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Economics & benefits

Visitscotland's strategic framework for 2021-2024.

Organisation: VisitScotland

Media type: Strategy

Topic: Economics & benefits

Setting: Community, Families / residential, Individuals, Town centres / Urban, Leisure & recreation / tourism, Countryside / Rural

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Scotland's New National Tourism Strategy

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Scotland’s future tourism strategy, ‘Scotland Outlook 2030’ was officially launched this morning (Wednesday, March 4) at the Scottish Tourism Alliance (STA) Signature Conference in Glasgow.

The First Minister of Scotland, Nicola Sturgeon MSP took to the stage to endorse the strategy, which has the vision of Scotland becoming the world leader in 21 st  century tourism, and announced a £5.5M funding package over the next five years.

The Scottish Government and VisitScotland have created the new £5.5 million fund to support the implementation of the strategy, which has been developed through a shared vision and strong partnership between the Scottish Tourism Alliance, Scottish Government, VisitScotland, Scottish Enterprise, Highlands and Islands Enterprise and Skills Development Scotland.

It has been guided by the Strategy Steering Group with representatives from industry, public bodies and the partner organisations as well as from the input of around 2500 stakeholders.

Scotland Outlook 2030 acknowledges that tourism has a significant role in delivering Scotland’s wider economic strategy, cutting across every sector and is a bold new approach that will see tourism act positively in the common interest of Scotland’s communities, businesses and everyone who visits and stays in Scotland .

It recognises that the role of tourism has changed as a result of our climate crisis, advances in technology, EU exit and changes in consumer behaviour, which is reflected in the demands of today’s traveller.

The strategy has been developed as a response to this dynamic change and acknowledges the need now for our tourism industry, government, public sector and communities to collectively respond, adapt and work together to deliver responsible, sustainable and managed growth for the future.

Four key priorities have been identified as the cornerstones of the strategy – ‘Our passionate people’; ‘Our thriving places’; ‘Our diverse businesses’ and ‘Our memorable experiences’; each with a set of measurable commitments which will be delivered by government, industry, the private and public sectors and with Scotland’s communities.

The strategy also outlines the challenges and threats to our industry along with the opportunities that can be capitalised on to realise the bold new ambition of being the world leaders in 21 st  century tourism.

The national tourism conference provided the backdrop for the new strategy launch with the one-and-a-half day event built around four Signature Sessions to mirror the key priorities.  The event, the largest to be staged by the STA, welcomed just under 500 delegates and a host of international and home-grown tourism experts.

Themes such as food tourism, sustainability, events and experiences, transport, innovation and building a strong workforce for the future provided the focus for this year’s event and delegates also heard from tourism experts with experience of delivering bold new tourism strategies in destinations such as Holland, the Faroe Islands and Iceland.

Nicola Sturgeon MSP, First Minister of Scotland , said: "I welcome the publication of the new tourism strategy for Scotland. The sector is vitally important to Scotland, supporting more than 200,000 jobs and contributing over £7 billion to our economy.

"The Scottish Government and VisitScotland have created a new £5.5 million fund to support the implementation of the strategy, ensuring that the industry is equipped to deal with the demands of modern tourism and is supported to grow sustainably in the years ahead. Scotland is blessed with an abundance of breath-taking scenery and rich historical sites which continue to attract people from across the world.

"We must work together to ensure our unrivalled tourism experience is sustainable and this new strategy and supporting fund provide a strong basis for achieving the industry’s ambitions."

Marc Crothall, Chief Executive of the Scottish Tourism Alliance and Chair of the Strategy Steering Group , said: "As Chair of the Strategy Steering Group and Chief Executive of the Scottish Tourism Alliance, I am absolutely delighted that the importance of Scotland’s tourism industry and its contribution to the wider economy has been recognised with the allocation of what is a hugely significant amount of funding for the delivery of the future tourism strategy.

"Tourism is the heartbeat of every destination in Scotland and our sector is made up of proud, passionate people who are totally committed to driving change for the good of all.

"Today’s announcement reflects a strong commitment from the Scottish Government to support this bold new ambition; Scotland being the world leader in 21 st  century tourism and also acknowledges the importance of the strengthened collaborative approach and partnership which exists between industry, the Scottish Government and its public agencies. 

"This is a strategy that will deliver benefits to every person in Scotland, and our visitors. Today is an extraordinary milestone moment for Scottish tourism."

Malcolm Roughead, Chief Executive of VisitScotland , said: "Scottish tourism is changing. Advances in technology, environmental concerns and the need to develop new skills are just some of the challenges the industry is set to face as we move through the new decade. The new national tourism strategy seeks to take a sustainable approach to tourism, in which the needs of delivering a world-class experience are not to the detriment of the communities and environments that make Scotland a must-visit destination.

