New Scottish tourism strategy targets extra £2bn by 2020

A NEW national tourism strategy for Scotland has targeted generating up to £2 billion extra for the industry by 2020.

A NEW national tourism strategy for Scotland has targeted generating up to £2 billion extra for the industry by 2020.

Increasing the value of overnight stays from the current level of £4.5 billion to as much as £6.5 billion is the key aim of the blueprint for the sector, which supports more than 200,000 jobs.

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However the Scottish Tourism Alliance report admits that the industry is failing to maximise its potential and not concentrating on the “overall experience” of visiting Scotland.

Improving customer service, better internet and phone coverage, tackling variations in quality in accommodation and eating out, and public transport improvements are among key priorities identified.

Better promotional efforts in emerging markets in India, China and Russia are being planned, along with trying to expand the economic benefits of cruise liner trips, adventure holidays, golf tourism, mountain biking and sailing.

Stephen Leckie, chair of the Scottish Tourism Alliance, said: “It doesn’t matter whether you’re a small B&B or a huge resort hotel, there’s a chance to make tourism deliver sustainable, long-term growth that will not only bolster individual businesses but ultimately act as the economic bedrock of the Scottish economy.

“This is an ambitious strategy, but working together we can make sure it’s achievable.”

It emerged last year that the value of the industry to Scotland was under-estimated as the £4.5 billion figure used previous by VisitScotland did not include day visits, which added another £6.2 billion.

The tourism alliance is made up of hundreds of businesses, trade bodies and local associations, and is independent from VisitScotland, which has shelved its own growth targets.

Its strategy states: “Increasingly, visitors are seeking more rounded experiences with a variety of things to see and do.

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“Our international research shows that competitor destinations have been quick to respond, integrating that efforts their respective industries to offer experiences that are tailored to visitors’ personal experiences. Scotland, on the other hand, has still to react as a collection.

“There is much work to be done if we are to meet visitor expectations of a consistently high level of quality and customer service.”