1. Marc Crothall Chief Executive

2. The Facts Today
“In 2012, almost 15 million overnight tourism trips were taken in Scotland for which visitor expenditure totalled £4.3 billion.”
“142 million tourism day trips were taken in Scotland with a total spend of £4.7 billion”.
Contributes £11bn to the wider visitor economy
185,900 jobs = 9% of the working population
CNN promoted Scotland as the No 1 Destination in the world to visit this year
Scotland is the 9th friendliest country in the World!
Scotland among top destinations for thrill-seekers
World famous for golf, whisky, bagpipes, shortbread and Sean Connery

3. Launched June 2012

4. Our collective vision, for 2020 and beyond
“To make Scotland a destination of first choice for a high quality, value for money and memorable customer experience, delivered by skilled and passionate people."

6. Tourism Scotland 2020 Our growth markets
Home Turf
£3,127m in 2011
Potential in 2020
£3,586-4,238m
Near Neighbours
£731m in 2011
£ m
Distant Cousins
£414m in 2011
£ m
Long Game
£33m in 2011
£70-83m
RATIONALE AND PURPOSE
A balanced portfolio of country market groupings capturing most of the forecast value of visitor spend in Scotland.
In each grouping, the countries listed are the largest, cover most of the potential value and to some extent typify the grouping as a whole (except for the more diverse “Long Game”).
They provide a focus for assessing Scotland’s assets and experiences and for forecasting and monitoring industry growth.
They do not preclude individual or collective actions which target other countries BUT ARE MAIN FOCUS FOR STRATEGY
FIGURES
Figures relate to forecast visitor spend in 2020.
They are specific to Scotland, ie they do not simply assume that Scotland will achieve a pro rata share of World tourism growth, though they do assume Scotland enjoys a stable share of UK inbound tourism spend (as it has over the last five years, averaging 8.2%)
They are expressed in real terms at 2010 values. In other words, increases in the figures represent real growth additional to inflation.
Finland to be added to “Scandinavia”.
Based on VS analysis using Oxford Economics Forecasting model and data from UKTS and IPS.
DO NOT YET TAKE ACCOUNT OF 2011 OUTTURN FIGURES, WHICH WERE BETTER THAN FORECAST.
OE have been commissioned by VS to produce country market forecasts by end April /early May.
Aiming to speak to VS and industry experts to sense check prospects for individual markets.
Home Turf; Scotland, England, Northern Ireland, Wales
Near Neighbours; Scandinavia, Germany, France, Spain, Ireland, Netherlands, Italy
Distant Cousins; USA, Australia, Canada
Long Game; India, China, Russia and Brazil

8. Tourism Scotland 2020 Our fantastic assets
Nature, heritage & activities
Business tourism
Towns & cities
Events & festivals

9. Focus Years • 2015 – Year of Scotland’s Food and Drink
• 2016 – Year of Innovation, Architecture and Design
• 2017 – Year of History, Heritage and Archaeology
• 2018 – Year of Young People

11. Connectivity in Scotland
GB tourists’ transport to Scotland:-
64% by car
15% by train
8% by plane
5% by regular bus/coach
3% by coach tour
5% other
Overseas tourists’ transport to reach GB:-
88% by air
12% by sea/tunnel

12. FOOD,DRINK & GREAT HOSPITALITY

13. Digital Connectivity

14. Accommodation

15. Building Capabilities
Quality Marketing
Sustainability Leadership
Investment Skills

17. VISIT WWW.SCOTTISHTOURISMALLIANCE.CO.UK