Visit Scotland

The Tourism Prospectus contains ideas for ways in which all tourism stakeholders might make the necessary step change to achieve growth. Everyone in the industry shares the ambition to grow revenues by a further 50% in 2015, generating over £6 billion for the economy. The Prospectus is a starting point to stimulate discussion and to prompt action among businesses and public agencies.

Scottish Tourism plc is like any business, it needs a mix of 'drivers' to stimulate growth and influence change.

We've identified 5 drivers to help the business to grow:

• Total quality

  We need to improve our market positioning. Scotland's natural place is as a high quality, high value destination. We're building a positive reputation around the world. But this means offering consistent high value products and services for all our visitors and achieving high returns.

• 24 - 7 - 52

  Make Scotland a 365-day a year destination. Businesses can make the most effective use of their assets by extending the season or adjusting daily opening hours.

• Sell!

  And they can benefit from cross-selling. Coffee shops are selling locally-produced crafts and souvenirs, and restaurants are using local produce. It provides an enjoyable, authentic experience for our visitors and ideally achieving high returns.

• Shout louder!

  We're competing in a fiercely competitive global market. Both private and public sectors need to increase their marketing spend year on year to make Scotland's voice heard.

• Invest

  We need more investment at all levels - not only in larger hotels and major golf developments - to stimulate additional growth ... extending B&Bs, opening new shops and restaurants, developing new visitor attractions. Public agencies need to consider matching private sector funding with investment in supporting infrastructure, transport and utilities.