Our Business
Chairman's Statement
Tourism is not just a product for our visitors. It's also about how we see ourselves.
Our visitors want what we want. Clean streets to walk in and fresh air to breathe. Quality products and great service in shops and restaurants. First class facilities throughout from public transport through to public toilets.
If we work together to raise the standards that'll make our own lives better, it'll spin off to benefit Scottish Tourism plc.
Tourism's a fiercely competitive industry. It's a global challenge. 200 other countries are competing for every visitor. They're benchmarking themselves against us and copying our best ideas. But we rigorously monitor the competition - we must, if we are to keep ahead of the game!
There are other vibrant cities and vivid landscapes around the world. But what can make a country stand out in a competitive marketplace is its people.
Personal interaction could be the most important part of the visitor experience. A friendly chat, suggesting a visit to a local attraction, even just giving directions.
We've all experienced the same thing on holiday. The best memories are often, 'what great people we met'.
We must always look at ourselves from the visitor's perspective. Think about what they want. Ask yourself what you see.
And we need products to take to market. Tourism businesses need to work together as one team to create products that will attract visitors. Support a jazz festival or source local produce for a food fair. And deliver great service, always.
Visitors generally don't choose a destination because of its location. Wigtown is a great example. The town has regenerated itself with a single product - books. With one brilliant idea and excellent marketing, Wigtown is now known as 'the book town'. It hosts one of Europe's leading book festivals. That motivates people to visit.
Tourism is one of the world's great creative industries. We have to be proactive in finding a product, then refining it and then taking it to market. Not just once, but continually.
Scotland's a great brand. But if we're to sustain the industry in the long term, we must take a long hard look and see ourselves as others see us.
And finally, Scotland has one team working for tourism - VisitScotland and everyone working in this important industry. My thanks go to the Board, management team and staff for their hard work in a very challenging environment. And special thanks to former Board Member Donal Dowds, who is now moving on after making a sterling contribution over the past six years.