Preparing Now for Tomorrow: The future of Scottish Tourism up to 2015

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


In order to prepare now for the future of Scottish tourism VisitScotland, the national tourism organisation responsible for marketing Scotland as a tourism destination, undertook a scenario planning exercise in order to make sense and bring structure to futures thinking. Two scenarios were created which painted a picture of Scotland’s political economy and the implications for tourism. The Weekend Getaway was a £7.6 billion tourism industry that saw revenues grow at a rate of 4.4. percent per annum. In this scenario Scottish tourism was vibrant and competitive. Whereas the Yesterday’s Destination scenario saw Scottish tourism only grow at 1 percent per annum resulting in a £5.1 billion industry. Here Scottish tourism was a second choice destination and a second class experience. The implications of the scenarios highlight the importance of creating a strategic conversation about the future of tourism in which VisitScotland was able to create a shared language of futures thinking based upon a vision, which stated that tourism should be Scotland’s First and Everlasting Industry. Underpinning this vision was an ambition to increase tourism revenues by 50 percent by 2015. This vision enabled VisitScotland to identify a number of short term and tactical decisions predominantly driven by marketing strategies. Long term and strategic decisions focused on structural change and creating a tourism economy.
Original languageEnglish
Title of host publicationUnknown Host Publication
PublisherUniversity of Brighton
Number of pages0
Publication statusPublished - Sep 2004
EventTourism Politics and Democracy Conference - Brighton
Duration: 1 Sep 2004 → …


ConferenceTourism Politics and Democracy Conference
Period1/09/04 → …


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