewed
context within which the strategy is now
being delivered, and to refine HT2020 for
the remaining period.NATURE &
ACTIVITIES
Marine Tourism
Since 2015, when the marine tourism It is also an integral element in the
strategy, Awakening the Giant was development of local area tourism
launched, awareness and understanding development plans including Forth
of the potential of marine tourism in Bridges, Dumfries and Galloway, Argyll
Scotland has increased significantly. The and the Isles, Fort William (OCUK), Outer
recognition of the sector as one which Hebrides and North Ayrshire’s Making
can help enrich rural economies, create Waves plan, and further evidenced by the
employment, celebrate and showcase West Coast Destination Partnership
Scotland’s coastal assets has contributed Project that will see 18 destination groups
to the announcement of the next seek to identify growth opportunities
‘Themed Year’ being the ‘Year of Coast from marine tourism.
and Water’.
In addition at a national level:
The strategy is on government agendas,
included in Area Growth Deal A Marine Tourism Events Plan has
developments such as Ayrshire Coast, identified key marine events which
Stirling and Tay Cities and is central to could be held in Scotland;
regeneration projects in locations such A Marine Skills Pathway Plan has been
as Ardrossan, Dundee and Stranraer. developed in conjunction with Skills
Development Scotland
SailScotland continues to lead
marketing activity by attendance at
international boat shows and online
campaigns.Country Sports Tourism The Scottish Country Sports Tourism Group (SCSTG) had a very busy and fruitful 2017. VisitScotland Growth Fund support enabled SCSTG to deliver a successful integrated marketing campaign which included attendance at a major Scandinavian Game Fair and two in the UK as well as social media activities targeting France, Germany and Sweden. By translating posts from English, a greater number of people were reached and a high number of responses received. A familiarisation trip for European journalists from some of the top sporting titles in Europe was held in 2017. The articles which will be published in 2018 will help keep Scotland as a potential sporting destination in the minds of European hunters and game anglers. As well as maintaining the current interest in Scottish sport shown by Europeans and as outlined in the SCSTG’s strategic plan ‘Game for Growth’, the SCSTG will be working to grow the interest in Scottish sport from North American tourists with the aim of increasing the value of the sector to £185m per annum by 2020. In spring 2018 five short sporting films highlighting the unique aspects of Scottish country sports will be launched. These will feature on the SCSTG website, social media posts and the SCSTG YouTube channel.
Golf Tourism
The Golf Tourism Development Group (GTDG) comprising 8 regional golf groups
and the key national agencies and organisations, oversee the delivery of the golf
tourism strategy, Driving Forward Together.
Key initiatives during 2017 include:
New research published in April 2017, A mid-term review of the national
commissioned by VisitScotland and golf tourism strategy 2013-20 “Driving
Scottish Enterprise, showed that the Forward Together” is underway and
economic value of golf tourism and due to be completed shortly. The
events to Scotland has soared to £286 review will check progress; to
million following a bumper decade in consider changes in the wider market
Scotland. This is an increase of 30% environment; to make evidence-
(£66 million) since 2008, supporting based decisions on any changes
4,700 jobs and spreading benefits required – either to the strategy itself,
across the country’s golfing regions. associated action plans or the
approach to delivery and monitoring;
and to identify key priorities for
remainder of the strategy period.
Now in its 2nd year, the Scottish Golf Tourism Week funded by VisitScotland and
Scottish Enterprise is emerging as a globally significant “meet the buyer” event. The
event is designed to assist Scottish-based tourism businesses, particularly 2nd tier
golf clubs, who do not currently have the resources to attend trade shows
overseas. Over 80 golf tour operators from 39 countries engaged with 70+ Scottish
golf tourism businesses. A total of 3,500 appointments took place during the week-
long event together with 70 familiarisation trips and the Scottish Golf Tourism
Awards Gala Dinner.Mountain Biking Tourism Mountain biking tourism in Scotland continued to grow across Scotland in 2017. There was an increase in riders at trail centres, growth in events and the largest ever number of spectators at the UCI Downhill World Cup held in Fort William. Other key initiatives and developments include: World Class Facilities: New trails were launched in Edinburgh, Inverness, Fort William, Tweed Valley and Lochore Meadows, Fife. Comrie Croft in Perthshire was voted the UK’s no.1 mountain biking trail centre by mountain bike website iBikeRide. World Class Events: The UCI Mountain Bike Downhill World Cup was held for the 16th continuous year in Fort William and was awarded best sporting event in 2017 at the Scottish Thistle Awards. TweedLove bikefest continued to grow in 2017 and hosted an international enduro event and the UK’s largest bike demo event. No Fuss Events hosted the UK’s only Enduro World Series Qualifier in Kinlochleven. Attracting New Visitors & New Customers: Interactive trail maps and guides were downloaded in record numbers and there was improved marketing through VisitScotland. Scottish mountain biking was showcased at Eurobike (world’s largest bike show), VisitScotland Expo, Fort William MTB DH World Cup, Scottish Cycling and Scottish Running & Outdoor Pursuits Show. Creating a Sustainable Tourism Product: the ‘Take Care of Your Trails’ weekend featured 277 volunteers in 17 different trail crews who were given over £1500 worth of prizes and support from Scottish businesses.
