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!!
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