"We want Scottish tourism and our communities to champion collaboration, lead on innovation, and promote local areas and events, whilst ensuring that tourism is recognised for the positive impact it brings to Scotland."

Derek McCrindle, Head of Place at Scottish Enterprise , said: "The new strategy sets a bold, challenging ambition for Scotland in an increasingly competitive world. It also recognises that to be successful in the minds of our visitors and our communities, we need to think differently and behave differently. Tourism can deliver benefits to all parts of Scotland and the new strategy provides a direction towards which everyone can play their part."

Anna Miller, Head of Tourism, Highlands and Islands Enterprise , said: "Scotland’s tourism sector makes a vital contribution to a strong economy and is essential to resilient and thriving rural communities. A sustainable approach to Scotland’s future tourism sector has never been more important and Highlands and Islands Enterprise (HIE) welcomes the ambitions of the new strategy to create a positive impact for not just our visitors, but also for Scotland’s people and places. HIE has worked closely with our partners and the industry in contributing to the development of the new strategy and looks forward to continued collaboration and partnership as we move into delivery."

Lawrence Durden, Tourism Industry Manager, Skills Development Scotland , said: "Skills Development Scotland is delighted to support the new Tourism Strategy ‘Scotland Outlook 2030’. This has been developed through a strong partnership approach between industry and the private sector and delivers a bold vision for 21 st  century tourism in Scotland with people and communities at the heart of the strategy."

You can down Scotland’s new national tourism strategy – Scotland Outlook 2030: Responsible Tourism for a Sustainable Future – here:  https://scottishtourismalliance.co.uk/wp-content/uploads/2020/03/Scotland-Outlook-2030.pdf

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Sustainable tourism is holidaying in an eco, green and environmentally friendly way.

Responsible tourism is considering the wider impact your trip could have on the country you're visiting, and the world.

Your choice to travel responsibly can help:

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Choosing a destination

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Scotland's International Strategy

This strategy sets out our approach to international engagement and delivery to the end of the current parliamentary term.

Joint Ministerial Foreword

In what can seem increasingly turbulent times, it is more important than ever for Scotland to engage with our fellow Europeans and the wider world on our common priorities, standing up for our values, contributing internationally as a good global citizen, and working to benefit those who call Scotland home.

From the tragic events unfolding in Gaza following Hamas’s appalling attack on Israel, to the climate crisis, to Russia’s illegal war against Ukraine, we have all been affected by a wide range of global challenges and events, either directly or indirectly. This is why we need to remain engaged internationally, actively promoting Scotland’s interests and working with our key partners to deliver on our priorities. Our international work provides us with the opportunity to help deliver on Scotland’s domestic objectives and the First Minister’s three missions of equality, opportunity, and community. We cannot truly and effectively deliver our domestic priorities and these missions without acknowledging and playing our part in addressing the range of global challenges that contribute to them, as well as contributing internationally in return in a spirit of global solidarity.

We want to build on Scotland’s strengths and seize opportunities to deliver tangible benefits to the people of Scotland through our international work. To do this, we will build on our ‘Team Scotland’ approach, working in tandem with key partners including our enterprise agencies, Creative Scotland, VisitScotland, our universities, GlobalScots, trade and investment envoys and cultural organisations.

Our international development work and our responses to humanitarian emergencies are a key part of Scotland’s contribution to the global community, and we continue to place a great deal of importance on being a good global citizen.

This is why we are now publishing our international strategy to guide our approach to international engagement and delivery to the end of the current parliamentary term. This document looks across the wide range of Scottish Government responsibilities and priorities, ensuring that we will be as effective as possible in delivering on key policies such as our forthcoming international education and international culture strategies, and our biodiversity strategy, among others. Engaging internationally also allows us to drive forward recent recommendations from the Scottish Government’s Investor Panel.

The strategy focuses on three themes: (1) economy, trade and investment; (2) climate change, biodiversity and renewable energy; and (3) reputation, influence and relationships. By being clear and precise in where we focus our efforts, we can ensure that our international work makes a substantial, positive impact not only on the lives of people in Scotland, but also those on whom our international development engagement is focused.

The values, priorities and actions outlined in this strategy will apply regardless of Scotland’s constitutional position, but the contribution that Scotland could make, and the benefits it could receive, would be significantly enhanced with the powers of independence.

Scotland needs to work to deepen ties with key partners, increase economic opportunities and build on our excellent networks for both Scotland’s benefit and that of our international partners. In doing so, we will remain committed to our core values of fairness, equality and inclusion in everything we do.

