The Scottish Executive today unveiled its tourism action plan to boost tourist numbers by 20% and tourism revenue by 50% to £7.5b over the next 10 years.
The strategy is a collaboration between the hospitality and tourism industries and the public sector.
Executive tourism minister Patricia Ferguson said: “Our industry is growing and developing well but we can’t afford to be complacent – the competition is strong."
Measures to raise quality standards and understanding of the market will include the creation of a workplace training plan and the setting up of a Tourism Research Network.
Additionally, the Pride and Passion movement will be encouraged to work locally to improve visitor experience and collect customer feedback.
To ensure a cohesive presentation of Scotland’s attractions, local product development networks will be created to link in with local authorities and cultural heritage groups.
Creation of a Sustainable Tourism Partnership is also propsed, and will require those working with VisitScotland to become members of the Green Tourism Business Scheme by 2015.
The British Hospitality Association welcomed the proposals.
“Its success will very much depend on all stakeholders in the private sector, the public sector agencies and all relevant Executive departments remaining focused on Scottish tourism and on facilitating the achievement of the framework document objectives,” commented Gavin Ellis, chairman of the BHA Scotland Committee.
Laurence Young, chairman of Freedom of the Glen Hotels, said: “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.”
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Scottish chiefs draft blueprint to boost tourism >>
By Angela Frewin