Tourism is everyone's business - everyone in Scotland is an ambassador.
The tourism sector is of vital importance to the Scottish economy - worth £4.3bn in direct expenditure from overnight visitors (2012) and providing employment to 185,900 within the tourism growth sector (2011).
Scotland "Welcomes the World" in 2014 when we celebrate our second year of homecoming and take centre stage in global terms as host of two of the world's biggest sporting events, the Commonwealth Games and the Ryder Cup.
The National Strategy: Tourism Scotland 2020
The industry-led National Tourism Strategy "Tourism Scotland 2020" was launched in June 2012. The strategy was developed and led by the industry under the umbrella of the Scottish Tourism Alliance (STA), supported by the public sector. It is based on an in-depth understanding of market opportunities matched to Scotland’s capabilities. It provides a common agenda for the industry and supporting organisations, focusing on the national long term tourism growth ambition.
VisitScotland is the national tourism organisation for Scotland with a primary role to maximise the economic benefit of tourism to Scotland. It wants to encourage this growth in a sustainable way that will bring benefit for the long term.
VisitScotland has three core activities: Marketing, Information Provision and Quality Assurance, and it works closely with businesses, public agencies and local authorities to ensure it delivers these activities effectively.
Scottish Enterprise (SE) provide support to help Scotland's ambitious, growing tourism companies, to develop new ideas and innovate, enabling businesses to grow by focusing on the development of new and improved visitor experiences around Scotland's core strengths, through effective use of market intelligence, business collaboration and investment in new product and services.
SE help by:
- developing industry leadership through the Scottish Tourism Alliance (STA) as it delivers the industry strategy.
- developing industry collaboration through supporting businesses to work together to develop visitor experiences around Scotland’s key tourism markets and assets.
- working directly with individual businesses - supporting them to exploit their commercial potential particularly in international markets.
- investing in tourism infrastructure, such as the development of the Hydro Arena in Glasgow and the additional function space at the EICC in Edinburgh.
Highlands & Islands Enterprise
Highlands & Islands Enterprise (HIE) is tasked with creating sustainable economic growth in every part of the Highlands & Islands.
HIE employ around 300 people spread across 9 area offices and invest around £70m annually helping to grow ambitious companies, sectors and communities. HIE help design and deliver regionally significant investments such as next generation broadband or the new UHI Campus project. HIE partner with businesses, communities and social enterprises to shape and realise their growth ambitions. HIE focus on key sectors and work to create a low carbon economy. HIE address need as well as opportunity, targeting resources towards fragile areas so that they can share the benefits of the region’s progress.