Angus Robertson MSP Cabinet Secretary for Constitution, External Affairs and Culture

Neil Gray MSP Cabinet Secretary for Wellbeing Economy, Fair Work and Energy

Email: [email protected]

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First speakers announced for Scotland’s National Events Conference

It is just under three weeks to go until Scotland’s National Events Conference at the Assembly Rooms, Edinburgh on Tuesday 26 March. We are delighted to confirm an extensive line-up of excellent speakers set to take to the stage.

Speakers will represent a diverse range of disciplines and offer attendees unique perspectives and insights across a number of areas.

The conference will welcome more than 40 speakers drawn from organisations based in Scotland, the UK, and overseas.

In this article:

Keynote speakers, artificial intelligence, panel discussions, breakout sessions.

Keynote speakers on the day will include the Minister for Culture Europe and International Development, Kaukab Stewart.

She will reflect on the importance of Scotland’s world-leading events status and reinforce the role of the National Events Strategy 2024 to 2035 in building on the many achievements of the events sector to date. She will also discuss future challenges and emerging priorities.

Susan Sawbridge, Managing Partner at New Zealand based company Daylight LTD, will bring an international perspective to the conference as part of her keynote presentation.

She is set to highlight how other countries and regions are working with events to drive change and achieve economic, social, and cultural benefit.

Paul Bush OBE, VisitScotland Director of Events, will draw on the impact of a consistent and sustained focus on developing Scotland’s events sector over the last twenty years. He will also discuss the need to maintain our ambition and retain our global events status in a constantly evolving world.

Steph Wright, Head of the Scottish AI Alliance, and Gordon Johnstone, Communications and Events Manager at the Scottish AI Alliance, will help navigate the wide-ranging and complex debate on artificial intelligence (AI) and will discuss what AI could mean for the events sector.

Steph was recently recognised as one of the 100 Brilliant Women in AI Ethics. She was also named one of the Top 10 Women in Tech in Scotland in 2023.

A panel discussion will take place with representatives of Scotland’s Event Industry Advisory Group (EIAG). This panel will consider the challenges and opportunities for the sector during the period ahead.

It will draw on the views of EIAG representatives including:

  • Peter Duthie, Chair of EIAG / Chief Executive Officer of the Scottish Event Campus
  • Susan Deighan, Chief Executive, Glasgow Life 
  • Alan Laidlaw, Chief Executive Officer, Royal Highland Agricultural Society of Scotland
  • Claire Dow, Culture Strategy Lead Officer, Dundee City Council
  • Julia Amour, Director, Festivals Edinburgh
  • Geoff Ellis, CEO, DF Concerts

Delegates at a conference

Delegates at Scotland's National Events Conference (credit: Chris Watt)

Attendees on the day will also have the opportunity to register for a series of breakout sessions across the afternoon. These sessions will spotlight key focus areas for the sector and will provide:

  • knowledge sharing
  • practical examples
  • opportunities for interactive Q&As

Registration for these sessions will open week commencing 11 March.

List of breakout sessions

This session will discuss the importance of rebuilding confidence and creating opportunities for the future events workforce.

It will draw on reflection from those directly involved in this process including:

  • Dr Jane Ali-Knight, Professor in Festival and Event Management, Edinburgh Napier University (moderator)
  • Sarah Latto, Policy Officer, Volunteer Scotland
  • Paul McManus, Scotland Negotiations Officer, Bectu
  • David Martin, Key Sector Manager - Creative Industries, Skills Development Scotland
  • Geoff Crow, MD, 21cc Group

This session will reflect on global trends and Scotland's position as a world-leading events destination.

It will feature commentary from a range of VisitScotland voices including:

  • Patrick Lamont, Business Events Policy Engagement Manager, VisitScotland Business Events (moderator)
  • Rebecca Edser, Head of EventScotland
  • Caroline Warburton, Destination Development Director, VisitScotland
  • Cat Leaver, Head of Brand and Global Marketing, VisitScotland

Chris Greenwood, Senior Research Fellow at The Moffat Centre for Tourism and Tourism Business Development, will also provide an expert external voice.

The work to refresh Scotland’s National Events Strategy will be discussed in this session. It will furthermore focus on the outcomes of the consultation.

Reflections and perspectives will be given by:

  • Fiona MacKinnon, Business Events Manager, VisitScotland (moderator)
  • Marie Christie, Head of Development - Events Industry, VisitScotland
  • Rachael McKechnie, Deputy Director - Cultural Futures and Major Events, Scottish Government
  • Billy Garrett, Director of Culture Tourism and Events, Glasgow Life
  • Shona McCarthy, CEO, Edinburgh Festival Fringe Society
  • Ian Barr, Principal Events Officer, Dumfries and Galloway Council

The importance of event impacts, measurement and reporting and the significant role that evaluation has in contributing to local, regional and national priority outcomes for Scotland will be discussed.

