Ditch the kitsch or tourists will desert Scotland, expert warns

Published on Thursday 19 February 2009 21:03

SCOTLAND risks being left behind by tourism rivals around the world if it persists in promoting famous images of the nation such as lochs, mountains and ancient castles, a leading expert will claim next week.

A travel "futurologist" due to lead an industry masterclass believes the use of traditional messages should be dramatically scaled back by VisitScotland if it is to stay ahead of emerging rivals.

The views of Swedish academic Magnus Lindkvist, who has been asked to run a half-day Scottish Enterprise workshop for industry figures at Gleneagles Hotel on Monday, have triggered fresh debate over how Scotland should be promoted.

Mr Lindkvist will warn the impact of traditional Scottish marketing campaigns will fall flat over the next ten years because of the number of countries investing in such techniques for the first time. He will instead urge the industry to tap into niche markets such as adventure sports, diaspora tours and study holidays; help create major new cultural festivals; and encourage more luxury short breaks.

Mr Lindkvist is recommending the industry develops hundreds of new tourism initiatives and campaigns each year, and takes dramatic steps to quickly improve service in hotels and restaurants.

He told The Scotsman: "You have to remember that tourism is a very new industry, which didn't really exist until the 1960s. Many countries such as Croatia have only recently started to promote themselves as tourism destinations, using these kinds of messages.

"Scotland should move away from the stereotypical images used in campaigns, such as Loch Ness, castles, mountains and monuments. These kind of campaigns will become increasingly stale over the next ten years, mainly because so many other countries are now going down that road. Travellers are changing and those kinds of images will not have the same impact.

"Scotland should be trying to promote itself as a luxury short-break destination, looking at creating new cultural events and modern attractions, and developing diaspora and study tours of the country."

VisitScotland insisted it recognised much of Mr Lindkvist's comments and this was reflected in its marketing activities. Mel Angus, international marketing manager, said: "Much of our marketing activity is based on regular research we carry out with focus groups around the world."

Calum Macnee, general manager of Rabbies Trail Burners, the award-winning Edinburgh-based tour company, said: "Just because these images have been used for a long time, it doesn't mean that they don't work any more or are still valid.

"In the likes of the Far East and South-East Asia, these are the images that people associate with Scotland."

IN NUMBERS

200,000

People employed in tourism jobs in Scotland.

9

Percentage of jobs supported by tourism industry.

4.1 billion

Value of tourism to Scotland.

16.1 million

Estimated annual number of visitors to Scotland.

8.9 million

Passengers travelling through Edinburgh airport in past year.

40 million

Extra economic benefit expected from this year's Homecoming celebrations.

8,000

Number of visitors expected at biggest Homecoming event – a clan gathering in Edinburgh in July.