Beyond TS2020

Beyond 2020

Scotland’s current national tourism strategy Tourism Scotland 2020 was launched in 2012 and the target was to grow visitor spend by £1bn (to £5.5bn) by 2020.

The strategy was developed to target those markets that offer us the greatest growth potential, to collaborate within and across Scotland’s tourism destinations and to develop the authentic memorable experiences today’s visitors seek, delivered to the consistently high quality they expect.

Whilst good progress has been made in many areas since the launch of Tourism Scotland 2020 in 2012, We are now starting to look ahead to beyond 2020. A review of the current strategy is underway, including progress against all KPIs, as well as a fresh look at the potential future growth opportunities and challenges facing the sector.

Working with partners, across the industry, Scottish Government and public agencies, collectively we aim to produce an ambitious updated strategy for the future of Scotland’s tourism industry.

Leadership Group

Responsibility for leading and shaping the development of the new strategy Beyond 2020 and creating a supporting action plan will lie with the newly formed Strategy Steering Group (SSG). On behalf of the Tourism Leadership Group, this partnership between industry, Scottish Government and public agencies collectively aim to produce an ambitious updated strategy for the future of Scotland’s tourism industry.

Industry Representatives

Marc Crothall, Chief Executive, Scottish Tourism Alliance & Chair of SSG
Susan Deighan, Director of City Marketing and External Relations, Glasgow Life
Stephen Duncan, Director of Commercial and Tourism, Historic Environment Scotland
Fiona Campbell, Chief Executive, The Association of Scotland's Self-Caterers (ASSC)
Karen Yeomans, Executive Director Economy and Communities, North Ayrshire Council
Marshall Dallas, Chief Executive, Edinburgh International Conference Centre (EICC)
Rob McKinnon, Chief Executive, Outer Hebrides Tourism
Claire Bruce, Chair, VisitAberdeenshire
Niall McCandlish, Area Manager - Scotland, Expedia Group
James Stuart, Convener, Loch Lomond & The Trossachs National Park Authority

Core Public Sector Representatives

Bettina Sizeland,  Deputy Director, Tourism and Major Events, Scottish Government

Danny Cusick, Sector Portfolio Director - Food & Drink & Tourism & Textiles, Scottish Enterprise

Anna Miller, Head of Tourism, Highlands & Islands Enterprise

Malcolm Roughead, Chief Executive, VisitScotland

Chris Brodie, Head of Skills Planning & Sector Development, Skills Development Scotland

Our Approach

  • Commitment to partnership working
  • Collaborative and inclusive approach 
  • Openness to challenge
  • Continue to encourage industry engagement and commitment
  • TS2020 solid foundation from which to move forward



New National Tourism Strategy Launched Autumn 2019