Speakers will include:

  • Mark Stewart, EventScotland Senior Events Manager (moderator)
  • Chris Foy, CEO, VisitAberdeenshire
  • Tim Smith, Director, Spirit 2012
  • Louisa Mahon, Head of Marketing, Renfrewshire Council
  • Peter Arnold, UK Chief Economist, Ernst and Young LLP

This session will consider real life examples of the positive work already being achieved within the sector.

Contributions will come from:

  • Lyn Donnelly, Senior Responsible Tourism Manager, VisitScotland (moderator)
  • Dr Simon Gage OBE, Director and CEO, Edinburgh Science
  • Matthew Belsey, Green Arts Development Officer, Creative Carbon Scotland
  • Connor Bryant, The Rubbish Project

They will discuss how organisations are moving from incremental to transitional change.

This session will hear from experts in diversity, and accessibility. It will include practical examples highlighting the importance of effective community engagement.

Panel speakers will include:

  • Aneela McKenna, Founder, Mòr Diversity
  • Amy McGirr, Senior Policy Officer (Equalities, Diversity and Inclusion), Glasgow Life (moderator)
  • Jane Cooper, Managing Director, Access and Inclusion UK
  • Professor Gayle MacPherson, Chair in Events and Cultural Policy, University of West of Scotland

Returning for the first time in over four years, Scotland's National Events Conference is produced for all those working to create, deliver, and support Scotland’s cultural, sporting, and business events.

Tickets for the conference are £80+VAT per person. This includes arrival snacks and refreshments, lunch, and a post-conference networking reception.

The speaker line-up is subject to change.

Book tickets and get more information on visitscotland.eventsair.com.

Related links

National events conference programme, the national events conference, supported events, scotland's national events strategy.

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Responsible Tourism

Visitscotland plays a lead role in the development of responsible tourism through taking direct action on issues under our control, as well as encouraging and supporting responsible tourism development through influencing and collaborating with industry, communities, destinations, visitors and strategic partners. there are four strands to our responsible tourism strategy for scotland:, support scotland’s transition to a low carbon economy, ensure tourism in scotland is inclusive, ensure tourism contributes to thriving communities, support the protection, and considerate enjoyment of scotland’s natural & cultural heritage, respecting nature and contributing to develop the local economy is important and a chance for many scottish businesses to create innovative and sustainable projects. responsible tourism has a wide range of benefits which scotland relies upon as a destination., visitscotland travel trade team has compiled various tools to help you create sustainable programmes with our dedicated itineraries and a list of suppliers that have been awarded green tourism and working hard to support the economy in connection with the environment. further inspiration can also be found in our consumer website  sustainable & responsible tourism in scotland ..

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Visitscotland travel trade team has created a series of  responsible itineraries reflecting visitscotland’s commitment to the development of responsible tourism practices and a net zero sector, by protecting scotland’s natural assets now and for future generations. our inspirational itineraries will feature a variety of responsible experiences, including enjoy a walk in one of scotland natural reserves, explore a city with an electric bike or eat a delicious meal made from sustainable local produce..

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Scottish Suppliers

A list of suppliers working with the travel trade is available on the travel trade site. check our comprehensive list of suppliers who have stepped forward and committed to special rates, discounts and commissions exclusively available for the travel trade. within our list of suppliers a special category has been created for those companies who have also developed responsible products and/or are part of the green tourism scheme..

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Green Tourism Certification

Tackling climate change is one of the biggest challenges facing scottish tourism now. the green certification is a guarantee that the business you want to promote on your social  media channels or book as part of a trip you are planning for your clients is committed to the environment and community by increasing sustainable business practices. check our visitscotland corporate site to learn more about the  green tourism certification schemes  scottish businesses are applying to and the criteria a business needs to implement to officially become green certified..

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We’re asking visitors to show their commitment to preserve scotland’s natural assets and beauty for now and generations to come, tread lightly and consider how their behaviour impacts each other and scotland. your clients will be able to explore most of scotland’s outdoor land, but it is important to be safe and prepared with the correct clothing and equipment. please read and share our guide to safety outdoors   and learn how to  tread lightly in scotland ..

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Responsible Tourism Toolkit

On visitscotland’s digital media library you can access our responsible tourism toolkit   where you can find a wealth of images and videos,  spanning from responsible businesses and best practices to outdoor activities and camping. please register to our digital media library for free and get access to a wide range of assets you can use to promote scotland responsibly..

