Three years to save the future of Scots tourism
Stirling Castle is among the top Scottish visitor attractions
SCOTLAND is in danger of missing out on a once-in-a-lifetime opportunity to “change the face of tourism” in the country over the next three years, the industry’s figurehead has warned.
The head of the national tourism agency issued the stark warning after revealing he had secured almost £30 million in additional funding to help promote Scotland on the back of forthcoming sporting and cultural extravaganzas.
Tourist chiefs believe spin-offs from the London Olympic Games, Glasgow’s Commonwealth Games, the Ryder Cup and a new Disney film offer an unprecedented “honeypot” – but only if they are capitalised on.
VisitScotland chairman Mike Cantlay said: “I am appealing to the tourism industry to help us grasp this opportunity – from the smallest B&B to the biggest resort hotel.”
VisitScotland claims the industry is already set to benefit from an extra £2 billion worth of infrastructure improvements in the next few years, due to major projects such as the new V&A Gallery in Dundee, the new Bannockburn visitor centre and Donald Trump’s golf course in Aberdeenshire.
Mr Cantlay said the industry might live to regret failing to capitalise on what he has dubbed “the Winning Years” if it failed to cash in on a chance to “change the face of tourism in Scotland.”
He wants business to start planning now on how to benefit from the eagerly-awaited Disney/Pixar animated film Brave, which is released next year, the Queen’s Diamond Jubilee in 2012 and the Ryder Cup in 2014.
The Winning Years initiative is to be launched formally at the Scottish Parliament tomorrow, just weeks after it emerged that spending from overseas visitors was down by 17 per cent in the first half of this year, contrasting sharply with a 5 per cent rise across the UK.
However, the number of UK visitors to Scotland went up 6 per cent from January to June, with domestic spending up about 13 per cent.
VisitScotland’s plans have been unveiled days after it was revealed that the umbrella body for Edinburgh’s festivals was seeking another £11.5m over the next three years to boost the profile and audience of the money-spinning events.
Mr Cantlay admitted the industry was at a major “crossroads” this year, insisting it had been outperforming many European rivals in withstanding the impact of the economic downturn, but was also in danger of failing to make the most of a three-year sporting and cultural bonanza.
He told The Scotsman: “We need to make tourism the hero of the Scottish economy – with everyone understanding its size and potential over the next three years. This is about benefiting everyone in Scotland – not just the tourism industry.
“This is about catching the moment – every public sector body, every business and every member of the Scottish population needs to be on board to be able to deliver this growth.”
Creative Scotland, the Scottish Government’s arts agency, has already been awarded £6.5m to help fund special events next year as part of a 12-month campaign to promote the creative industries to coincide with the London Olympics.
Other projects have received separate Lottery funding to become part of the Cultural Olympiad, including Speed of Light, an Edinburgh International Festival show on Arthur’s Seat, the creation of a giant football pitch in the Borders and a spectacular outdoor classical concert in the shadow of Stirling Castle.
VisitScotland has been given an extra £8.4m next year, on top of its £40.7m core budget, as well as £49.5m in 2013-14 and £50.3m the following year.
Mr Cantlay said: “We have been consistently resilient as an industry over the last three years, despite everything we’ve had thrown at us, such as the volcanic ash problems, two bad winters and the wider economic downturn, which has caused major problems for tourism in other countries.
“I believe we could see a profound sea change for the industry over the next three years if we take advantage of the Winning Years. We could be on the verge of something special, but it needs everyone pulling together.
“We don’t want to be sitting here in 2015 wondering why we didn’t make the most of the London Olympics or the Commonwealth Games, as we’re never going to get those events staged in such close proximity again.
“We need to take advantage of the fact that the south of England is going to be pretty much full when the Olympics are on and encourage people to come here as an alternative.
“Brave is a great example of something that can be huge for the industry. It’s a film people will be watching for years afterwards, much like Toy Story. We’re working very closely with Disney, but businesses should be thinking about what new products they could develop to tie in with the film, for example.
“I don’t think we’ve made the most of the Royal Family before now, but next year could be huge for places like Balmoral with the Queen’s Diamond Jubilee.”
The tourism industry in Scotland is thought to be worth more than £11bn a year, supporting about 200,000 jobs.
Mr Cantlay said his organisation had calculated that £2bn worth of investment was planned to be delivered over the next three to four years.
“There are major improvements happening all over the country at the moment, not just in Glasgow, where the new Riverside Museum opened this year, or in Edinburgh, where the Scottish National Portrait Gallery is about to reopen,” he said.
“I’ve recently been to Shetland, where the new Mareel arts centre is going to be absolutely fantastic, there are major improvements taking shape in John o’ Groats, and the V&A Gallery in Dundee is well advanced.”
Tourism minister Fergus Ewing defended the extra funding for VisitScotland, saying the next three years offered “huge opportunities” for the industry.
“We wanted to ensure that VisitScotland could properly take advantage. VisitScotland has very much taken the lead but we have three ministers, including myself, working on the various aspects of the Winning Years because of their importance.
