A CONSULTATION DOCUMENT
1. I have asked the Scottish Tourist Board to prepare a new strategy for the industry by around the end of this year. In doing so they will consult as widely as possible. This paper is an invitation to you to put forward your own views on what that strategy should be.
2. The first national strategy for the tourism industry was published in 1994 by the Scottish Tourism Co-ordinating Group (STCG). It called for action to improve the standard of facilities, of skills and of promotion. In March of this year, the STCG published a review of the progress which had been made. It confirmed that the industry had responded well to the challenges identified in the strategy, but recognised that more needed to be done if Scottish tourism was to take full advantage of the new opportunities that would arise as tourism became the world's largest industry.
3. In recent years, the industry has grown substantially and generates far more wealth than ever before. The numbers of visitors coming to Scotland has increased from around 9 million in 1990 to an estimated 12 million in 1998, and tourism now accounts for over £2.5 billion expenditure each year. Quality standards have improved dramatically with over 90% of accommodation businesses participating in the STB quality assurance schemes. Inroads are being made into solving the long standing problem of the short season. There has however been less progress made in tackling other difficult problems such as extending the benefits of tourism to the remoter areas. But the prospects for the industry are good. Tourism is the world's fastest growing industry - growing at a rate of over 4% annually. Moreover, the tourism sectors that are growing fastest, such as green tourism, cultural tourism, self-enriching tourism, are those in which Scotland has particular strengths. So although the future is challenging we have real opportunities to make Scotland stronger in an industry that has the potential to benefit every part of the country.
4. I welcome the progress that has been made in recent years, but I endorse the STCG's view that more needs to be done. What I want to see in Scotland is a world class tourism industry:
5. It is easy enough to set out that vision. What we need is a strategy for achieving it. The new strategy must be an action orientated document. It should identify the opportunities and constraints that face the industry, it should identify what needs to be done, how it is going to be done and who is going to do it. Such a strategy needs to address the following:
6. There will of course be other issues which need to be addressed. The purpose of this invitation is to encourage you to make your contribution to the development of the strategy.
7. I want the preparation of this strategy to be as open and inclusive as possible. The Scottish tourism industry comprises around 16,000 businesses. There are many others in related industries and they, together with local authorities, LECs and others in the public sector also have a keen interest in how the industry develops. I am anxious that all should have the opportunity to contribute to and influence that strategy. We are seeking to achieve that in a number of ways:
8. Please send your views and comments by 31 August 1999 to:
Jim Allison
Assistant Director, Tourism Futures
Scottish Tourist Board
23 Ravelston Terrace
EDINBURGH
EH4 3EU
(Telephone 0131-332-2433: Fax 0131-343-2023)
Comments may also be e-mailed to Jim.Allison@stb.gov.uk
Please note that unless we are advised to the contrary, all responses to the consultation document will be made available for public scrutiny.
Henry McLeish, MSP
Minister for Enterprise and Lifelong Learning
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