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Scotland is a naturally welcoming country. inclusive tourism ensures that all visitors can have a great experience without barriers. on the travel trade website you can find a list of suppliers  working with travel trade that categorise as accessible and inclusive. more on accessible holidays  can be found on our consumer website where you can browse further ideas and detailed access information on attractions, activities, food & drink and places to stay across scotland., sign up to our visitscotland travel trade enewsletter, sign up now to receive inspirational information about scotland, product updates, events and webinar invites, all from visitscotland and relevant to your market. by signing up you are indicating your consent to receiving our e-newsletter. you can unsubscribe at any time. we will also use your details in accordance with our privacy policy. view our privacy policy ..

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The Scottish Government

National Event Strategy review and refresh - Scotland: the perfect stage

Closed 30 Jun 2023

Opened 24 Mar 2023

Major Events Team

[email protected]

Feedback updated 3 Jan 2024

We sought views on what Scotland’s National Events Strategy 2025-2035 should look like. The Scottish events sector, Scottish Government and VisitScotland are working together with trade unions and local authorities to do this. The related public consultation opened on 24 March 2023 and closed on 30 June 2023. In addition, VisitScotland delivered a series of nine workshops and a webinar to gather views.

The online consultation survey received 102 responses from a mix of individuals (33%) and organisations (67%). In addition, a total of 222 participants attended the series of nine in person regional workshops and one virtual webinar in support of the consultation.

An independent analysis of the consultation responses has been undertaken. This is now available on the Scottish Government website .

The key findings of the analysis included:

  • 92% of respondents supported the proposed ambition of the strategy as set out in the consultation paper.
  • Boosting the economy and enhancing wellbeing and community engagement were considered to be the most important strategic priorities for events over the next 10 years. Promoting inward investment and a greater focus on equality, diversity and inclusion were also highlighted.
  • Priorities for mega events included ensuring legacy, clear benefits for local communities and maximising skills development opportunities.
  • Case studies could help measure event impacts and it was important to measure both the direct and indirect impact of events.

Wellbeing/Equality, Diversity and Inclusion

  • 83% of respondents agreed events are welcoming; 52% of respondents agreed that events in Scotland are inclusive (16% disagreed); 48% agreed that events in Scotland are accessible (12% disagreed) and 41% that events in Scotland are affordable (26% disagreed). A high proportion of respondents held neutral views regarding three of the four statements. This perhaps highlights a difficulty in answering this question in general terms given the variation in accessibility, affordability, inclusivity and the level of welcome across all events in Scotland.
  • Some respondents were keen to see the development of wellbeing measurement frameworks to enable consistent data collection and evaluation.
  • 55% of respondents agreed that event organisers involve communities in planning. Boosting community engagement and ownership were identified as particular opportunities. 28% neither agreed nor disagreed.
  • The majority of people responding to the survey indicated that the diversity of events in Scotland is very important. The barriers to diverse events were inadequate infrastructure ,an absence of suitable event spaces outside of cities, supply chain capacity and a funding.

Working in the sector

  • 61% of those responding to the survey think that the event sector is an attractive place to work.
  • The majority of respondents felt that better regulation of the sector on working hours, pay and conditions would boost Fair Work.
  • The majority of respondents did not think that there are sufficient opportunities to learn about what it is like to work in the event sector, to gain the relevant skills and experiences and to further a career in the sector.

Net Zero and Environmental Sustainability

  • More information and guidance would help event participants/attendees limit any negative environmental impacts.
  • Tools to help enhance environmental sustainability could be developed for event organisers.

Working with VisitScotland, we are using the results of the consultation analysis to inform further engagement with stakeholders including: the events sector (including the Event Industry Advisory Group); the Convention of Scotland’s Local Authorities; Trade Unions; organisations representing Scotland’s communities; and other bodies with an interest in events.

The views and evidence gathered will then be used- alongside the findings presented in the public consultation analysis and responses themselves- to inform the drafting of the National Events Strategy 2025-2035. This will be led by VisitScotland with support from the Scottish Government and others listed above. We expect that the strategy will be published in the Spring of 2024.

