A Review of the TOURISM SCOTLAND 2020 Strategy The national tourism strategy, TS2020 was launched in 2012 with the ambition “to make Scotland a destination of first choice for a high quality, value for money and memorable customer experience, delivered by skilled and passionate people”. It helped to define the visitor economy in both leisure and business What has the review revealed? visitor terms and allowed organisations to take a more strategic Since the launch of TS2020, the tourism sector has witnessed approach to the planning and delivery of activity based on a better growth across a number of areas, but most significantly in: understanding of local markets, opportunities and customer demand. • overnight visitor spend - from international visitors in An ambitious strategy particular, with an increase in expenditure in real terms of By 2020 the Scottish tourism sector aims to have: some £250m at the end of 2017 • grown visitor spend by £1 bn in real terms, from £4.5 bn • economic value– this has grown substantially and now in 2011 to £5.5 bn in 2020 contributes an estimated £3.9bn GVA to the Scottish • increased Scottish tourism advocacy score from 25% economy annually to over 50% • employment - the tourism sector now employs 206,000 • increased the average visitor spend from £358.56 in 2011 people in Scotland, equal to around one in 13 jobs across • increased total employment in the tourism industry the country from 185,100 in 2011 • increased total tourism turnover from £6.221m in 2011 • The tourism business base – this has grown strongly in recent years, to over 14,500 businesses. A new approach TS2020 was informed and led by industry, reflecting the sector’s appetite for growth and commitment to developing Scotland’s tourism offer. The strategy is presented in a framework, commonly referred to as the ‘Rocket’ which defines the sector’s target markets Developing Scotland’s assets and identifies Scotland’s tourism assets - five key areas with potential Each asset block developed an action plan early in 2013/14 as a for growth. These were collectively known as ‘asset blocks’, result of TS2020. They also developed their own strategies or and include: Nature and activities’, ‘Heritage and culture’, ‘rockets’ aligned to the national strategy. Nature and Activities, a ‘Business tourism’, ‘Destinations, towns and cities’; and wide ranging portfolio of assets has supported the creation of sub- ‘Events and festivals’. sectoral strategies for golf, marine tourism and country sports. The strategy has recently been reviewed, and has assessed the Evidence of progress and key deliverables has been most notable contribution which TS2020 has made to the growth of the tourism across the Business Tourism and Heritage and Culture asset blocks. sector, as well as identifying achievements and outcomes.” These groups have regularly met to discuss progress and take A STRATEGY FOR LEADERSHIP AND GROWTH forward planned activities from their action plans and asset block specific strategies. However, there is evidence of progress and success across all asset BY 2020 , VISION blocks and a number of destinations and cities. This is a result of SCOTLAND IS A DESTINATION OF FIRST CHOICE... action plans and activities being aligned to TS2020 and industry’s understanding of and buy-in to the national strategy. Grow visitor spend through quality to at least £5.5bn by 2020 MISSION Notable examples include: the mobilisation of Marine, Business OUR GROWTH MARKETS Tourism, Cycling and Golf asset blocks. Distant Cousins Near Home Neighbours Turf Emerging Markets Developing Scotland’s assets for the benefit of attracting more tourists has also taken place. Driven by effective partner and PROVIDING AUTHENTIC EXPERIENCES STRATEGY industry collaboration the NC500 a route of just over 500 miles Nature & Heritage Destinations, Events & Business of stunning coastal scenery across the Highlands and Islands Activities &Culture Towns & Cities Festivals Tourism reached a global audience of 2,300,000,000 in 2017 and has IMPROVING THE CUSTOMER JOURNEY 85,000 followers on social media. Food & Drink Transport Accommodation The Midlothian and Borders Tourism Action Groups have delivered a number of activities to support businesses to exploit BUILDING OUR CAPABILITIES Marketing & the tourism opportunities presented by the Borders railway and Skills Sustainability Intelligence CAPABILITY surrounding areas. LEADERSHIP & COLLABORATION The impact on destinations The Tourism Development Framework TS2020 has been very successful in driving aligned implementation Influencing investment: and delivery of activities to develop the visitor experience and boost outlines public and private sector investment worth over tourist numbers at the local destination level. It has