visitscotland strategies

visitscotland strategies


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, 1.47 MB).

Tourism Scotland 2020

Tourism Framework

In 2012, the Tourism Leadership Group drove the development of a refreshed strategy for Scottish tourism. The new strategy was launched in June and is led by industry, supported by the public sector and based on an in-depth understanding of market opportunities matched to Scotland's capabilities. It provides a common agenda for the industry and supporting organisations, focused on our long term growth ambition. Download a full copy of the Strategy (PDF, 0.3 MB).

VisitScotland Corporate Plan

Corporate Plan 09

VisitScotland's 3-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, 2.40 MB).

Tourism Prospectus

Tourism Services

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).