Meantime, we would like to offer a Scottish Government response to some of the findings emerging from consultation. This is set out below:

  • We are encouraged that the majority of respondents to the survey supported the proposed ambition of the strategy. The more detailed content of the strategy will be developed on this basis.
  • Boosting the economy and contributing to enhancing wellbeing and community engagement were considered by respondents to be the most important strategic priorities for events. Work underway to build on this includes:
  • Further development of the partial Business and Regulatory Impact Assessment with lead partners. This will help to identify the costs, benefits and risks for businesses and will be published alongside the new strategy. Recent actions include discussions with regulators to hear their views on the opportunities and challenges.
  • An Equality Impact Assessment, Fairer Scotland Duty Assessment and Island Community Impact Assessment are also being developed for the strategy. Their findings will contribute to the strategy’s strategic outcome around the wellbeing, along with research funded by VisitScotland and the recently published Mental Health and Wellbeing Strategy ’s ‘whole person approach’. Views that emerged from the Regional Engagement Workshop in Orkney and responses from island communities and organisations will be especially relevant to the development of the Island Community Impact Assessment. We also aim to build on this through further engagement with island communities.
  • We are working with lead partners to develop the collective approach to the other three strategic priorities identified in the consultation- contributing to the drive towards net zero and environmental sustainability, making the event sector a better place to work and showcasing and promoting Scotland’s assets. Environmental Sustainability/Net Zero and Fair Work are key priorities for the Scottish Government.
  • We will continue to identify areas for collaboration with policy areas across the Scottish Government – including culture, education, historic environment, public health, trade, and tourism. Possible areas of alignment include with the  Culture Strategy Action Plan (which is being refreshed), International Culture Strategy (which is under development) and Our Past, Our Future, the new strategy for Scotland’s historic environment sector, which was published earlier in 2023.
  • On ensuring a greater focus on equality, diversity and inclusion, we have been continuing to engage with organisations representing communities. For example, on 9 August 2023 the Cabinet Secretary for Constitution, External Affairs and Culture hosted a roundtable with lead partners to explore the opportunities and challenges to boosting Equality, Diversity and Inclusion via the national events strategy review. Further discussions and actions from this meeting will be progressed in advance of finalising the strategy with developments recorded in the Equality Impact Assessment.
  • The analysis highlighted the importance of accessibility, inclusion, and affordability in terms of creating an excellent event experience. Less than half of respondents to the survey felt that Scotland’s events were accessible and affordable, although a high proportion of respondents held neutral views. These aspects will be a priority for further discussion with lead partners during the remainder of the strategy review. VisitScotland’s inclusive and accessible tourism programmes already provide a range of tools, advice and guidance to boost social tourism, inclusion and accessibility, and we will explore any opportunities to build on this approach in future.
  • It is encouraging that most respondents to the consultation agreed that event organisers involve communities in planning and set out how the event will affect them. Meaningful community engagement and secure community ownership were identified by the analysis as key. Building on this, we will ensure that learning from previous events of all sizes is fed into the strategy review process.
  • 61% of those responding to the survey think that the event sector is an attractive place to work. However, there was a call for better regulation of the sector in terms of working hours, pay and conditions. Employment law is reserved, however,   we will continue our discussions with lead partners as part of a broader discussion around Fair Work, skills development and attracting and retaining talent within the sector, and discuss with the UK Government as appropriate. We continue to encourage the use of the  Volunteer Charter  which sets out 10 principles that provide the foundations for a good volunteer experience.
  • Just transition to net zero is a strategic priority for the Scottish Government as a whole. In response to the feedback for more guidance around environmental sustainability to help events and those attending them make the step changed needed to achieve Net Zero, we are currently reviewing the resources and tools available to assist businesses on their Net Zero journey and how these fit with the needs of the event sector. We are also exploring what measures/indicators might be best to showcase the event sectors broad progress towards Net Zero for further discussion and agreement with the sector as part of the new strategies wider measurable outcomes.
  • Securing sponsorship or working towards diversifying event organisers revenue streams were identified as financial opportunities for events. Concerns around the availability of public sector funding support for events was a headline theme emerging from the regional engagement workshops in support of the strategy review. While there are significant constraints on public funding, we will continue work with partners to agree and target public support. For example, events that help us deliver a wellbeing economy which works for individuals and communities and supports the transition to net zero. For the Scottish Government, this is expected to include refining the Strategic Alignment Framework which is used to consider mega event opportunities and delivery of these.
  • In response to feedback on measuring event impacts, including the use of case studies, we will continue work with analysts and partners to explore these and other measures further, building on the current Event Impacts . Work on improved measurement is also expected to consider measurement of societal and environmental impacts.

Results updated 25 Sep 2023

The independent analysis of the National Events Strategy Review public consultation was published on 22 September 2023 along with the associated papers.

  • Consultation Analysis
  • Consultation Analysis (Gaelic)
  • Consultation Analysis (Easy Read)

Published responses

View submitted responses where consent has been given to publish the response.

