1. Experiencing Scotland Tourism Operators & Scottish Producers Working Together to- - Enhance the Visitor Experience - Increase Profitability

2. The Food & Drink industry employs 350,000 people and is worth £7.5 billion p/a to the Scottish economy The Tourism industry employs 210,000 people and is worth £4.1 billion p/a to the Scottish economy Almost 20p out of every pound that visitors spend in Scotland is spent on food and drink. That equates to over £600 million p/a of visitor spend on food and drink Experiencing Scotland

3. VisitScotland Research - 80% of UK visitors say food is something that influences where they decide to go on holidays or short breaks. - “Quality of Food” is one of the Top Three reasons why visitors choose to come to Scotland. - More than 70% of potential visitors to Scotland want to taste traditional dishes, regional specialities and fresh local produce. - Most visitors are prepared to pay a little more for locally-produced food as they expect it to be fresher, better tasting and part of the community they are visiting. Experiencing Scotland

4. Experiencing Scotland Research - Carried out surveys of 400 visitors to Scotland. - Visitors want “Something Scottish” on menus. - Visitors are willing to pay a premium of, on average, 7 – 8% for dishes that they consider to be Scottish. - Many tourism businesses don’t actively promote the Scottish provenance of the produce on their menus. Experiencing Scotland

5. Benefits of Promoting Provenance Better Visitor Experience Enhanced Reputation “Green” Credentials Appeal to Niche Markets More Word of Mouth Recommendations Increased Visitor Numbers Increased Sales Premium Pricing Increased Profit Stronger Links with Other Local Businesses More Cross-Selling Promote the Region Stronger Local Economy

6. Experiencing Scotland Objectives - Communicate to tourism operators, the business case for offering Scottish food and drink to their customers. - Communicate to food and drink companies, the opportunities to enter a growth market and the requirements of the tourism sector. - Strengthen linkages and encourage collaboration between Scottish food producers and tourism operators. - Stimulate business demand for Scottish food and drink. Experiencing Scotland

7. Experiencing Scotland Activities One-to-One Business Support for 60 tourism operators to help them develop and implement an action plan to deliver quality provenance and service. Working with EventScotland to encourage collaboration between food and drink businesses and event organisers. Working with Scotland Food & Drink to encourage collaboration between food and drink businesses and executive chefs. Delivering a programme of business communications and case studies to highlight the opportunities to develop product offers in response to market demand.

8. Experiencing Scotland For More Information or To Register for Updates etc: 0845 607 8787 enquiries@scotent.co.uk www.scottish-enterprise.com