Tourism Framework for Change

WELCOME

Tourism Framework for Change

Iain Herbert

Scottish Tourism Forum

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

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

• 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)

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

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

Key Elements

Customer Experience

Investment

Marketing & Sales

Underwritten by Sustainability

INDUSTRY

DMO’s, SDO’s, ATP’s, COSLA, Local Authorities, National Parks etc

Tourism is everyone's business

Hope you enjoy the rest of the day!!