1. “TOURISM SCOTLAND - BEYOND 2020”
Perthshire Tourism Partnership
19th September 2019

2. Why Tourism Matters?

3. 2012: A Collective Vision Is Launched
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.

4. Aligned Destination & Sector Strategies

5. Tourism Scotland 2020… What’s Next?
Launched
2012
Delivery timeframe
Mid term review
2016
Ts2020 review

6. What Can We Take Away From TS2020?
A Quick Snapshot!
First national tourism strategy to gain traction with industry.
Flexible framework enabling destinations and sectors to adopt a common approach and align to a shared vision.
Collaboration on a scale not previously achieved has given the industry a louder voice.
Robust, measurable and trackable KPIs.
The sector impacts on and is influenced by communities, infrastructure and other sectors – partnerships are vital.
Everywhere destination is different, urban, rural or island. Every sector is different. Flexibility is key.

7. Looking Beyond 2020 - Our Approach
A total commitment to partnership working.
Adopt a collaborative and fully inclusive approach.
Open the minds of those who shape, lead and invest in Tourism Globally and Locally.
Engage with and encourage industry engagement and commitment.
To use TS2020 as a solid foundation from which to move forward.

8. Beyond 2020 - Who Will This Give Guidance To?
The Tourism Industry
The Wider Ecosystem That Supports The Industry
Government and Agencies

9. Beyond 2020 – Our Roadmap WINTER 18 / 19 SPRING 19 SUMMER 19 AUTUMN 19
What’s Our Starting Point?
Build the Evidence
Where Do We Want to Get To?
Create Long Term Strategic Vision
How Will We Get There?
Identify where we should focus our efforts?
How Will We Know We’ve Arrived?
Define what success will look like
A New Vision Revealed
Stakeholder Validation
Action Planning
Monitoring & Evaluation Framework
Launch National Tourism Strategy & Action Plan
Industry and Stakeholder Engagement At Key Points In The Process

10. A New Evidence Base Has Shaped The Direction of Travel
Tourism Sector Skills Analysis
Who Are Our Visitors?
Key Learnings from TS2020
The Economic Impact of The Tourism Sector
Impact of Global Mega Trends
Global Travel Trends
UK & Scottish Government Policy Ambitions
Industry 4.0 – Impact on Skills
Limitless Discoveries
Technology to Stimulate
The Evolving Traveller
Experience More
Sustainability, Technology & Connectivity

11. Beyond 2020 - Responding to a Different Landscape
Evolving from a volume and value driven strategy with many factors outwith our control to one that anticipates emerging trends, builds on clear evidence and seeks action in key areas where our industry has influence
Recognising that we are one of the few remaining people industries
Valuing our places and intangible authenticity
Focusing on key pillars where action is needed and will make a difference
Measuring our progress and realisation of the benefits
Establishing the success needs to be measured and be defined by factors within our direct control

12. Beyond 2020 Our Working VISION
“By 2030 Scotland will be globally recognised for inspiring
and enriching the lives of its people and visitors.”
Our Visitors and Travellers
Our Citizens and Communities
Our Businesses and Workforce

13. Beyond 2020 Our Working MISSION
“Together, we will grow the value and benefits of tourism across
Scotland ensuring that every visitor enjoys an experience
they will take home and share with the world [and enabling our businesses and communities to prosper]”

14. 7 Emerging Themes Supported by the Evidence Base
Brand Promise
Customer Focus
Seamless Integration
Collaborative Spirit
Sustainable Outlook
Valued Workforce
Unique Destinations

15. We have Sought The Opinion of Industry & Stakeholders
National Engagement
Localised Industry Engagement
We Are Responding and Evolving Our Thinking…

16. OUR VISION FOR THE FUTURE REVEALED
STA Autumn Conference, EICC
7TH OCTOBER 2019