Blue Badge Guide Training Tourism in Scotland 24th October 2008 Tourism in Scotland By the end of the session you will:- appreciate the multitude and importance of tourism in Scotland be aware of the key players have been signposted to key statistics and resources be aware of future strategy and expected trends feel more confident about your place in tourism in Scotland Learning Outcomes Tourism in Scotland … the jargon … STF SE & HIE P&P SME TIG VS TFFC VS BTU TIC STGA GCMB See how much you already know Tourism in Scotland Why is it important? • 16 mill tourists/visitors a year • it generated £4.1 billion pounds in 2006 • it employs over 218,000 people (9.2% of workforce) • it comprises 20,000 businesses – the majority SMEs • it is larger than oil, fishing and whisky combined • tourism cannot be exported [source: 100k Welcomes and www.visitscotland.org] The importance of Tourism in Scotland Tourism in Scotland Tourism Components – Who is involved? … appreciate the multitude of tourism Visitor Attractions Catering Carriers Accommodation Providers (in doors) Cafes Airlines Hotels & Guest Houses Historic Buildings Restaurants Shipping companies Bed & Breakfast Museums & Galleries Pubs Coach companies Self-catering Libraries Tearooms Railways Camping & caravan sites Theatres & cinemas Snack bars Car rental Youth hostels and hostels Sports & leisure centres Fast food outlets Taxis University halls of residence Golf courses and others … and others … and others ... Zoo/safari & theme parks and others … Support Services Retail/Shops combine to form the Information Services VISITOR EXPERIENCE Attractions Guiding Services & Language Services (out doors) Insurance companies, Finance & Banking distributed through Scenery Foreign exchange bureaux Tour Operators Lochs and rivers Printing & publishing Travel Agents Mountains & glens Marketing & advertising companies Internet Beaches, the sea Training providers The Tourist, Visitor, Guest, Parks and Gardens Local authorities, local enterprise companies Client etc. Climate and many others … and others … Tourism in Scotland What does Scotland have to offer? Scotland Freedom of Scotland Active Cities & Culture Wildlife Touring Golf Adventure City Breaks Culture Castles/Heritage Mountain Biking Shopping TV/Film Gardens Walking Night Life Performing Arts Island Hopping Climbing Food and Drink Visual Arts Hub Touring Cycling Sport Literary Watersports Events/Festivals Adventure Sports Heritage/Genealogy Fishing Shooting Skiing [Source: ‘Tourism Framework for Change’] The VisitScotland Product Portfolio Tourism in Scotland Some Statistics www. visitscotland.org = VisitScotland’s website for the Tourism Trade Handout: Tourism in Scotland 2007 Tourism Statistics Tourism in Scotland Key Players: VisitScotland = national tourism organisation for Scotland Vision: VisitScotland – one team for tourism working in partnership to exceed visitor expectations To contribute significantly to the advancement of Scottish tourism by giving it a real presence in the global marketplace and benefitting the whole of Scotland Priorities: • to attract visitors to Scotland building the BRAND • to engage with partners within the industry • to add value to the visitor experience Tourism in Scotland Key Players: VisitScotland • new structure since 01/04/08 • 6 regions/3 island areas each several local offices • 100+ Tourist Information Centres (TICs) • 4 Directorates • Sustainable Tourism Unit • initiatives for the industry to ‘buy in’ – account management • main events: VisitScotland Expo, Tartan Day Week • core funded by Scottish Government www.visitscotland.org … subscribe to e-up-dates … watch out of VS adverts White Winter Campaign Tourism in Scotland Key Players: VisitScotland – Business Tourism Unit • Unit of VisitScotland with 16 staff • main event ‘Scotland means Business’ • conferences, incentives, corporate hospitality, press trips, educational tours, ‘fam trips’ etc. • www. conventionscotland.com • brochures for reference Tourism in Scotland VisitScotland.com • website for visitors • in 15 languages • service providers pay to be listed on website • national call/contact centre near Livingstone runs National Booking & Information Service 0845 22 55 121 VisitScotland.com Tourism in Scotland The Scottish Tourism Forum (STF) = the voice of the industry The Forum brings public and private players together, to encourage the voicing of opinion about problems, priorities and solutions and to lobby on industry's behalf - to improve political and public commitment to tourism. • organises Scottish Tourism week – next: 02 to 09/03/09 • open meetings – AGM • linked to Tourism Innovation