visitscotland strategies

visitscotland strategies

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Government Economic Strategy

The Economic Strategy

The Scottish Government's core purpose is to focus the Government and public services on creating a more successful country, with opportunities for all of Scotland to flourish, through increasing sustainable economic growth. Underpinning this purpose are five strategic objectives, to make Scotland: wealthier and fairer; smarter; healthier; safer and stronger; and greener. Download a full copy of the Strategy (PDF, 1.1 MB).

Tourism Framework for Change

Tourism Framework

framework Published in March 2006, the Tourism Framework for Change (TFFC) is the national tourism strategy for Scotland. It was the result of significant collaboration with the industry and input from the public sector agencies, including local government, and the Scottish Government. It set out three overarching ambitions: to grow tourism revenues by 50% by 2015; to become one of the world's foremost tourism destinations; and to be Europe's most sustainable tourism destination. Download a full copy of the Strategy (PDF, 1 MB).

VisitScotland Corporate Plan

Corporate Plan 09

VisitScotland's three year rolling strategy outlines how we will contribute to the Scottish Government's core purpose: to increase sustainable economic growth. Our strategy focuses on putting the customer first and we will concentrate on introducing visitors to experiences, connecting businesses with visitors and making tourism everyone's business. We aim to deliver our strategy while balancing the economic benefits of our actions against any environmental and social impacts. Download a full copy of the Strategy (PDF, 8.04 MB).

Tourism Prospectus

Tourism Services

Building on the targets set out in the TFFC, we have developed strategic thinking around how the overall industry growth ambition could be achieved. The Tourism Prospectus outlines five key areas that could drive growth: capital investment; cross selling; capacity utilisation; market positioning; and incremental marketing. It encourages industry to think about growth in terms of both value and increased visitor numbers. Download a full copy of the Strategy (PDF, 1.6 MB).