We wanted to hear your views on what a new National Events Strategy should look like. We asked a series of questions in the consultation paper and held a number of workshops. Your answers to these and more generally feedback from individuals and organisations are helping to inform the final Strategy.

Both the on-line survey and regional engagement workshops led by VisitScotland had a crucial role in providing information on which the analysis was based. All of the feedback received in writing and in person was carefully considered and will inform the development of the strategy review. In addition, we continue to liaise with lead partners and a range of other organisations with an interest. This is building on feedback from the consultation and will inform concluding the strategy review.

We are encouraged that so many people took the time to respond to the consultation, whether through a formal written consultation response or by giving their views at one of the workshops. Thank you to everyone who participated.

Why your views matter

This survey is aimed at

  • people who attend or would like to attend events in Scotland, people living in communities where events are held, and groups who represent them
  • organisations and people working in and with the Scottish event industry, across the public, private and third sectors

We would also welcome views from people and organisations from outside of Scotland. We would like to hear about the experiences of Scottish events and working with the Scottish events sector, and the approaches that the private, public and third sectors take to events in other countries.

We are seeking views on:

  • the ambition and priorities for events and the event sector in Scotland
  • the accessibility of events
  • what it is like to work in events
  • how events in Scotland can continue to collaborate and innovate
  • how events can promote cities, regions and Scotland as a whole internationally
  • National Events Strategy Review Consultation Paper
  • National Events Strategy Review Easy Read Consultation Paper
  • National Events Strategy Review Consultation Paper (Gaelic)
  • National Events Strategy Review BRIA (Business and Regulatory Impact Assessment)
  • Arts, Culture and Sport

IMAGES

  1. SCOTLAND ROAD TRIP ITINERARY: Places to visit in Scotland by car

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  2. Scotland's calling to foreign visitors as new global campaign launched

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  3. The Ultimate 10-Day Scotland Itinerary: 3 Perfect Routes

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  4. Ultimate Map Of Things To See When Visiting Scotland in 2023

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  5. Complete Guide To Scotland: What To Do And Where To Go

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  6. Visiting Scotland: The Essential Guide On How To Plan Your Trip

    visit scotland strategy

COMMENTS

  1. VisitScotland's Strategic Framework for 2021-2024

    Our strategic framework for 2021 to 2024 covers our responsible tourism promise and our strategic pillars. The Strategic Framework is our organisational blueprint as the national tourism organisation. It summarises the scope of the work we will carry out between 2021 and 2024. This work aims to enable Scotland to be a leader in 21st century ...

  2. Our Strategy

    Our strategy is an integrated mix of consumer and intermediary marketing. This enables us to make Scotland discoverable across the visitor journey, from awareness to planning and booking. We also use the power of advocacy by sharing real, powerful, and enriching experiences and stories from Scotland. Think passionate people, thriving places ...

  3. Visitor Management: Scotland's Plan & Objectives

    Visitor management strategy action plan. Published October 2023. Download (215Kb) 1. Marketing activity. Working with partners, we helped lead on a coordinated approach to make people aware about responsible tourism. Building on our experience of previous years, this resulted in the campaign Keep Scotland Unspoiled.

  4. PDF A visitor management strategy for Scotland

    a visitor management strategy for scotland Purpose To develop a Scotland-wide strategic and coordinated approach to Visitor Management fit for the 2030 vision Context The COVID-19 pandemic has resulted in unprecedented visitor demand in many parts of Scotland, highlighting both the enormous potential of our tourism sector and the signifi-

  5. Our Plans

    Setting up for success. We always keep a keen eye on what the future holds and plan. This gives the Scottish tourism industry the best chance for continued growth and success. In this section, we outline our main initiatives that plot a course for achieving the best for our industry and the Scottish economy.

  6. Scotland Outlook 2030

    Scotland's future tourism strategy has the ambition to be the world leader in 21st century tourism. Scotland Outlook 2030, our national tourism strategy was launched on 4th March 2020, and very much remains relevant in the post Covid-19 era. The strategy is reflective of the changing world we live in, our new mindset and approach to how we ...

  7. Sustainability at VisitScotland

    Safeguarding Scotland's assets. Our environment, society and culture is what sets us apart as a destination and why a visit here is so special. Our sustainability policy sets out the measures we take to protect and enhance them for future generations to enjoy. It recognises that these assets are vital to Scottish tourism.

  8. VisitScotland's Strategic Framework for 2021-2024

    VisitScotland wants to encourage a responsible approach to re-building and growing the value of tourism in Scotland. Strategic leadership, industrial partnerships are central to this, as is investing in technology to improve visitor experiences, protecting the natural environment, and being able to embrace change.