Group (TIG) • become a member special subscription discount for STGA Guides Scottish Tourism Forum www.stforum.co.uk Tourism in Scotland Pride & Passion – join the movement! Excellent Customer Service Pass it on … shout about good examples delight and surprise your customers Take action and improve It’s a bunch of passionate things people within the tourism industry who want things to change – and kick start a movement that will take Scotland from being great to even greater. www. prideandpassion.net Subscribe to e-bulletin 0800 028 0588 Tourism in Scotland Other Players: Activity Scotland, Association of Scotland’s Self-Caterers, Association of Scottish Visitor Attractions (ASVA), British Hospitality Association, Confederation of Passenger Transport UK, Connoisseurs Scotland, Farm Stay UK Ltd, Federation of Small Businesses, Forestry Commission, Hotel and Catering International Management Association (HCIMA), Highland Hotels Ltd, Historic Houses Association, Historic Scotland, Hospitality Training Foundation, National Caravan Council Ltd, National Galleries of Scotland, National Museums of Scotland, National Parks, Pride and Passion, Sail Scotland, Scottish Arts Council, Scotland’s Best B&Bs, Scottish Association of Country Sports, Scottish Countryside Alliance, Scottish Destination Management Association (SDMA), ScotEvents, Scottish Incoming Golf Tour Operators Association, Scottish Independent Hostels, Scottish Museums Council, Scottish Natural Heritage, Scottish Tourism Forum (STF), Scottish Tourist Guides Association (STGA), Scottish Youth Hostel Association, SportScotland, The National Trust for Scotland, The Scottish Licensed Trade Association, The Tourism Society Scotland, Tourism Innovation Group, Tourism and Environment Forum and possibly many more … www. visitscotland.org contains links to all these organisations Tourism in Scotland The Scottish Government and Tourism • Minister for Enterprise, Energy and Tourism = Jim Mather MSP [Source: www.scottish.parliament.uk] The Scottish Government Tourism in Scotland The Future … the strategy • March 2006 saw the publication of Scottish Tourism: The next Decade – A Tourism Framework for Change (TFFC) • It followed 2002's "Tourism Framework for Action 2002-2005". and the "New Strategy for Scottish Tourism" in 2000. • It is regarded as an action plan • pdf file of 53 pages download at www. visitscotland.org Scottish Tourism: The next Decade – A Tourism Framework for Change Tourism in Scotland Key Messages • 50% revenue growth by 2015 • increase of visitor numbers of perhaps 20% by 2015 • ‘We want to be Europe’s most sustainable tourism destination.’ • central themes: business entrepreneurship and innovation, business leadership, focus on customer, public sector strongly supporting business and industry bodies • key product areas: golf, outdoor activities, history and culture, food and drink, natural environment, genealogy • new media: internet, pod casting, handheld technology etc. • 14 targets … Scottish Tourism: The next Decade – A Tourism Framework for Change - download at www. visitscotland.org Tourism in Scotland Measuring Success: The Scottish Thistle Award (Tourism Oscars) Mission Statement: • Encouraging professionalism, innovation and creative thinking within the industry • Promoting quality service and products which reflect all that is best in Scotland’s world reputed and foremost industry • Rewarding excellence in Scotland’s tourism industry in all areas and at all levels Annual Ceremonies with various categories – next: TODAY! The Scottish Thistle Award Tourism in Scotland Visitors seek a unique and authentic experience Genealogy Religion Short Breaks/ Extended City Breaks Cruise ships education Interest Health and Events Golf well-being Future extreme Wildlife Trends sports/activities India retail Cultural, environmental China Russia fun and historical experiences Latin America Markets Central Europe Future Trends Tourism in Scotland The next BIG thing … Sign up for e-newsletter Homecoming Scotland 2009 celebrates the 250th anniversary of Robert Burns’ birth with a year-long programme of events across the country. We’re also celebrating some of Scotland’s great contributions to the world: golf, whisky, great minds and innovations and Scotland’s rich culture and heritage. Homecoming Scotland 2009 www.homecomingscotland2009.com Tourism in Scotland Thank you and Comments and Questions? … btw … why do I need to know all this? Because this is the environment we all will be running our businesses in.
Pages to are hidden for
"Blue Badge Guide Training Tourism in Scotland 24th October 2008"Please download to view full document