|Can we make Scotland more accessible and affordable for tourists?
is Scotland’s biggest industry and we have an excellent
product — our scenery, our cities, our heritage, our people.
We want to release the potential of our tourism industry by
focusing on promotion, accessibility, and affordability.
While visitor numbers fall, Scotland faces increasingly stiff
competition from other European destinations. To ensure that
our tourist industry thrives, two core problems must be overcome
- one is ineffective marketing and the other is poor accessibility.
If we are to release the potential of our tourist industry,
VisitScotland must be properly focused and empowered. Currently
it acts as tourism police force, whereas marketing is the
responsibility of a number of organisations. This leads to
wasted resources and mixed messages.
VisitScotland must be refocused from its current regulatory
function to a more effective role as a dedicated marketing
body. Once refocused on marketing, VisitScotland must then
be empowered to sell our tourism product abroad. VisitScotland,
and not the British Tourist Authority, must become the marketing
agent of Scotland overseas — thus enabling us to target
our key markets and boost the number of tourists visiting
In order to compete, Scotland must become a more accessible
and affordable holiday destination.
Good transport links, both externally and internally, are
vital if we are to support and promote our tourist industry.
More direct flights to a greater diversity of strategic European
and world destinations are vital, not just for tourism but
across all sectors in the economy and will be promoted with
our Route Development Fund.
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