Still winning

The eyes of the world will be on Scotland again next year; last week it was revealed that a Great Britain team headed by Andy Murray will take on the United States in the Davis Cup at the Emirates Arena in Glasgow.

It’s the kind of event which will underline that 2014 – special though it has been, with the Commonwealth Games, the Ryder Cup and Homecoming Scotland – was not just the culmination of years of hard work, but also a spring forward in a decade-long boost for Scotland’s tourism industry stretching to 2020.

“It’s been a unique year, certainly,” said Malcolm Roughead, Chief Executive of VisitScotland. “Some amazing highlights, the Games – Glasgow looking magnificent and a great medal performance – the Ryder Cup, phenomenal worldwide coverage. It is testament to the amount of work put in by organisations and volunteers over seven years of planning.”
VisitScotland called the run-up to 2014, ‘The Winning Years’; an opportunity to make the most of the build-up to and immediate aftermath of Scotland hosting two major world events. The line-up for next year demonstrates that it was a winning strategy.

Aside from the Davis Cup match, in 2015 Scotland will also host the Turner Prize, the MOBO Awards, the World Gymnastic Championships, IPC Swimming World Championships, IOF World Orienteering  Championships, the FEI European Eventing Championships, The Open Championship, the Women’s British Open, the World Pipe Band Championships and the EJU European Judo Championships.

“It’s a long list,” said Roughead, “but it has to be if we are to capitalise on the huge investment in infrastructure. The Hydro in Glasgow has been a game changer. Edinburgh’s International Conference Centre has had a huge investment and Aberdeen is embarking on new infrastructure. It just takes Scotland to a different level.”

Roughead was joined by Stephen Leckie, chief executive of Crieff Hydro and chair of the Scottish Tourism Alliance, the industry body. “I think there was a perception some years ago that tourism was a cottage industry,” said Leckie, “in fact, it is a significant part of the Scottish economy. The visitor economy is worth £11.6bn and employs 292,000 people.”

Both were keen to emphasise the key role that tourism has in Scotland’s fortunes and the danger of, as Roughead put it, “taking your foot off the gas” after recent successes. Their view is supported by analysis from Deloitte on the potential for tourism. Between 13,000 and 14,500 jobs will be created by 2020 and the industry is set to grow 54.4 per cent in real terms by 2025 – faster than manufacturing, construction and retail. 

The investment picture also looks promising. The Tourism Development Framework for Scotland –  work undertaken by VisitScotland in partnership with COSLA and Scotland’s local authorities – identified £8.4bn of current and future investment in tourism infrastructure projects.

Important in the success of 2014, and to the future, has been strong partnership working; between the industry, agencies – such as VisitScotland, Scottish Enterprise, Highlands and Islands Enterprise and Scottish Development International – and the Government. It has provided a unified focus that has helped to put Scotland on the world stage, they said.

The industry’s strategy, Tourism Scotland 2020, was launched in 2012 with the aim of making Scotland “a destination of first choice for a high quality, value for money and memorable customer experience, delivered by skilled and passionate people”.

It focuses on five areas; destinations, heritage tourism, nature and activities, business tourism and events and festivals. “It’s a strategy for the industry, by the industry,” said Leckie. “It’s the product of extensive consultation and it’s the means by which the Scottish Tourism Alliance will lead the many different businesses and stakeholders across the sector to deliver one common goal for 2020 and beyond.”

While this year’s Homecoming – expected to have generated an additional £44m in tourism revenue – was the culmination of four ‘focus years’ – food and drink in 2010, Active in 2011, Creative in 2012 and last year’s Natural, the years ahead will also be themed; 2015 will see a return of focus to the Year of Food and Drink (see panel), 2016 – the Year of Innovation, Architecture and Design, 2017 – the Year of History, Heritage and Archaeology and 2018, the Year of Young People.

“2014 has inspired global confidence in Scotland and we need to exploit this,” said Roughead. “Post 2014, Scotland will be seen as the country to deliver high quality sporting, cultural and business events – on budget, on time and to exacting standards.”

Leckie added: “Tourism is more than a holiday experience – it creates jobs, sustains communities and provides a shop window for business activity. 2014 gives a taste of what is possible and creates an appetite for success. It’s a springboard for success, taking Scotland from brilliant to best – and investment from the private and public sector is critical if we are to create a lasting legacy.”

The Year of Food & Drink

Visitors spend £720m on food and drink in Scotland each year.

£1 in every £5 of visitor spend is on food and drink.

49%  of visitors want to try local food, 30% want to visit a pub and 20% a distillery.

2/3 of Scotland’s visitors say that quality food and drink is an important factor when deciding on where to go on holiday.

90% of visitors rate Scotland’s food as good or excellent.

+ The Year of Food and Drink will build on the momentum generated by previous focus years and the major events of 2014.

+ VisitScotland will run a major marketing and PR campaign to promote Scottish food and drink, which is identified as a key growth area within the tourism industry’s strategy, Tourism Scotland 2020.