This item was published during the term of a previous administration that ended in April 2007
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Scotland's World Class Assets Now Need World Class Performance - Alexander
09/11/2000
A radical overhaul of tourism in Scotland was announced by Minister for Enterprise and Lifelong Learning, Wendy Alexander today.
She said: "We have world class assets, world class performance is achievable but it needs world class leadership."
The comprehensive ten point action plan to improve support for the industry follows a management review of the Scottish Tourist Board (STB).
Speaking in Edinburgh at a seminar for the industry Ms Alexander said the action plan was essential to revitalise the marketing and promotional lead the STB gives the industry.
The 10 action points are:
- Focus new organisation on "support for the industry"
- Overhaul of structure and management
- Appointing a new chief executive
- Initiating world-wide search for top chief executive
- Name change to Visitscotland
- Strengthen Board- Bringing industry to heart of decision-making
- Develop partnership funding opportunities
- Review of the Area Tourist Board Network
- Appointing tourism ambassadors to raise profile of industry
- Work with industry to exploit new technologies
Ms Alexander said:
"Scottish tourism has been underperforming and this must improve. Scotland has world class assets and now needs world class performance.
"The Scottish Executive has made its commitment to Scottish Tourism absolutely clear with significant extra investment. But to work with the industry to deliver long-lasting improvement we need leadership.
"I agreed with the board this morning to initiate a worldwide search for a new chief executive. To their credit the Board has shown the commitment to a fresh start and they have committed to fully implement the new organisational structure. High-profile consultants, Heidrick and Struggles to carry out a world-wide search for the leadership that the new organisation requires to drive it forward in the future. We have the world class assets. Now we need the world class leadership.
"A temporary chief executive will be appointed within the next two weeks.
"The new organisation will be called Visitscotland.
"It is important we now put the industry first so today we strengthen the industry expertise available to the Board, strengthen the STB's strategy and policy role, and begin to attract private investment to support the marketing of Scotland.
"From today Norman Murray of CoSLA and Paul Murray-Smith of the Scottish Tourism Forum will provide better industry advice to the board. One of our key priorities must be to engage the trade and take on-board their ideas for the development of the industry.
"Later today I will be visiting the STB headquarters to meet with staff and discuss these changes with them. They will be key to helping drive forward the future success of Scotland's tourism industry.
"Tourism is a vital industry for Scotland. Its success matters to all of us. We have world class tourism assets and we need fully to unlock their potential.
"Scottish tourism has an exciting future. The tourist of the future will be looking for the kind of facilities and natural environment Scotland has on tap. Our niche markets in golf, sailing and outdoor sports are second to none. We have history and culture in abundance alongside some of the most vibrant cities and towns in Europe. We must recognise this and be proud of what we have to offer the world. We must not be afraid to shout about it. What we need to do now is build the confidence to move forward together."
BACKGROUND
- The Management Review of the Scottish Tourist Board was carried out by Pricewaterhouse Coopers. Ms Alexander met the STB board this morning and announced the action plan by the Executive to support the board move forward.
News Release: SE2892/2000
9 Nov 2000