Between the Lines: Yes, this park can indeed lead us out of recession

Published on Monday 5 January 2009 20:20

AS A headline it took some beating for bravura: National Park can lead Scots out of recession. Thus declared Mike Cantlay, convener of the Loch Lomond and Trossachs National Park on the front page of the Stirling Observer with a chutzpah that would put even Alex Salmond in the shade.

"Totally over the top" might well be your reaction. But hyperbolic though it looks, Cantlay has alighted on an evident truth about our predicament as the economic storm worsens, and struck a positive note that should serve as a national example across Scotland. In one of the most upbeat responses to the downturn, he points to an encouraging but all-too-overlooked truth: Scotland is on the brink of a tourist boom that could lift large parts of the economy if we seize the chance.

Seldom before have the national parks, our biggest cities, VisitScotland, and everyone connected with tourism been handed such an opportunity as the one that now beckons. Thanks to a dramatic fall in the value of the pound, Scotland is looking a far more competitive attraction on the global map.

And it's not just the American, European and Far Eastern tourists who now find Scotland an appealing contender for their holiday money. Here in the UK the draw of overseas holidays has taken a double hit, first from the recession that has brought a more cautious attitude to big ticket spending, and second from the steep rise in the cost of holidaying abroad.

As a result, thousands of Scots holiday lets, self catering cottages and flats, guest houses and B&Bs could find themselves early beneficiaries of a sea-change in attitudes towards holidays and holiday choices. Since the UK overall accounts for 82 per cent of tourism trips to Scotland and 2.8 billion of the 4.2bn annual tourist visitor spend, this is a big market not to be overlooked.

And how much we Scots overlook the endowment on our doorstep: inspiring scenery to die for, a beautiful environment, stunning historic castles, romantic islands, great city centres, a wealth of leisure sports and outdoor pursuits and heritage everywhere: it is a package beyond price. Well actually, it's not: it's just got 20 per cent more affordable.

Cantlay oversees a world-renowned national park that supports nearly 500 tourism businesses, 10,000 bed spaces, 6,000 tourist related jobs and an income reckoned at 200 million-plus from more than 2.1 million visitors a year. The park authority has recently taken on Elspeth McLachlan, formerly with leading marketing consultants Wolff Olins, as brand and tourism manager to help promote the park as a global tourist destination. This year, says McLachlan, "will see our visitors increasingly aware of this world-class destination which is literally on their doorstep".

And says Cantlay about the home market: "Three million urban Scots will be desperate to get out to shrug off those 'winter blues' and escape from talk of recession, unemployment and debt. Our national park is Scotland's 'breathing space' where generations have come to reconnect with the wonders of nature."

A businessman himself – his company, William Glen, operates in tourist retail on Loch Ness, with an offshoot in Toronto – he has no illusions about how tough the recession is proving. Indeed, his one big worry is that many firms may not make it through the lean months ahead of the tourist season.

"I'm absolutely convinced that this will be a far better tourist season than most expect, but we will lose businesses because of the storm.

"The radical movements in exchange rates mean both tourism in Scotland and exports to North America will be significantly more competitive this year. I'm concerned that few seem to appreciate this – and to appreciate what a useable marketing tool Scotland's Year of Homecoming is. My customers in Toronto are full of it. Many are already booked to visit Scotland during the summer.

"But my real worry is over the tourist industry as a whole. So many businesses are at risk of not making it to the season, especially as banks have yet to appreciate the underlying strength of the sector."

Traffic to the Homecoming website has jumped to 5,000 a day; a major VisitScotland PR plan will be launched later this month to coincide with the annual trade show for tourist retailers; and a 1m European marketing campaign focused on France, Germany and Spain kicks off next month.

Scottish Enterprise has identified tourism as one of six key long-term growth areas. But more immediately there is ground to be made up. Passenger numbers show a 5 per cent fall in visits to Scotland from continental Europe compared with the first six months of 2007. North American numbers are down 6 per cent. But with sterling's fall and Cantlay's positive spirit, there is every prospect of a better year coming for Scottish tourism.