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Scottish Tourism Alliance responds to Scottish Government release of 2014 Tourism figures

21 May 2015

The Scottish Tourism Alliance (STA) is encouraged by the 2014 tourism figures in what was an extra special year for Scotland where the industry came together like never before and worked hard to deliver memorable experiences.

Marc Crothall CEO of STA stated “There is a lot of confidence in the sector post two years of positive growth. The industry however is by no means complacent and acknowledge that together with the Scottish Government, Local Authorities and other public sector bodies we will all have to work harder still and build on the success and momentum gained in 2013 and 2014 to deliver the ambitious growth target set.”

Crothall added: “With this in mind, the Tourism Scotland 2020 Strategy Group chaired by Stephen Leckie is currently going through the motions of evaluating the wider performance measures and various indicators and will reconvene shortly to discuss the future course of action and timescales in the structure of a formal review.”

Leckie commented “What remains clear is that the industry developed Tourism Scotland 2020 national strategy framework and the adoption of the same framework at local level by many destinations is one that is deemed to be a sensible approach. What the TS2020 strategy group will now do off the back of these figures is to reassess, reaffirm and if deemed necessary redetermine the key priorities and opportunities for driving growth.”


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 primary role of the STA is to represent the views of industry and be the ear and voice of the tourism industry.

The organisation also leads the facilitation and co-ordination of the on going 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 on the opportunities that are coming our way this year and to build on this to ensure future growth of our industry.

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 STA also acts as the united voice of the Scottish tourism industry to represent the “bigger” issues 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, membership has trebled in three years and continues to grow.

The STA will host its summer conference on June 11 at the Westerwood Hotel in Cumbernauld, at which Fergus Ewing, Minister for Business, Energy and Tourism will offer his thoughts on the industry post-election.

Stephen Leckie, Chair of the Tourism Scotland 2020 Strategy Group will also present an update on the Strategy at the STA Conference.

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


Media contacts:

Fiona Neville

Taste Communications

Tel: 0131 225 7205



Mhairi Clarke – PR, Communications & Marketing Manager

Scottish Tourism Alliance

Tel: 07809 558 375


Last Modified: Wednesday 15 June 2016 09:53
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