  9. Tourism and events

    sponsoring our national tourism organisation VisitScotland (view VisitScotland's corporate website and VisitScotland's website for citizens) working with public, private and third-sector partners to deliver the industry-led tourism strategy 'Scotland Outlook 2030: Responsible Tourism for a Sustainable Future' providing support for tourism ...

  10. VisitScotland's Climate Change Action Plan

    The purpose of our Destination Net Zero Climate Action Plan is to support and speed up climate action within the Scottish tourism and events sector. This will ensure we make progress towards net zero at the pace and scale required. The plan covers an initial period of three years, from 2023 - 2026 and is focused on VisitScotland's key areas ...

  11. About Us

    Main office. VisitScotland. Waverley Court. 4 East Market Street. Edinburgh. EH8 8BG. See the main office on Google Maps. See all office locations.

  12. Visiting Scotland

    The industry-led national tourism strategy Scotland Outlook 2030: Responsible Tourism For A Sustainable Future ... Encouraging people to visit Scotland forms one of the key pillars of our Brand Scotland partnership approach. Our visitors. People choose to visit Scotland for many and varied reasons. VisitScotland research has consistently shown ...

  13. Scotland's National Tourism Strategy Beyond 2020

    Scotland's current national tourism strategy Tourism Scotland 2020 was launched in 2012 and the target was to grow visitor spend by £1bn (to £5.5bn) by 2020. The strategy was developed to target those markets that offer us the greatest growth potential, to collaborate within and across Scotland's tourism destinations and to develop the ...

  14. VisitScotland

    Award-winning experiences by rail. Scotland is home to some epic railway journeys through our iconic landscapes. National Geographic has just included The Royal Scotsman experience in their Best of the World 2024 list, so now is the perfect time to explore our country with an iconic train ride. Train Holidays in Scotland - Getting Around by Rail.

  15. PDF VisitScotland / Kenny Lam

    Scottish Government, VisitScotland, Scottish Enterprise, Highlands and Islands Enterprise and Skills Development Scotland. It has been guided by the Strategy Steering Group with representatives from industry, public bodies and the partner organisations. Over 2500 tourism leaders and stakeholders from Scotland's tourism industry have contributed

  16. Scotland's New National Tourism Strategy

    The Scottish Government and VisitScotland have created the new £5.5 million fund to support the implementation of the strategy, which has been developed through a shared vision and strong partnership between the Scottish Tourism Alliance, Scottish Government, VisitScotland, Scottish Enterprise, Highlands and Islands Enterprise and Skills ...

  17. How VisitScotland Is Marketing Scotland

    Discover how VisitScotland's marketing strategy influences regional and seasonal visitor spread and how technology forms new ways to tell Scotland's stories.

  18. Sustainable & Responsible Tourism in Scotland

    Sustainable tourism is holidaying in an eco, green and environmentally friendly way. Responsible tourism is considering the wider impact your trip could have on the country you're visiting, and the world. Your choice to travel responsibly can help: protect the landscape. boost the local economy. and provide funding for new and innovative projects.

  19. Scotland's International Strategy

    The strategy focuses on three themes: (1) economy, trade and investment; (2) climate change, biodiversity and renewable energy; and (3) reputation, influence and relationships. By being clear and precise in where we focus our efforts, we can ensure that our international work makes a substantial, positive impact not only on the lives of people ...

  20. First speakers announced for Scotland's National Events...

    The refresh of Scotland's National Events Strategy will be discussed in this session. It will focusing on the outcomes of the consultation. Reflections and perspectives will be given by: Fiona MacKinnon, Business Events Manager, VisitScotland (moderator) Marie Christie, Head of Development - Events Industry, VisitScotland

  21. PDF Visitor Management Strategy update

    Management Strategy (working draft attached as annex) which links to Scotland Outlook 2030, the wider national strategy for tourism. A number of NAF members and member bodies are involved through the various groups, and the Forum also has a direct role in relation to a number of actions which relate to access. Key areas of current action

  22. Responsible Tourism

    There are four strands to our Responsible Tourism Strategy for Scotland: Support Scotland's transition to a low carbon economy. Ensure tourism in Scotland is inclusive. Ensure tourism contributes to thriving communities. Support the protection, and considerate enjoyment of Scotland's Natural & Cultural Heritage.

  23. National Event Strategy review and refresh

    These aspects will be a priority for further discussion with lead partners during the remainder of the strategy review. VisitScotland's inclusive and accessible tourism programmes already provide a range of tools, advice and guidance to boost social tourism, inclusion and accessibility, and we will explore any opportunities to build on this ...