directly influenced £16 billion across almost 700 projects that will support each 29 destination-based strategies and action plans that are aligned to part of the customer journey and provide authentic experiences. the national strategy framework, several sub-sector strategies and These include multiple projects relating to digital connectivity, other initiatives, such as the national growth fund agenda and the such as rolling out Superfast Broadband across Scotland’s urban Scottish Thistle Awards. and rural areas, transport connectivity, including the dualling of the A9 and rail improvements between Glasgow and Edinburgh, and As of 2018, 27 of these 29 strategies are linked to TS2020, and 20 of accommodation and food and drink. these strategies had developed their own ‘rockets’ mimicking the TS2020’s framework for delivery. This reflects the strategy’s appeal and flexibility to drive a variety of organisations and groups’ Raising the quality of the visitor experience, in particular The Tourism Skills Group continues to support the aim of ambitions for their local tourism sector. skills: increasing the quality of the visitor experience in Scotland. Driven Since TS2020’s launch Glasgow and Edinburgh have been two of by a national Tourism Skills Investment Plan examples of initiatives the top performing destinations. Fife, the Highlands and Islands include the expansion of Modern Apprenticeships and World Host and Perthshire have also performed strongly, in terms of sectoral training to support skills development in the sector. development, visitor numbers and business optimism. Engaging with the tourism business community Building capacity Despite the disparate and dispersed nature of the tourism sector, The TS2020 mid-term review in 2016 highlighted four national there have been good levels of engagement at all levels of the priorities which have demonstrably been taken forward: industry not evidenced prior to TS2020. A key example of this success has been the development of the national tourism sector Increasing the digital capabilities of the sector: The Digital Tourism Scotland (DTS) programme was launched in 2015. The gathering, growing from a single conference with around 150 programme provides digital support to tourism businesses helping to delegates in 2013 to the Scottish Tourism Month in March 2019 overcome the current skills gaps in the sector and support business reaching an estimated 12,500 attendees across some 25 events. and wider economic growth. In its first three years the programme has supported 5,285 tourism staff and 2,250 businesses in the process. Increasing the leadership capabilities of the sector: The Destination Leadership Programme is funded through Scottish Enterprise and delegate fees, and delivered by Edinburgh Napier University. It has received UK-wide recognition for developing leadership capabilities within the tourism industry, including a 2017 Times Higher Education Leadership and Management Award. Over the first five cohorts to 2018, the programme produced over 100 senior tourism professionals with a Masters level leadership qualification. The rest of this report presents some examples of the strategic approach, activities, opportunities and outcomes influenced by TS2020 and associated with the Scottish tourism destinations of Edinburgh and the Outer Hebrides, the Golfing sub-sector and the cross-cutting skills programme of Digital Tourism Scotland. 2014 2016 2012 The BTFS group was March established to grow the 2015 First Scottish Tourism Week 2016 2018 June sector by at least an aims to engage over 2020 businesses into the tourism December 27 Scottish destinations Launch of additional £400m October conversation and to 'inspire Scottish country sports link their strategies to TS2020 visitor spend Mid-term review all to achieve the per annum Tourism 2020 tourism strategy launched TS2020 - 20 of these of TS2020 vision' by the Scottish Country have developed their begins Sports Tourism Group own ‘rockets’ (SCSTG) 2012 2019 2015 2017 2019 2013 2015 September 2016 DLP wins a Times Launch of national events 2015 Higher Education January 2019 March March strategy and creation of April Leadership and TS2020 First STA Marine tourism strategy Events and Festivals December New heritage Management Review begins March conference launched by Marine Industry Group Launch of tourism action plan Award Scottish Tourism Tourism Development (EFIG) DTS Programme launched by the Month - reaches Group Heritage Tourism 12,500 attendees Group EDINBURGH THE JEWEL IN THE CROWN Edinburgh is recognised as a world-class tourism destination and evidence shows it plays a significant role in boosting Scotland’s economy by offering authentic mem- orable experiences to their visitors. Industry leadership and