STA News Keep up to date with all the latest news

Press Release: National Tourism Strategy takes the high road!

09 Mar 2016

National Tourism Strategy takes the high road!

The Scottish Tourism Alliance (STA) and tourism leaders will ‘take the high road’ tomorrow for a week-long series of Scotland wide tourism industry conferences, seminars, business breakfasts, lunches and receptions to mark Scottish Tourism Week (STW 2016).

STW 2016 will see over 25 events held across the length and breadth of Scotland before the tourism industry gathers at Edinburgh’s EICC for the Scottish Tourism Alliance Signature Conference on the 17th and 18th March.

This year’s event has been designed to connect over 2020 businesses across Scotland into the tourism conversation over the course of the week. The STA will take the key messages linked to the national strategy mid-term review out to industry across Scotland with the aim being not only to achieve the aspirational growth target of £5.5 billion but to inspire all to achieve the Tourism 2020 vision, that ‘Scotland will be a destination of first choice for a high quality, value for money and memorable customer experience, delivered by skilled and passionate people.”

Commenting on the week long event, Marc Crothall CEO STA said “We are looking forward to attending the many events which are part of this hugely exciting and inclusive 11th Scottish Tourism Week and to bringing more businesses and people than ever before into the tourism conversation. Despite the recent successes that Scotland has had on the international stage, the industry continues to experience many challenges and we are still not anywhere near as competitive as we could and should be. Many barriers exist, which if removed through changes at policy level, would enable tourism in Scotland to strengthen and maintain its position as one of our most important economic drivers over the long term.

He added; “The events taking place over the course of the week offer the opportunity to highlight and discuss these messages around competitiveness; not only keeping up with the rest of the world but what we need to do to get ahead of the game.”

The STA CEO, Chair Stephen Leckie and Tourism Scotland 2020 Strategy Co-ordinator Caroline Warburton will between them travel c3750 miles across the country speaking over 25 events before arriving at Edinburgh’s EICC to deliver the national conference, a highlight of the Signature Programme on 17th and 18th March.

The two day Signature Programme itself will bring together more than 2000 delegates to learn, engage, inspire and celebrate with MSPs and leading figures in the tourism and business worlds. 

Notes to Editors:

The Scottish Tourism Alliance (STA) was formed in 2012, an evolution of the Scottish Tourism Forum which was established in 1998 to act as the Industry Leadership Groupfor tourism and the leading voice for the tourism sector in Scotland.

The role of the STA is also to ‘lead on industry matters’, collaborating with and representing industry views to government and agencies, bringing public and private players together to encourage the voicing of opinion about problems and priorities to find solutions.

The organisation also leads the facilitation and co-ordination of the ongoing development and delivery of the National Strategy: Tourism Scotland 2020, industry wide, the strategy ambition being to make Scotland a destination of first choice for a high quality, value for money and memorable customer experience.

One of the Scottish Tourism Alliance’s key objectives is to help support individual businesses, marketing services, trade associations, local area tourism groups and any organisation with an active interest in tourism to realise their potential by maximising and building on opportunities to ensure future growth of our industry.

The STA also acts as the united voice of the Scottish tourism industry to represent the key issues which act as barriers to growth and bring about the changes needed at all levels to ensure future growth of the tourism industry and the economy.

The STA has circa 70% -75% of the tourism sector as Members either directly and indirectly through association with and Membership has trebled in three years and continues to grow.

For more information on the STA and the National Strategy: Tourism Scotland 2020 please visit or call 01786 459 235

For more information about Scottish Tourism Week, please visit

Last Modified: Wednesday 15 June 2016 04:54
Related Articles: ​Scottish Government announces £300k funding boost for Ayrshire & Clyde tourism Secure your place at Scotland's tourism industry conference 2019 Tourism At The Top STA responds to Edinburgh Chamber of Commerce Tourism Tax Survey Rising stars of tourism Young talent recognised at Scottish Thistle Awards Mission to strengthen European visitor markets for Scottish tourism Edinburgh City Council Consultation Events for Hospitality and Tourism Sector Q3 Tourism Industry Barometer – please contribute! Scotland's First Minister announces new support for tourism sector at national industry conference STA responds to First Minister tourism tax announcement at STA Autumn Conference