This item was published during the term of a previous administration that ended in April 2007
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Ten year plan for tourism
07/03/2006
An new action plan which will map the direction of Scottish tourism for the next decade was unveiled today.
Tourism Minister Patricia Ferguson and Peter Taylor, Chair of the Scottish Tourism Forum outlined new industry led actions that will help achieve 50 per cent growth in tourism revenue by 2015.
Some key initiatives include:
- A workforce training plan will be developed to raise standards across the industry.
- The establishment of local product development networks linking with local authorities and cultural heritage networks to expand on what Scotland has to offer tourists.
- The establishment of a Tourism Research Network to research into the industry to help drive up standards.
- By 2015 all businesses wishing to work with VisitScotland must be members of the Green Tourism Business Scheme.
- Pride and Passion movement working locally to increase the effect of its "hearts and minds" campaigning.
- Increase the membership of the Green Tourism Business Scheme.
- A Sustainable Tourism Partnership which will build on the work of the Tourism Environment Forum to promote sustainable tourism throughout Scotland.
Launching the Strategy in North Queensferry today Ms Ferguson said:
"Tourism is everybody's business and vital to Scotland's economy. Our industry is growing and developing well but we can't afford to be complacent - the competition is strong.
"That's why the Executive is working closely with industry to deliver these radical changes to create a bright future for tourism in Scotland helping us to achieve our target of 50 per cent growth by 2015.
"Our tourism businesses have the ambition and desire to maintain Scotland's place as a premier world destination. I am confident that this framework for change will be embraced and that the next ten years will be an exciting and fruitful time for tourism in Scotland."
Peter Taylor, Chair of the Scottish Tourism Forum said:
"The industry welcomes the initiative to create a Tourism Framework for Change for our industry. For us to achieve the growth ambitions we must be sure that we are in this together, both public and private sectors. The private sector must invest to improve products and services and the public sector must create a legislative platform that will allow business to grow.
"The Tourism Framework for Change sets out the building blocks and the priorities for the future, it is up to us all to grasp the opportunity to be innovative and work beyond what is targeted within the Framework. Above all we must be reactive to market changes and together, stay one step in front of the competition."
Win Brogan of Mercat Tours said:
"It is good to feel that the industry's views were being genuinely listened to and to see the action plan evolve. As one of the leading visitor attractions in Edinburgh, Mercat Tours certainly recognises that there are issues in the plan which we will address in order to contribute to the target of 50 per cent growth by 2015".
Douglas Logan, Managing Director of Speciality Scotland Travel said:
"I would commend this Framework for Change to the tourism industry in Scotland as it has come from industry feedback. It's how we want the future of tourism in Scotland to go forward."
Dorothy Breckenridge Director C-N-Do Scotland Walking Holidays said:
"The people, landscapes and natural, historical and cultural heritage all form the foundations of tourism in Scotland. Care and enhancement of these aspects are key to their sustainability. I am absolutely delighted that the new Scottish Tourism Strategy has a plan of action which firmly places sustainability at the core of planning for Scottish tourism in the 21st century. The Scottish countryside is wonderful, a place to restore body, mind and spirit for now and for generations to come. With the emphasis on sustainability, this new holistic approach is the only way forward for Scottish tourism"
Laurence Young, Chairman of The Freedom of the Glen Family of Hotels said:
"I've seen the Framework change and develop over recent months as a result of open discussions and debate. It has been really encouraging to witness the way in which the industry has been able to engage with government in "growing" such a collaborative piece of work. It will be good if this Framework has the widest business engagement and achieves a true "buy in" across the sector."
Stephen Spencer of Ascension Solutions Ltd said:
"It is great to know that the Tourism Framework for Change has been developed with genuine and wide ranging consultation with the industry. In the area of skills in particular, the commitment to a simple, straightforward and joined up approach will make it much easier to communicate to all stakeholders and ultimately to deliver success".
This Framework for Change is the result of a year of joint working between the tourism industry, the Scottish Executive and other public sector support agencies.
A dialogue with industry began in January 2005 with the publication of the consultation paper "Ambitions for Tourism", a series of open meetings, interviews and an e-questionnaire, as well as wide consultation facilitated by the Scottish Tourism Forum.
Following on from that consultation exercise, a mainly industry-focused Tourism Strategy Group was set up to steer the strategy process. The purpose of the Group was to stimulate wider engagement, provide leadership on the new strategy and to communicate the developing actions which would flow from the strategy.
Membership of the Tourism Strategy Group was as follows:
Patricia Ferguson, Minister for Tourism, Culture and Sport (Chair) Peter Taylor, Scottish Tourism Forum and Pride and Passion Peter Lederer, VisitScotland Sir John Ward, Scottish Enterprise William Roe, Highlands and Islands Enterprise Councillor Pat Watters, COSLA Tom Brock, Tourism Environment Forum and Scottish Seabird Centre Geoff Fenlon, People 1st and EICC David McHattie, People 1st Graham Drew, Springboard Scotland Bob Kinnaird, Tourism Innovation Group and Cairngorm Mountain Catherine Tuff, TFC Food Services David Govan, Nevisrange John Mason, Scottish Executive John Brown, Scottish Executive Mairi Macpherson, Scottish Executive Kirsten Davidson, Scottish Executive
A draft strategy was presented to the Scotland United Conference in November 2005, where delegates had the opportunity to provide further comments. Following the conference, an online discussion forum was made available on the Scottish Executive website.
The plan can be found at the following URL address:
http://www.scotland.gov.uk/Publications/2006/03/03145848