Big 5 Questions Toolkit


What is The Big Five Questions? 

The Big Five Questions is campaign bringing together a range of public and private sector support and resources – a toolkit to enable tourism businesses to grow their own businesses directly in line with the TS2020 strategy and vision. 

The campaign aimed at tourism businesses/operators highlights five simple questions. These questions have already been published in the TS2020 Mid Term Review document so should be familiar to many. The challenge to individual businesses is that if they answer ‘yes’ to any of the questions then there is more they could be doing to develop, strengthen and grow their business, and as importantly that there is help already available to support them. The premise being that if every business answers ‘no’ to all five questions then Scottish businesses should be doing as much as they can to help deliver its 2020 vision. 

The five questions are shown below;

  1. Do you want to understand more about your customers?
  2. Do you want to be smarter online?
  3. Do you want to find ways to reduce costs and grow your bottom line?
  4. Do you want to develop your team to grow our business?
  5. Do you want to help grow tourism in your areas?

The Big Five Questions is hosted here on the STA’s website. Agency partners have provided information about the key products which they offer in relation to the five questions and will be asked to actively support the campaign through their own communication channels. Destinations and industry groups will be encouraged to use the same questions and branding to their stakeholders as well. 

Core messages

A team of public and private partners have brought together a comprehensive range of support channels to help tourism businesses grow.  By engaging with The Big Five Questions, businesses will help Scotland deliver the TS2020 growth ambition. 

• The Big Five Questions has been designed by industry for industry.

• Five key questions will prompt businesses to focus your attention on the priority growth areas of your business and help you identify the support you need quickly

• By engaging with The Big Five Questions  and taking advantage of the support available, you will grow your business and become more profitable

• A brand new tourism business toolkit with relevant, industry appropriate, easily accessible support and resources to help your business grow.

Big Five Partners 
The campaign is led by the Scottish Tourism Alliance and supported by Scottish Government, VisitScotland, Scottish Enterprise, Skills Development Scotland, Highlands and Islands Enterprise, Business Gateway and Zero Waste Scotland.







If you could do five things to grow your tourism business, what would they be- Do you want to understand more about your customers-
Digital (1) Do you want to develop your team to grow your business-
costs voice

Social media - did you know facts. 

voice2 People
Your Voice - Your People -
Costs digital
Your Costs - Your Digital -
Your Customers -

The Big Five Launch

big5-2 big5
(From left) Marc Crothall, CEO, The Scottish Tourism Alliance; Fiona Hyslop, Cabinet Secretary for Culture, Tourism and External Affairs, The Scottish Government; Caroline Warburton, National Strategy Coordinator, The Scottish Tourism Alliance                                                                                                                                                             

Suggested tweets 

Please use the following hashtags when referencing the Big Five Questions

#BIG5Q #TS2020

  • What's The Big Five Questions? Find out here, get support you need to grow tourism business #Big5Q  
  • The Big 5 Questions: a campaign to support #tourism businesses in Scotland  #Big5Q
  • If you could do five things to grow your tourism business, what would they be?' Find out about #Big5Q 
  • If you could do 5 things to grow your tourism business, what would they be?Make the most of help available  #Big5Q
  • Please go to the STA website to find out what FREE support is available for your tourism business.  #Big5Q