Strategy
Corporate Plan
Our Corporate Plan covers a three year cycle 2006 - 09 with actions and strategies revised on a yearly basis. Our plan sits with the national industry plan (the Tourism Framework for Change - hyperlink to this) and defines VisitScotland's role and how it will contribute towards the national vision of increasing tourism revenues by 50% by 2015.
Our three key roles are:
- attracting visitors to Scotland
- engaging with partners in the industry
- adding value to the visitor experience
An integral part of our plan involves working with all tourism stakeholders at local, regional, national and international levels. We will focus on maximising Scotland's tourism assets and resources in order to serve the needs of our visitors.
In 2006-07 our key achievements included:
- Exceeding Return on Investment target in UK and Ireland campaigns - target £30:£1, actual £39:£1
- Increasing value of Business Tourism from £905m to £911m
- Exceeding Return on Investment target in International campaigns - target £23:£1, actual £25:£1
- Working with 11,000 tourism businesses in Scotland to maximise their opportunities for marketing
- Raising awareness, accessibility and revenue for the industry through increased usage of visitscotland.com and other niche websites
- Working with 9,000 business members of our respected Quality Schemes