“We believe it’s been hugely important over the last few years to keep investing in new world-class facilities for visitors here. You can already see the impact of the commitment to the V&A with the interest from developers in that area in Dundee now, even though work on the gallery hasn’t started yet.”
Robin Worsnop, chair of the Edinburgh Tourism Action Group, denied suggestions there was any complacency about the next three years, and said many businesses were focused simply on surviving.
“The challenge for many people is keeping going at the moment, particularly in the more rural areas, because of the rising costs of running a business, and it’s becoming more difficult to survive for many people.
“There are big threats out there like the eurozone crisis and if there is a complete collapse of the euro it could have a devastating impact on the industry.”
The most recent tourism figures for Scotland, released last month, showed that the number of overseas visitors was 78,000 down during the first half of 2011 compared with the same period in 2010, a drop of 8 per cent.
VisitScotland admitted it was “surprised” by the slump in overseas visitors, but said the figures almost certainly reflected the global economic downturn.
Industry figures said one welcome sign was that the number of visitors from North America had increased by 7 per cent in the first half of the year.
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Comments
There are 99 comments to this article
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Scotty55
Tuesday, November 22, 2011 at 12:06 AMTravelling overseas on business a lot, I turn on the tv in my hotel bedroom. I see interesting, clever adverts for a great looking country that has tremendous scenery, top golf courses, other opportunities for outdoor sports such as fishing, walking, cycling etc, inviting inns and hotels, quality food, a colourful heritage and a warm welcome. It even has pipes and whisky. The only problem is that the adverts are for the Republic of Ireland. Scottish tourism on overseas tv - invisible in my experience. Speak to young adults from the old 'white' Dominions and the USA as I do in my job. They all want to visit Ireland. They've been sold the Emerald Isle bigtime, know all about it and they all want to go there. Many of them think they have Irish ancestors, even when their surname clearly indicates their origins are Caledonian and not Hibernian. But if you suggest they are more likely to have Scottish origins, most of them go completely blank because they know nothing, and therefore care little, about the place. We are decades behind the Irish in marketing Scotland. They have cornered the market in selling 'a Celtic experience' to the rest of the world, even though their product is inferior in most respects to Scotland. And as other contributors here say yet again, we have serious problems as a holiday destination. Those who do get here, find that we offer a hit-or-miss product. Too few direct flights to the place. Why is no one at Holyrood doing anything about this ? Much of the tourist accommodation is poor quality and overpriced. Some of it is dreadful. That's a fact although cohorts of small hoteliers and tourism bureaucrats will try and deny it. Eating out in Scotland is also very expensive almost everywhere and again often very poor quality. There are many other problems, which others in this thread have highlighted. They are the same problems that have held back tourism in Scotland for decades and nothing ever seems to be done about them, sadly. The scenery, landscapes, space, light, culture, heritage etc are unbeatable. It's a fantastic country with enormous variety in a small land. We should be world beaters in the tourist game but we're not even third division, I hate to say. I know that defenders of the current situation will [rightly] say that we have some good things to offer, but the standard of the product is still too variable, it's generally too expensive, and we're just not promoting it in the right way.
whitstomatowiu
Monday, November 21, 2011 at 11:12 PMTartancult,--------------Please Please Please calm down I have just managed too stop laughing at the sheer nonsense you have just posted------------------------------"Anger management does it come in chocolate flavour" Explain Please------------------------------------------------"You poor wee bachle" Sorry too disapoint but I'm nearly 6 ft tall and married to a lovely slim girl and luckily we are not poor, so wrong again------------------------------------------------------------------------------------------------And don't flatter yourself nobody will need to stalk you, people need a greater challenge than what you can offer----------------------------Now a bit of advice Keep Calm
Tartancult
Monday, November 21, 2011 at 10:02 PM#94 Tartancult,----------------Have you ever tried anger management I hope you don't hit out at people near too you, infact I'm pleased you said that you are not living in Scotland at present "................... That was last week, you poor wee bachle. As for trying anger management....does it come in chocolate flavour?......You really shouldn't reply to my posts, your attempts at a retort, riposte or rejoinder are simply feeble, even more feeble if fact than your overly-simplistic analysis of all things Scottish. Feel free to continue to stalk me though, everyone needs a hobby.
peter58
Monday, November 21, 2011 at 09:59 PMHowever, even I would admit, Edinburgh does have the finest arts festival in the world (only through gritted teeth though).
peter58
Monday, November 21, 2011 at 09:56 PMVisit Scotland - what's not to like! Being a keen hill walker I have visited some of the most remote spots in Scotland and have never failed to be bowled over with the sheer majesty of it all. If you are looking for a cool city break, Glasgow has it all - and restaurants you can even get a seat in. Of course, Edinburgh has one or two features you might want to look at on your way to somewhere more interesting and genuinely Scottish - but an hour spent in Edinburgh should just about cover it. Something for everyone Scotland. Except theatre. if you want a genuine theatre experience go to London.
