minister's welcome
As Minister for Energy, Enterprise and Tourism, it is my great pleasure to welcome you to VisitScotland's Annual Review, 2010-2011.
The difficulties faced by the global tourism industry due to the economic downturn have been well documented, with visitors placing more and more importance on value for money destinations. There have been significant barriers to international travel, from industrial action to ashclouds, and a winter that closed airports around the country.
VisitScotland has responded well to these economic challenges and this website provides an overview of their ongoing actions to maximise the sustainable economic benefit of Scottish tourism - attracting visitors from at home and abroad, and encouraging them to experience Scotland.
VisitScotland is working to ensure the staycation is here to stay. Last year they announced a £5 million marketing drive to do just that, which I am happy to report superseded its original target, bringing in £221 million for the Scottish economy. In March we saw the launch of Surprise Yourself campaign for the UK and Ireland, showcasing the surprising things to see and do in Scotland and early results from VisitScotland indicate that this campaign has already generated an additional £89.9m to the economy.
In the international arena, the award-winning Meet the Scots campaign was re-launched, aiming to build on the success of its predecessor and attract even greater numbers of visitors from key European markets.
Business tourism has the potential to grow significantly - something which VisitScotland has not overlooked. The organisation's Business Tourism Unit is working hard to promote the country as a premier destination for corporate conferences, professional associations' conventions, incentive programmes, and exhibitions. Some of their key successes include attracting the National Tour Association to co-locate with VisitScotland Expo in Aberdeen, and supporting the securing of the World Council of Credit Unions and the TEDGlobal Conference.
Our events industry continues to go from strength to strength, and support from EventScotland is integral to securing internationally-significant events for Scotland, including the World Gymnastics Championships, the World Orienteering Championships, and securing a three-year deal for the MOBO Awards.
We are nearing a once-in-a-lifetime opportunity for tourism. The coming 'Winning Years' will bring the eyes of the world to Scotland, beginning in the year of Creative Scotland in 2012 and the London Olympics through to the Commonwealth Games and the Ryder Cup - and of course Scotland's second Year of Homecoming in 2014. These years present enormous economic opportunities for Scotland and the Scottish Government and VisitScotland are working together to ensure we maximise the benefits and deliver growth for the industry.
Fergus Ewing MSP
