1. Tourism Framework for Change WELCOME

2. Tourism Framework for Change Iain Herbert Scottish Tourism Forum

3. Tourism Framework for Change Set up in 2005, produced strategy of 50% economic growth by 2015 Developed to remove barriers, build successful strategies and partnerships Built around 14 targets 5 groups focused on delivery of targets

5. Chart represents annual % growth rate from 2005 to 2008 with required annual % growth rate from 2009 to 2015.

6. Chart represents UKTS / IPS recorded Tourism Expenditure 2005- 2008 (Dark Blue/Red). Opaque Blue/Red represents expenditure required to meet Ambition Target (£7.8bn nominal value)

7. Future? - Backdrop Increased awareness of importance to Scottish GDP – non transferable Recognised untapped potential– ??% Reducing public purse – securing future % Cohesive industry lead solutions – opening up real opportunities

8. Review To grow the economic potential of tourism & hospitality Agreement that a real step change is needed Growth is delivered by grass roots industry – not strategy Engagement and ownership must from grass roots Needs to adopt a ‘business like’ approach

9. Key Elements Customer Experience Investment Marketing & Sales Underwritten by Sustainability

10. Industry Leadership Group Scottish Tourism Forum TFFC 'Delivering for the future' Customer Experience Skills Accessibility Investment Marketing & Sales INDUSTRY DMO’s, SDO’s, ATP’s, COSLA, Local Authorities, National Parks etc

12. Tourism is everyone's business

13. Hope you enjoy the rest of the day!!