VisitScotland

As Minister for Enterprise, Energy and Tourism, it is my great pleasure to welcome you to VisitScotland?s annual report for 2008-2009.

It has been a challenging, yet exciting year for Scottish tourism.  The global recession has had a major impact on international travel and Scotland has not been immune to this downturn.  However, with Homecoming Scotland, we have also had a competitive edge that has been the envy of countries across the globe.  The broad appeal of Homecoming - reaching out to those with ancestral ties as well as to the broader group of 'Affinity' Scots who simply love Scotland?s vibrant culture, our heritage and traditions, whisky, golf and of course the friendly Scottish people, has resulted in unprecedented global awareness of Scotland as a must-visit destination.

Throughout the year I have never ceased to be amazed about the enthusiasm and passion that is prevalent right across the tourism industry.  And that enthusiasm and passion is evident in VisitScotland as well, proud winners of the Brand Marketing Company of the Year Award at the Marketing Society Awards earlier this year, not to mention a suite of other marketing wins, including at an international level.

This website will give you a flavour of how the team?s enthusiasm has been translated into activity on behalf of the Scottish tourism industry during the year.  In such challenging times, the core purpose of VisitScotland - to maximise the economic impact of tourism to Scotland - has never been more important as we work towards this Government?s goal of sustained economic growth.

Building on the brand development work carried out over recent years both at home and overseas, VisitScotland has this year continued to capitalise on the assets which attract our visitors here in the first place - our stunning landscapes, our vibrant cities, our culture and heritage, our vast array of outdoor activities - to sell Scotland to the world, bringing millions of visitors and billions of pounds to the country.

Homecoming Scotland has of course been a central theme of activity.  However, I am delighted that VisitScotland has continued to develop its award winning campaigns such as Winter White and build on its excellent record of partnership working with a new and exciting partnership with Norfolkline at Rosyth, for example, not to mention extending its reach within emerging markets such as China and themes, such as golf and outdoor activities.

Since bringing the operation of the visitscotland.com website in-house, VisitScotland has been working with the industry in plans for improving the website as well as ensuring that it becomes more efficient and effective.

It is also encouraging to see the integration of marketing activity and events, with the work of VisitScotland and EventScotland, a directorate within VisitScotland, more closely aligned than ever as they have delivered Homecoming Scotland 2009.  EventScotland?s continued delivery of the ?The Perfect Stage? has complemented the dedicated Homecoming Scotland programme and the team has continued to work hard to attract major events and festivals to Scotland.  One such is example the Golden Oldies World Rugby Festival which attracted 3000 participants from across the world and generated £6m for the country?s economy. 

Experience tells us that many visitors, who have had a quality experience of  Scotland return to taste even more of the local flavours on offer across Scotland.  The role of the events industry in ensuring there is indeed lots on offer is extremely important.

• Looking forward, we have many other exciting projects which we can capitalise on and help generate additional revenue across all of Scotland.  High-profile events such as:#
• the Archery World Cup in 2010;
• the Women?s British Open  (which will be held in Scotland 5 times between 2011 and 2020);
• the  Ryder Cup and the Commonwealth Games in 2014;
• and many more events and festivals which will place Scotland well and truly on the world stage.

Working together I am confident that we can ensure the cultural and economic benefits of these initiatives are felt across all areas of Scotland and sectors of tourism for many years to come.

This review of VisitScotland?s activities will give you an insight into how VisitScotland is working to sell Scotland to the world, at home, across the UK and in your own local area.

I am sure you will find it interesting and informative and hope that you will help us broadcast its messages.