Quality of the 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 quality visitor experiences. 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 expected 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.
  • Delivery of refreshed Tourism Skills Investment Plan to 2020 to support a skilled and passionate tourism workforce.
  • Continued focus on the importance of customer experience programmes, following success of WorldHost, Glasgow Welcomes and development of other regional programmes.

Key Initiatives

  Watch this space - under development