Visit Scotland
Visit Scotland commissioned the Future Foundation to undertake research to support the aim of growing tourism spend in Scotland by 50% over the next ten years with a long term ambition to grow tourism spend by 200% by 2020.
The research investigated four scenario’s describing different futures for Scottish tourism. These included targeting Scotland as a ‘Short Break Destination’, ‘Yesterday’s Destination’, ‘Dynamic Scotland’ and ‘Exclusive Scotland’. Our wider analysis and discussions with Visit Scotland indicated that for the overall goals to be achieved, first and foremost, Scottish tourism will need strong and confident leadership to move tourism up the economic, social and political agenda. The report was used to conclude that over the next ten years Scotland will be predominantly a holiday destination for those coming from the UK, representing 77% of its total economic value. Expansion in this area requires every Scottish household to take at least one short break within Scotland per year, developing the destination as an all year destination, and ensuring Scotland is a first choice destination for all of the UK population. The findings have now been distributed to the major tourism organisations within Scotland and we are embarking on year two of this three year study.
Over the last twelve months, the scenario planning group for Scottish tourism, VisitScotland and the Future Foundation, collectively have undertaken a number of studies surrounding the issue of sustainability. These issues have included climate change, growth, energy and the eco tourism.
One of the core purposes of the scenario planning group is to understand how the tourism industry will grow by 50% by the year 2015 and The Future Foundation is a member of the scenario planning group.
These studies have included:
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Delivering growth in a sustainable way
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The impact of climate change
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What if the oil ran out?
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The Authentic Tourist
