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CHAPTER TWO BACKGROUND
Policy context
2.1 The Scotland in... series is part of the Overseas Activities strand of the Promotion of Scotland policy. The Scottish Executive has the promotion of Scotland internationally as a key priority. An understanding of the policy objectives is critical to this evaluation.
2.2 The Executive's International Strategy was launched in October 2004. It has two goals:
- "to position Scotland internationally as a leading small nation, attractive to potential overseas partners and visitors, and with a thriving and dynamic economy and;
- to bring effective influence to bear on the UK Government, other countries, regions and institutions on international policy issues affecting Scotland, and within the scope of the Executive's devolved responsibilities, to encourage and support Scotland's contribution to international development." (Scottish Executive, 2004a: 6)
2.3 To achieve these goals, there is a commitment to focus on the following:
- Enhancing the profile of Scotland by:
- "supporting and expanding Scotland's business connections
- attracting fresh talent, tourists, businesses and major events to Scotland
- building strong ties of economic, political and cultural benefit to Scotland" (Scottish Executive, 2004a: 6)
- Promoting Scotland's policy interests, to be accomplished by working:
- "through the UK government and institutions…
- directly, by promoting Scotland's policy interests with overseas institutions and administrations - this includes developing cooperative links and ongoing engagement that help to inform best practice in Scotland and to raise awareness of Scottish policy perspectives." (The Scottish Executive, 2004a: 6)"
2.4 The events within the Scotland in the Netherlands Programme fit primarily with two of the above commitments: the building of strong ties of economic, political and cultural benefit to Scotland; and in the context of promoting Scotland's policy interests, the development of cooperative links and ongoing engagement that can help inform best practice in Scotland.
2.5 The Scottish Executive's European Strategy published in January 2004 also set out two goals:
- "to position Scotland as one of the leading legislative regions in the European Union, with a thriving and dynamic economy; and
- to bring effective influence to bear on the UK Government, EU Member States, regions and institutions on EU policy issues affecting Scotland."
(Scottish Executive, 2004b: 1)
2.6 The most relevant part of the European Strategy for the Scotland In the Netherlands Programme falls within the theme enhancing the profile of Scotland in Europe, arguing that:
- "Promoting Scotland enhances our profile - as a major regional player with real and growing influence on the EU agenda; contributing to the democratic process in Europe, not just reacting to EU law; a tourist and business destination of choice, and an attractive place in which to live and work. We will also advocate Scotland as a dynamic country in which to invest. Our aims are to:
- to build strong regional ties of economic, political and cultural benefit to Scotland, with EU enlargement offering a unique opportunity to position Scotland and underpin future relationships;
- to support and expand business connections with Europe; and
- to attract fresh talent and tourists to Scotland." (Scottish Executive, 2004b:2)
2.7 Within the context of the European Strategy, the Scotland in the Netherlands Programme aimed to contribute mainly to the building of stronger regional ties, to supporting business connections and to attracting fresh talent and tourists. In our view, the majority of its events relate to the strengthening of regional ties and relationships, with only the Evening of Scottish Culture event addressing matters linked, albeit indirectly, to supporting new business and tourism.
The Scottish International Forum
2.8 The Promotion of Scotland is advised by the Scottish International Forum that has the remit to enable better integration of the international promotional efforts of Scottish organisations. It brings together the main organisations and agencies involved in the promotion of Scotland overseas. These include policy leads from departments across the Scottish Executive as well as agencies such as VisitScotland and Scottish Development International, plus other partners such as Universities Scotland and Food from Britain.
Programme aims and objectives
2.9 Overseas promotional events have included one-day events in France and Italy as well events such as Tartan Day in New York. There have been two Scotland in … programmes prior to the programme in the Netherlands - Scotland in Sweden (October 2002) and Scotland in Catalonia (October 2003). In each case, the Scottish Executive carried out an internal evaluation.
2.10 The nature of these overseas promotional events has differed in size and duration, but the higher-level objectives have remained the same throughout. Individual elements of the programme have their own, complementary objectives. The higher level objectives have been:
- to promote Scotland, post devolution - its new politics and its new governance
- to position Scotland as a modern knowledge-based economy, keen to learn from others and to contribute; and
- to promote Scotland as a tourist and visitor destination, and as a place to live and work.
2.11 Scotland in... programmes do not replace sectoral activity such as trade missions operated by, for example, Scottish Development International or the targeted international promotion carried out by organisations like VisitScotland. Rather they are designed to provide a useful addition to these by providing short-term impact through activities in which Ministers can be involved.
Development of the programme
2.12 The decision to choose the Netherlands as the location for this Scotland in... programme was made within the Executive at a ministerial level. The year 2004 was the 60th anniversary of the contribution made by Scottish troops to the liberation of Dutch towns during World War Two and this was considered to present an appropriate opportunity to develop a programme of events that linked the two countries. The proposal to undertake the Scotland in the Netherlands Programme was supported by the Scottish International Forum. Officials in the Executive were tasked with assembling an appropriate programme of events.
2.13 This process involved engaging policy heads from relevant divisions within the Executive and engaging partners through the Forum. Suitable proposals were obtained, refined and accepted to form a Programme timetable. The choice of events was based on: areas of mutual interest in the two countries, such as law, architecture and science; areas in which Scottish policy makers and practitioners could learn from Dutch practices, such as managing prostitution and drug use; and more explicitly in terms of promotional value, notably for the Evening of Scottish Culture.
2.14 Programme design and development needs to strike a balance. The programme must be attractive enough to generate interest in the host country, but also have sufficiently clear benefits for Scottish participants and Scotland more generally. There also needs to be a balance between the objective of promotion or raising profile on the one hand and learning or exchange of practice on the other. Finding this balance influences not only the selection of appropriate subject matter but also how individual events are designed and organised e.g. a public lecture versus a closed, expert seminar. In the end, practical considerations may dictate how an event must be run.
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