This item was published during the term of a previous administration that ended in April 2007
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Launch of US Strategy
16/10/2006
The Scottish government and public bodies now have seven clear objectives and seven American States to target, following the launch of Scotland's US Strategy today.
First Minister Jack McConnell launched the strategy as he addressed a business audience at the UK Consul in Los Angeles during his US visit.
The seven objectives are:
- Raise the profile and understanding of Scotland in the US;
- Expand connections between businesses in Scotland and the US;
- Attract US Fresh Talent to experience living and working in Scotland;
- Increase student flows between Scotland and the US;
- Strengthen bilateral science links;
- Attract increased US tourism to Scotland;
- Strengthen exchanges of best practice with US counterparts;
In addition to the Washington DC area in which the Scottish Affairs Office is based, the seven States that Scotland will focus its activity on are California, Georgia, Illinois, Massachusetts, New York, North Carolina and Texas.
Mr McConnell said:
"America matters to Scotland's future economic prosperity. We have strong historical ties and an ongoing special relationship. I want to make sure that Scotland is getting the most out of this relationship. To take it to a new level. For the first time we are setting out a detailed plan to maximise the benefits from our engagement with the US.
"This means that the devolved government in Scotland along with other public bodies like VisitScotland and Scottish Development International will have clear objectives and target regions. This is a hard edged strategy. Not some warm words or loose language with a nice cover. This strategy matters and we need to maximise the gains from our engagement with America.
"This strategy will build upon what we have already achieved in the US and our Scottish Affairs Office in Washington, which was established in 2001, will play a crucial role in its delivery.
"We are already working hard to promote modern Scotland in the US, particulary through the Scotland's International Image programme, and events such as Tartan Week and Dressed to Kilt are vitally important to achieving this.
"I am often reminded in America about the tremendous role Scots played in making America the country it is. How crucial the role of Scots-Americans was over the past few centuries. Sometimes Americans are surprised to learn about just how much America matters to Scotland today.
"It is Scotland's most important inward investor. It is our most important overseas tourism market. It is our second largest source of foreign students. It is the global scientific and technology leader in many fields that matter to Scotland's economic growth. And of our 900 GlobalScots around half are from the US.
"The bottom line is that I want us to make the most of our good relationship with the US. I want to see more investment, more tourists and more US citizens working, studying and living in Scotland."
Tom McCabe, Minister for Finance and Public Service Reform said:
"Scotland already has strong links with the US - and our Scottish Affairs Office in Washington DC ensures Scotland's voice in heard in the US 365 days a year. The time is right to build on these long-standing links.
"This strategy highlights our goals and ambitions for the US, focused on key states and objectives. Our agenda for Scotland's engagement with the US remains the same - this strategy has simply developed our ambitions and widened our goals into real, achievable opportunities for Scotland."
The targets to measure progress on the objectives are:
Objective 1: Raise the profile and understanding of Scotland in the USA
Target/Indicator:
Improve survey results for profile and understanding of Scotland in targeted groups within specific areas of the USA by 2010.
Objective 2: Expand connections between businesses in Scotland and the USA
Target/Indicator:
Improve measures of awareness and perception about Scotland, as a place to do business in and with, among key business targets in the USA by 2010.
Objective 3: Increase student flows between Scotland and the USA
Target/Indicator:
Increase the number of US students who choose to study in Scotland's colleges and universities to at least 4,000 per annum by 2010
Objective 4: Strengthen bilateral science links
Target/Indicator:
Increase significantly the number of research projects involving collaboration between scientists in Scotland and the USA by 2010, as measured by indicators such as funded projects and joint publications
Objective 5: Attract increased USA tourism to Scotland
Target/Indicator:
Attract at least 450,000 US visitors to Scotland per annum, generating annual revenue of £250 million by 2010
Objective 6: Attract USA Fresh Talent to experience living and working in Scotland
Target/Indicator:
Grow applications from US nationals to Fresh Talent related schemes by 10% per annum on average through to 2010
Objective 7: Strengthen exchanges of best practice with USA counterparts
Target/Indicator:
Demonstrate at least 10 examples of best-practice exchange with counterparts in the USA by 2010
The US strategy document can be accessed at:
http://www.scotland.gov.uk/Publications/2006/10/16134953