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Tourism Framework for Change WELCOME. Tourism Framework for Change Iain Herbert Scottish Tourism Forum.

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Presentation on theme: "Tourism Framework for Change WELCOME. Tourism Framework for Change Iain Herbert Scottish Tourism Forum."— Presentation transcript:

1 Tourism Framework for Change WELCOME

2 Tourism Framework for Change Iain Herbert Scottish Tourism Forum

3 Tourism Framework for Change Set up in 2005, produced strategy of 50% economic growth by 2015 Developed to remove barriers, build successful strategies and partnerships Built around 14 targets 5 groups focused on delivery of targets

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5 Chart represents annual % growth rate from 2005 to 2008 with required annual % growth rate from 2009 to 2015.

6 Chart represents UKTS / IPS recorded Tourism Expenditure (Dark Blue/Red). Opaque Blue/Red represents expenditure required to meet Ambition Target (£7.8bn nominal value)

7 Future? - Backdrop Increased awareness of importance to Scottish GDP – non transferable Recognised untapped potential– ??% Reducing public purse – securing future % Cohesive industry lead solutions – opening up real opportunities

8 Review To grow the economic potential of tourism & hospitality Agreement that a real step change is needed Growth is delivered by grass roots industry – not strategy Engagement and ownership must from grass roots Needs to adopt a ‘business like’ approach

9 Key Elements Customer Experience Investment Marketing & Sales Underwritten by Sustainability

10 Industry Leadership Group Scottish Tourism Forum TFFC 'Delivering for the future' Customer Experience Skills Accessibility Investment Marketing & Sales INDUSTRY DMO’s, SDO’s, ATP’s, COSLA, Local Authorities, National Parks etc

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12 Tourism is everyone's business

13 Hope you enjoy the rest of the day!!


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