Scotland’s future tourism strategy has the ambition to be the world leader in 21st century tourism
Scotland Outlook 2030, our national tourism strategy was launched on 4th March 2020, and very much remains relevant in the post Covid-19 era. The strategy is reflective of the changing world we live in, our new mindset and approach to how we live and work, and represents the beginning of a bold new approach putting our communities, our people, our visitors, our businesses, and our environment at the heart of everything we do.
Scotland Outlook 2030 was developed through an equal partnership between the Scottish Tourism Alliance, Scottish Government, VisitScotland, Scottish Enterprise, Highlands and Islands Enterprise, and Skills Development Scotland. It was guided by a Strategy Steering Group with representatives from the industry, public bodies and partner organisations. Scotland Outlook 2030 has been informed by a robust evidence base gathered from all partners and subsequent and there has been further sense checking and research done in the post Covid-19 era. This has included significant desk research from many sources, as well as independently commissioned reports. Over 2500 tourism leaders and stakeholders from Scotland’s tourism industry have contributed to its development through dedicated events, workshops, and an online survey. A breadth of organisations from local authorities and Destination Management Organisations to business owners, operators and social enterprises were also involved in its development and will continue to be engaged as action and delivery plans are developed.
Strategy Launch Video
The Vision – We will be the world leader in 21st century tourism.
The Mission – Together we will grow the value and positively enhance the benefits of tourism across Scotland by delivering the very best for our visitors, our businesses, our people, our communities and our environment.
Key Priorities – Our passionate people, our thriving places, our diverse businesses, our memorable experiences.
Our Commitments – For each of our key priorities we have an agreed set of commitments. These commitments will ensure that we deliver on our vision to be the world leader in 21st century tourism.
Downloads
Covid-19
A year after the launch of the strategy, the STA released an updated video. A lot has happened since March 2020, however, we can STILL be the leaders in 21st century tourism.
Speaking at the 2021 STA conference, First Minister Nicola Sturgeon said:
“I set out a vision for Scotland to be a leader in 21st century tourism when I announced Scotland Outlook 2030 at this very conference last year. I am confident, that by working in partnership, we can still achieve this vision.”
In November 2022 as we finally emerged from Covid the Tourism and Hospitality Industry Leadership Group (THILG) was set up to champion the national tourism strategy, Scotland Outlook 2030 and help drive Scotland’s ambition to be a world leader in 21st century tourism. The THILG will also look at how tourism fits into the National Strategy for Economic Transformation (NSET).
The THILG builds on the partnership approach of the Scottish Tourism Emergency Response Group (STERG) which is the group that led the industry’s response to the Covid-19 crisis.
The Tourism and Hospitality Industry Leadership Group brings industry representatives together with those from public agencies. It will help drive recovery and sustainable growth across both tourism and hospitality in the long term. The group will support work to grow the value and enhance the benefits of tourism across Scotland. At the same time, it will deliver the very best for visitors, businesses, and communities.
All members of the THILG have knowledge and experience of destinations, sectors and businesses and were appointed through an open application process. They sit on the group as individuals and not as representatives of companies or organisations. Separately, eight organisations are also represented on the group.
Industry Leadership Group Members:
Co-chairs:
– Appointed Scottish Minister
-Marc Crothall MBE, Chief Executive of the Scottish Tourism Alliance
Vice chair:
-Judy Rae, OnFife Cultural Trust
Organisation members:
-COSLA
-Highlands and Islands Enterprise
-Scottish Enterprise
-South of Scotland Enterprise
-Scottish Tourism Alliance
-Scottish Government
-Skills Development Scotland
-Unite
-VisitScotland
Industry members:
Industry members are appointed as individuals. They’re not in the Industry Leadership Group as representatives of companies or organisations.
– Aileen Crawford, Destination Glasgow
– Amanda Wrathall, EICC
– Andrea Nicholas, Green Business UK Ltd/Green Tourism Certification Programme
-Barbara Smith, Industry Expert
-Benjamin Carey, Carey Tourism
-Calum Ross, Loch Melfort Hotel Ltd/Highlands and Islands Enterprise/Red Roof Business Support Ltd
-Carron Tobin, RuralDimensions Ltd
-Chris Greenwood, Moffat Centre for Travel and Tourism Business Development Glasgow School for Business and Society (Glasgow Caledonian University)
-Debbie Johnson, IHG Hotels and Resorts
-Franck Bruyere, Royal Yacht Britannia
-Hannah Schlesinger Brodie, Edinburgh Food & Drink Academy
-Joshua Ryan-Saha, Traveltech for Scotland TourismTech at Edinburgh Futures Institute (University of Edinburgh)
-Kat Brogan, Mercat Tours and Mercat Tours International
-Kelly Johnstone, The Springboard Charity
-Leon Thompson, UKHospitality Scotland
-Patrick Colquhoun, Luss Estates
-Stephen Duncan, Historic Environment Scotland
-Victoria Erasmus, Turas Hotels Group
For more information and updates on the work of the THILG, including minutes of meetings please visit the dedicated THILG pages hosted on VisitScotland.org and the Scottish Government via the links below:
Partners
