The National Strategy: Tourism Scotland 2020
The National Strategy: Tourism Scotland 2020 was launched in June 2012. 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 (See below for updates and useful links).
Developing our Assets & Building Capabilities
Key to achieving our growth ambitions will be turning Scotland’s tourism assets into the more rounded, added value experiences that today’s visitors want. We need to develop products in response to specific market opportunities and ensure the industry is adaptable. Key areas of focus are:
Five key performance indicators (KPIs) have been agreed to measure progress ~ read more.
Useful Tourism Scotland 2020 Downloads
> VisitScotland – The key facts on tourism in 2015 (June 2016)
> Tourism Scotland 2020 – Mid Term Review (March 2016)
> Tourism Scotland 2020- Tourism in Numbers (March 2015)
> Tourism Scotland 2020 – Headline Facts & Figures (March 2014)
> Tourism Scotland 2020 – Update from Tourism Scotland 2020 Working Groups (March 2014)
>Tourism Scotland 2020 – Full Strategy
>Tourism Scotland 2020 – Summary Flyer (November 2012)
>Tourism Scotland 2020 – Key Messages (updated March 2013)
>Tourism Scotland 2020 – 8 Priorities for Action (updated May 2013)
Learn more about the background and development of Tourism Scotland 2020.
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