Quality of the Visitor Experience

Visitor experience

The visitor remains at the heart of TS2020.

If we are to drive growth then we need to outperform the competition through delivering the best genuine visitor experiences we can. We must grow and adapt with our customers’ changing expectations, through a combination of understanding our customers, reducing costs, creating fair and sustainable jobs, investing in staff and other aspects of our businesses and embracing digital.

Of particular relevance to the tourism industry are:

  • Strategic review of ‘quality and what it will mean for Scottish tourism in 5 and 10 years’ time has been initiated by VisitScotland with a new strategy developed in autumn 2016. In addition, a review to simplify and streamline the current approach to common standards relating to the star rating quality assurance schemes is underway, led by VisitScotland in partnership with VisitEngland, VisitWales, Tourism Northern Ireland and the AA.

  • Greater focus on understanding our international markets through better access to market intelligence and visitor feedback at national and regional levels. We need to be smarter with our use of data.

  • Businesses, destinations and sectors to make better use of visitor reviews and quality measures to inform areas of strength and improvement. VisitScotland is to launch a new partnership with user generated content aggregator TrustYou in which score will appear alongside star ratings in accommodation listings on visitscotland.com.

  • Continued focus on the importance of customer experience programmes, following success of WorldHost, Glasgow Welcomes and development of other regional programmes.

Key Initiatives/ Reports

Megatrends impacting Scottish tourism to 2025: opportunities for Scotland

Published in 2018, this report analyses the future of the Scottish tourism industry from a global perspective. 

The report looks at current tourism infrastructure, the industry’s potential and the challenges it faces.

It identifies the most pertinent ‘megatrends’ (long-term changes in behaviours or attitudes with global impacts across multiple industries).

Access the report >>


Linked to the priorities set out within the Tourism Skills Investment Plan, the 'WorldHost® Regional Destination Project' and ‘Business Recognition Award’ were developed and launched by People 1st in December 2014.

With industry research repeatedly highlighting shortfalls in the consistency and quality of customer service standards across the country, the introduction of an internationally recognised customer service training programme which could be made available across the country was welcomed.

WorldHost® gives businesses the opportunity to gain a highly-regarded, ‘must-have’ badge for customer service.

Visit the WorldHost website >>