24-New Tourism Industry Strategy.pdf

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Tourism Scotland 2020
The future of our industry, in our hands
A strategy for leadership and growth
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Recent years have seen Scotland’s tourism industry maintain
its position as a key contributor to the nation’s economy,
generating an annual visitor spend in excess of £4.5bn.
These same years however, have also seen visitor
expectations grow ever more sophisticated with a shift away
from individual tourism attractions towards more rounded
experiences, delivered to a consistently high quality at each
point of the customer journey.
The opportunity for Scotland, if we’re to accelerate growth
and get as close to our full potential as possible, is to up our
game collectively and turn our nation’s many tourism assets
into quality, authentic visitor experiences – inspiring our
industry strategy, Tourism Scotland 2020 .
At a glance
Page
Foreword
Stephen Leckie,
2
Chair of the Tourism Leadership Group
& Scottish Tourism Alliance
Tourism Scotland 2020
Today’s industry
4
Tomorrow’s opportunity
6
Playing to our strengths
8
Priorities for action
12
Measuring our success
16
Our industry, in our hands
18

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