BUSINESS
EVENTS
Business events are seen as a key strand In November 2017, VisitScotland Business
of Tourism Scotland 2020. The Business Events launched their first digital
Tourism for Scotland group who oversee marketing campaign, Project Legend.
the activity, have outlined their ambition Using #IdeasBecomeLegends and
for the sector which is to increase spend working with Scotland’s convention
by at least £400m by 2020. bureaux, the campaign uses each city’s
strengths by building relationships with
The role of business events as a industry, academics and industry
mechanism to help support economic ambassadors to attract further
growth is a message that has been conferences and events to Scotland. In
gathering increasing momentum in the first four months, there have been
recent months. A successful Business 29m impressions and 7260 mentions,
Events Leaders Summit held in Glasgow more significantly 4 events have been
in March 2018 and organised by confirmed as a result, with an estimated
Eventsbase focused on this theme. value of £202,000.
Through closer partnership working At a regional level, work continues on the
between VisitScotland Business Events new AECC in Aberdeen which will open
and Scottish Enterprise, a more cohesive in March 2019. In October a new business
approach to identifying and attracting events campaign #makeitedinburgh was
targeted high value international launched in Edinburgh, together with a
business events to Scotland is emerging. new Business Events Opportunities
This will help to fully exploit broader Guide, aimed at tourism business outwith
economic opportunities in more niche the business tourism sphere. Business
areas such as Fintech, Subsea and Low events is now firmly established within
Carbon as well as provide an the Glasgow Tourism & Visitor Strategy. In
international platform to showcase Dundee, the city awaits the opening of
Scotland’s expertise in these areas. the new V&A Dundee in Autumn 2018.DESTINATIONS
TOWNS & CITIES 25
20
Using the ‘rocket’ as a national
framework has proved a highly
effective approach, allowing for
the alignment of activities, such 21 13
as the VisitScotland’s Growth 28
Fund and the emerging Industry
Barometer, and providing 19
opportunities for destinations to
work together and share
experiences under one common 5
1
approach. 17
There are now 28 destination 7
strategies that are directly 22
aligned to the national tourism 16 11
26
strategy.
2
23 12 10 9 8
14 15 27 18
1. Aberdeen City & Shire
4 3
2. Argyll & the Isles
3. Ayrshire 24
4. Arran
5. Cairngorms National Park 17. Lochaber
6
6. Dumfries & Galloway 18. Midlothian
7. Dundee 19. Moray Speyside
8. East Lothian 20. Orkney
9. Edinburgh 21. Outer Hebrides
10. Falkirk 22. Perthshire
11. Fife 23. Renfrewshire
12. Glasgow 24. Scottish Borders*
13. Highlands 25. Shetland*
14. Inverclyde 26. Stirling*
15. Lanarkshire 27. West Lothian
16. Loch Lomond & Trossachs 28. Wester Ross
* Regions are under review or
in developmentIt’s All About the Place
and the People, Glasgow
102 delegates attended Scotland’s first
conference specifically for destination
organisations and leaders. The event
focused on the range of activities being
delivered within destinations and
encouraged greater networking and
collaboration between groups. Feedback
was positive and a similar event will be
held as part of Scottish Tourism Month
2018.
Tourism Destination VisitScotland Growth
Development Fund Fund
The Scottish Enterprise Tourism VisitScotland’s Growth Fund supports
Destination Development Fund (TDDF) collaborative tourism marketing
was developed in response to industry projects which focus on growth in the
demand for a more inclusive approach to tourism sector and ensure that visitors
destination development support. TDDF experience the true Spirit of Scotland.
was set up to attract groups of
businesses who could deliver a well- In the 2017/18 financial year there were
planned and strategically aligned 13 successful applicant groups and a
destination development project that total of £369,925 was awarded in grants,
enhances the quality of the visitor which supported marketing activity
experience and increases visitor spend. across the country to the value of
£739,650.
In 2017 the second round of applications
was awarded to the following five new The previous changes to the
projects, all of which demonstrated an programme (including streamlining the
ambition to internationalise, improve process and making sure that the
leadership skills and enhance growth criteria for applications is focused on
through innovation: digital content creation and promotion)
has enabled groups to create high
quality content assets, build their
Midlothian & Borders Tourism
digital presence and promote their
Action Group
region or sector in the most effective
Cairngorms Snow Roads Scenic
way.
Route Development
Love Loch Lomond
Cruise Forth
Glasgow CanalTHE BIG FIVE
QUESTIONS
The Big Five Questions brings YOUR CUSTOMERS
together the most relevant Do you want to understand more
tourism business advice, tools and about your customers?
resources in one place. Put simply,
it helps tourism businesses do YOUR DIGITAL
business better. Do you want to be smarter online?
The campaign was specifically created YOUR COSTS
to highlight existing support available
Do you want to find ways to reduce
around the tourism strategy’s Mid-
Term Review priorities. costs and grow your bottom line?
It aims to translate the strategic YOUR PEOPLE
priorities into a format which is easily
Do you want to develop your team
accessible to industry.
to grow our business?
There is a wealth of support available
for tourism businesses (and much of it YOUR VOICE
is free!) so please do help us champion Do you want to help grow tourism
the Big Five Questions to businesses
in your area?
you work with where possible.
www.scottishtourismalliance.co.ukYou can also read
