National Strategy

The National Strategy: Tourism Scotland 2020

Findings of the Mid Term Review

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:

Nature & Activities                   Events & Festivals                     Destinations, Towns & Cities

GROUP OF MOUNTAIN BIKERS ON THE TRACK FROM THE LAIRIG GHRU MOUNTAIN PASS (IN DISTANCE) - DESCENT TOWARDS ROTHIEMURCHUS IN THE CAIRNGORMS NATIONAL PARK, HIGHLANDS OF SCOTLAND. PIC: P.TOMKINS/VisitScotland/SCOTTISH VIEWPOINTTel: +44 (0) 131 622 7174 Fax: +44 (0) 131 622 7175E-Mail : info@scottishviewpoint.comThis photograph can not be used without prior permission from Scottish Viewpoint.         PERFORMERS ON THE CASTLE ESPLANADE DURING THE EDINBURGH MILITARY TATTOO, EDINBURGH CASTLE, EDINBURGH.PIC: P.TOMKINS / VisitScotland / SCOTTISH VIEWPOINTTel: +44 (0) 131 622 7174 Fax: +44 (0) 131 622 7175E-Mail : info@scottishviewpoint.comWeb: www.scottishviewpoint.comPICTURE SCANNED TO 100MB.POSSIBLE USE FOR EXHIBITIONS.This photograph can not be used without prior permission from Scottish Viewpoint.         THE VIEW TO LARGS FROM THE GOLF COURSE, AYRSHIRE.PIC: A.G. FIRTH/VisitScotland/SCOTTISH VIEWPOINT Tel: +44 (0) 131 622 7174 Fax: +44 (0) 131 622 7175 E-Mail : info@scottishviewpoint.com WEB: www.scottishviewpoint.comThis photograph cannot be used without prior permission from Scottish Viewpoint. VISITSCOTLAND USE ONLY VISITSCOTLAND USE ONLY

Business Tourism                    Heritage & Culture Tourism     Tourism Skills
THE CLYDE AUDITORIUM ALSO KNOWN AS THE ARMADILLO, A PURPOSE BUILT CONFERENCE CENTRE WHICH IS PART OF THE SCOTTISH EXHIBITION AND CONFERENCE CENTRE. GLASGOW. PIC: P.TOMKINS/VisitScotland/SCOTTISH VIEWPOINT Tel: +44 (0) 131 622 7174 Fax: +44 (0) 131 622 7175 E-Mail : info@scottishviewpoint.com This photograph can not be used without prior permission from Scottish Viewpoint.         THE CALLANISH STANDING STONES AT THE ENTRANCE TO LOCH CEAN THULABHIG, THE ISLE OF LEWIS, OUTER HEBRIDES. PIC: P.TOMKINS/VisitScotland/SCOTTISH VIEWPOINT Tel: +44 (0) 131 622 7174 Fax: +44 (0) 131 622 7175 E-Mail : info@scottishviewpoint.com This photograph can not be used without prior permission from Scottish Viewpoint.         Skills 2

Food & Drink                              Sustainability                              Digital Connectivity
whisky (web)         TWO CYCLISTS AT THE VANTAGE POINT LOOKING UP THE QUEEN'S VIEW- THE PANORAMA LOVED BY QUEEN VICTORIA AFTER HER VISIT IN 1866 LOOKING WEST TOWARDS SCHIEHALLION ( A MUNRO AT 3552") FROM THE EAST END OF LOCH TUMMEL, PERTHSHIRE.PIC: P.TOMKINS/VisitScotland/SCOTTISH VIEWPOINTTel: +44 (0) 131 622 7174 Fax: +44 (0) 131 622 7175E-Mail : info@scottishviewpoint.comThis photograph can not be used without prior permission from Scottish Viewpoint.         usb cable on dotted background

Measuring Progress
Five key performance indicators (KPIs) have been agreed to measure progress ~ read more.

Useful Tourism Scotland 2020 Downloads

> 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 2020Full Strategy
>Tourism Scotland 2020Summary Flyer (November 2012)
>Tourism Scotland 2020Key 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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