Tourism Scotland 2020 – an ambition to grow visitor spend to £1bn by 2020.
Tourism Scotland 2020 (TS2020) was launched in June 2012. Unlike previous strategies, TS2020 was to be led by the industry and the Scottish Tourism Alliance (STA) under its leadership role took on the guardianship on behalf of the sector.
The strategy focused on driving growth in Scotland’s key markets by strengthening our key assets and building the industry’s capabilities. Rather than create new initiatives, much of the early focus was on alignment and as strategies came to be rewritten, groups were encouraged to shape their new strategies in line with TS2020. The simple TS2020 framework, known as ‘the rocket’ was easy to adapt for different sectors and destinations and there were over 25 strategies using the same model.
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 visitors seek, delivered to the consistently high quality they expect.
A partnership of industry and public sector
The Tourism Leadership Group (TLG) were responsible for shaping and reviewing Tourism Scotland 2020. Determining the key priorities, overseeing its delivery, monitoring and reporting on the outcomes.
The following were members of the TLG:
- Stephen Leckie – Chief Executive, Crieff Hydro & Chair of TLG
- Marc Crothall – CEO, Scottish Tourism Alliance
- Karen Christie -Tourism Strategy Project Manager (Coordinator), The Scottish Tourism Alliance
- Paul Easto -MD, Wilderness Scotland
- Robert Allan- HR Director, Apex Hotel
- Paul McCaffrey -Team Leader Place, Scottish Enterprise
- James Stuart – Convener (Non-Executive Chairman) at Loch Lomond & The Trossachs National Park Authority
- Susan Deighan – Director of City Marketing & External Relations, Glasgow Life
- Russell Imrie – Managing Director, Queensferry Hotels
- Fiona Cook – Tourism Team Leader, Scottish Government
- Anna Miller – Head of Tourism, Highlands & Islands Enterprise
- Stephen Duncan – Director, Commercial & Tourism, Historic Environment Scotland
- Chair, Heritage Tourism Group
- Brigadier David Allfrey MBE – Chief Executive & Producer, The Royal Edinburgh Military Tattoo. Chair, Events & Festivals Industry Group
- Calum Ross – Chair, UKHospitality Scotland
- Judy Rae – Chair, Business Tourism for Scotland
- Malcolm Roughead OBE – Chief Executive, VisitScotland
- Gordon Dewar – CEO, Edinburgh Airport
- Suzanne Cumiskey – Chair, SLAED Tourism Group (Scottish Local Authorities Economic Development Group)
Mid Term Review
A Mid Term Review of the strategy began in October 2015 and the findings were announced at Scottish Tourism Week in March 2016. The review presented the opportunity to consider progress to date and to refocus activities.
Reassuringly the strategy itself was still considered to be relevant by the sector, however with the industry now focussed on delivering the aligned local strategies, there was a need at a national level to identify clear priorities. These related to Digital, Leadership, Quality of the Visitor Experience and the sector’s ability to Influence Investment.
TS2020 Strategy Review
To shape the development of Scotland’s future tourism strategy beyond 2020 a review of TS2020 was commissioned at the beginning of 2019. Conducted by EKOSGEN on behalf of the Tourism Leadership Group, the review focused on four areas: performance review, progress and delivery, collective impact and key learnings.
The findings and recommendations were informed by a mix of desk research, 1-2-1 consultations, a business survey and a collective impact survey with industry and key stakeholders.