1. The Wider Tourism Context Richard Walsh Scottish Government Tourism and Major Events Division

2. Tourist spend in Scotland generates around £12 billion of economic activity in the wider Scottish supply chain Contributes around £6 billion to Scottish GDP (in basic prices) = about 5% of total Scottish GDP. Total GVA of Scottish Tourism sector is estimated to be £8.7 billion in 2013, up from £7.5 billion in 2012.

3. Around 13,960 tourism-related enterprises operating in Scotland. Around 88.4%, SMEs (1-49 staff), 2.5% medium (50-249 staff) 1.1% large (250+) 8.0% zero employees 52.7% of employment in tourism related industries is in SMEs compared to 32.9% for all industries

5. Industry-led strategy, industry-set vision Our vision, for 2020 and beyond, is 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. “Scottish Tourism Alliance, TS 2020”

8. Supporting actions Policy and public bodies (incl. planning) Investment and physical infrastructure Information

10. Consumer Insights/Industry actions –Linking data to enable industry insight –Linking data to support spending –Linking data to attract investment –Linking data to enhance visitor experience

11. http://www.visitscotland.org/pdf/Final%20( external%20use)%20Scotland%20Visitor %20Survey%202015%20updated%208%2 0March%202016.pdfhttp://www.visitscotland.org/pdf/Final%20( external%20use)%20Scotland%20Visitor %20Survey%202015%20updated%208%2 0March%202016.pdf Motivators to visit Scotland –Scenery –History and culture –Range of activities –My Scottish ancestry

12. Overall activities stats - all visitors surveyed –sightseeing #1 –trying local food #2 –short walk #3 –long walk –beach activities –watching wildlife

13. Apart from the weather, what one improvement would have enhanced your holiday/short break. 51% surveyed gave a response. Responses Include - –lower costs/less expensive –better roads/better signage –better mobile ‘phone coverage/free wifi, and –midge control……

14. richard.walsh@gov.scot +0044 131 244 0030