Taking tourism to the next level
There is still an appetite for success within the tourism industry and if we continue working together we can make Scotland a powerhouse, believes Lord John Thurso
Scottish tourism is a people industry. Its strength lies in numbers and it yields its greatest results when people work together.
Investment in new hotels, high quality accommodation and visitor experiences is extremely important if we want to continue attracting visitors, but all that counts for very little without the passion, commitment and expertise of those working on the frontline.
In the past, the vast majority of those who have visited Scotland may have hopped off the plane in Edinburgh or Glasgow, enjoyed a few days taking in the sights before heading north to experience the beauty of the Highlands.
Few would venture “off the beaten track” to take in the tourism treasures of east, west and south Scotland. That’s a terrible pity because every part of Scotland, the length and breadth of the country, is worth visiting. Each region is home to its own unique attractions, delicious culinary experiences and exciting events.
But I’m pleased to see that Scotland is starting to expand in the eyes of visitors. Thanks to innovative new products such as the North Coast 500, the Borders Railway or Dark Skies, holidaymakers are discovering other parts of country, and as a result, other regions are starting to reap the benefits.
Of course we still have a long way to go. This industry can play a much bigger role in the economic growth of Scotland, sustaining communities and creating jobs in every corner of the country.
All those working in Scottish tourism must work together, as a team, if we want every region in the country to fulfil its potential for visitors.
The North Coast 500 is a stellar example of the might of tourism when the industry works together. With the infrastructure already in place, the creation of what has been dubbed ‘Scotland’s own Route 66’ captured the imagination of the world and has helped bring more visitors to Caithness, Sutherland and Easter Ross. A recent report revealed over a quarter of businesses surveyed on the route had reported an increase in trade in the past year, and there is the potential to create over 200 new jobs in the area.
That is a fantastic achievement but we need more of these innovative projects and we need to be smarter in utilising the assets we already have. Take the east of Scotland for example: there is a huge opportunity to promote this area thanks to the arrival of the V&A Dundee next year.
The city is embarking on an exciting tourism transformation and positioning itself as the capital of design and technology in Scotland. There is a real buzz in the local industry with the wider areas of Perthshire, Angus and Fife all looking at how they can promote their unique offering to visitors.
This is about helping every region in Scotland: from Shetland to the Scottish Borders, from Aberdeenshire to Ayrshire, enjoy a piece of the tourism cake. We know times are tough but despite this there is still an appetite for success within the industry and if we continue working together, as one team, I’m confident we can take Scotland to the next level. ● Lord John Thurso, Visitscotland Chairman