whitstomatowiu
Monday, November 21, 2011 at 09:23 PMTartancult,----------------Have you ever tried anger management I hope you don't hit out at people near too you, infact I'm pleased you said that you are not living in Scotland at present -------------------------------------The Scottish people can rest in the knowledge you are not in their midst.-------------------------------------------------------------------------------------I could bet you this anger of your's can be traced back too May 5th this year.----------------------------------------------I have been doing a study and unionistas like Grahamski,Elie,Charles, Peter and many more have all the same systems-------------------The only cure is too get up off your knees and see how stupid you've been, and see the light
Tartancult
Monday, November 21, 2011 at 08:39 PMThat was even more feeble that most of your previously pathetic efforts, #92 - who knew that was possible.
whitstomatowiu
Monday, November 21, 2011 at 07:23 PMTartancult,--------------------Behave yourself we don't want to hear about you sex life " I was well received and had a great time"----------------------------------Tartan owns up too be a taker-----------------------Have you had a check up ? Tartan said no it was a wee bloke from Tottenham.
Mario Antoinette
Monday, November 21, 2011 at 06:53 PM90 Scotlands tourism industry is actually doing just fine. Theres no need for this ludicrous body to even exist - its just a new "ceo" with a press release justifying his existence. How is he planning to promote these events ? I live in the US and never see a single thing promoting visits to scotland. Not even at the highly successful Highland Games here (soe of which attract 70 thousand people). Lived in mainland europe for 10 years and saw absolutely nothing there either. He's havering. Scotland is hardly unique in the world when it comes to substandard accomodation. It's everywhere. What does baffle me is places like the Royal British Hotel on Princes street, Edinburgh. It ideally situated, half the rooms have views of the castle yet it is an absolute fleapit. ANy entrpeneur worth his salt shoudl take a place like that over, refurbish and triple the rates.
Canny Mann
Monday, November 21, 2011 at 06:40 PMAs some posters have pointed out, VS (visit Scotland) have a long way to go to improve their and scotlands image. However as also stated by posters is their disappointment that some establishments have shoddy, damaged and badly maintained rooms or reception areas. Not all of the business's reported were under the VS umbrella. Some were private or used the services of other advertising companies.Due to the continued under investment in private enterprise, tourism have become accustomed to 2nd rate services. Tourism in scotland needs to be given a d*mn good shaking up and rebuilt from the ground up. 2 types of tourism...Budget, student and family driven(Hostel, Log Cabin or YMCA type accomodation) along with the more costly and luxury end of the market catering to the high spending USA,Japan China etc visitors. Scottish government also need to investigate and implement an outward bound type adventure holiday scheme catering to youngsters and student types not to mention Mums and Dads who like to get involved too. Youngsters should be encouraged to get exercise, good hearty warm food and friends to make on a campingadventure holiday in the wilds of scotland......oh aye and the midgies :-)
Tartancult
Monday, November 21, 2011 at 06:39 PM#34 I went to London a few weeks ago for a break and was abused from word go. Called a sweaty sock, a Jock, a sponger and all sorts."............Strange, last time I was there I was well received and had a great time - maybe it is YOU who is the problem, sweaty sock?
chics311
Monday, November 21, 2011 at 05:26 PMCome back on vacation every two years for the last twenty ,here are the problems not enough flights to Scotland,[B.A.doesnt have a direct flight to Edinburgh or Glasgow [Are you kidding me ?.] The quality of the hotels has not improved .[read the reviews on Tripadvisor and weep .] The hotel employees are not Scottish ,if I wanted to hear Eastern Europes accents I would have gone to the Ukraine .I have stayed in over 30 hotels most with 3 stars maybe 2 deserved 3 stars the rest were 2 or less .doesnt anyone inspect them.? It is very expensive ,I usually rent an apartment in Glasgow my home town and use it for a base to travel. when I go to the supermarket I cant believe the prices ,all exorbitant. Why does the City government allow foreign pan handlers to beg all over the city ,this is P.C. run amok ,enact an ordinance and get them of the streets.I'll keep coming back I hope you dont mind my consructive criticism .Scotland is still the best wee country in the World.
man-o-field
Monday, November 21, 2011 at 04:50 PMReferring to the wonderful world of wind turbined Scotland. At present wind is generating about 300MW (three hundred) Total 'all fuel' generation is about 47,000MW. (47 thousand) In other words black-out if relying upon wind. It has to be noted that the renewables 'mafia' nearly always quote average values which even out generation figures. Disastrous and embarrassing periods of low electricity generation, by wind, are buried in their statistics.
Mario Antoinette
Monday, November 21, 2011 at 04:18 PM82 Rob. I live in the US , but I'm not from here. I dont mean to be nasty but the world is homogenis(z)ed enough already without Scotland introducing the same patronis(z)ing and false friendliness service practices as the US. You know as well as I do that the only reason service staff are not surly in the US is because they are basically minimum wage (or lower) slaves who rely on tips to survive. They are not your friends. In scotland they dont. If someone in scotland genuinely feels like being friendly to you , they will. They will not pretend. You should appreciate this.
crecy1346
Monday, November 21, 2011 at 04:18 PMPerhaps Mr Cantlay could provide three reasons why any one from England should visit Scotland? (not including visiting family).That is a simple excercise that shouldn't cost £30 million
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