tourism framework for change welcome. tourism framework for change iain herbert scottish tourism...
TRANSCRIPT
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!!