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The Development of a Policy on Architecture for Scotland:
Report on the Public Consultation
6.0 TOURISM
6.1 Respondents were supportive of the notion that Scotland’s
architecture and built environment have an important role to play in the promotion
of Scotland as an attractive destination for tourists. It was noted that visitors
were drawn not only to individual buildings of merit but also to general built
environments of cities, towns and rural areas that were attractive and well
designed. Equally respondents noted that poor quality design and unattractive
built environments served only as a disincentive for potential visitors. It
was felt that architecture is a key component of national cultural identity
and should be promoted as such. The rise of cultural tourism to venues such
as the Guggenheim Museum in Bilbao and cities such as Barcelona was frequently
cited as an example of what can be achieved through a commitment to exemplary
design.
6.2 A number of respondents, however, felt that the potential of
using architecture and the built environment to attract visitors to Scotland
was not being fully exploited at present. There was a concern that, where architecture
was used to promote an image of Scotland, the focus tended to be on heritage
and the historic built environment. Respondents felt that Scotland’s contemporary
architecture was a neglected area in the promotion of Scotland as a venue for
cultural tourism. It was suggested that a strategic framework needed to be developed
for the promotion of architecture, both historic and contemporary, as a part
of Scotland’s tourist industry.
6.3 The success of "event" related activity such as Glasgow
19993 in attracting visitors to Scotland
was noted by a number of respondents. The success of similar initiatives in
other European countries was also cited. Respondents suggested that a support
infrastructure was required to enable such events. Attention was drawn to the
role of The Lighthouse as a national centre for architecture and the potential
role of local centres were noted in this respect.
6.4 Respondents commented on the impending development of National
Parks within Scotland, noting that they would contain examples of landscapes
of outstanding natural beauty. It was suggested that if the value to tourism
of such landscapes was to be preserved, then there was a need for clear design
criteria to be drawn up which would apply to development both within and adjacent
to the Parks.
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CROSS-CUTTING TOPICS AND RESPONDENTS’ COMMENTS
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CULTURAL VALUE (3.0)
There is great potential for Scotland to develop its market for cultural
tourism, in line with other European examples.
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ECONOMIC VALUE (5.0)
There is potential for significant economic benefits if a successful cultural
tourism strategy can be developed.
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MEDIA AND CRITICISM (16.0)
Better coverage in the media could raise the profile of architecture at
home and abroad in relation to tourism.
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AGENCIES, INSTITUTES AND SPECIAL INTEREST GROUPS (17.0)
There is a role for the Scottish Tourist Board to promote contemporary
architecture as well as historic buildings as part of Scotland’s
cultural heritage.
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