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VisitScotland's Vision:
VisitScotland - one team for tourism working in partnership to exceed visitor expectations.
To contribute significantly to the advancement of Scottish tourism by giving it a real presence in the global marketplace and benefitting the whole of Scotland.
VisitScotland's Priorities:
- To attract visitors to Scotland
- To engage with partners within the industry
- To add value to the visitor experience
VisitScotland's core objectives are to:
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Attract visitors by building a successful Scottish tourism brand.
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We will market Scotland as a must-visit, must-return destination for business and leisure travel domestically and internationally through a research based, multi media, fully integrated marketing programme. |
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Engage and work in partnership with the tourism industry.
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We will engage and work with tourism businesses through a new system of account management, supported by a customer relationship management system which offers a range of new customer focused products and services. |
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Enhance the visitor experience
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We will add value to the visitor experience through the operation and development of our quality assurance schemes and by providing a multi channel, information service. |
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Provide strategic direction to the industry
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We will provide direction to - and co-ordination of - the industry by helping to shape and communicate the industry vision and strategy and clearly defining our own contribution to achieving its objectives. |
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Manage our business efficiently and effectively
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We will operate our business as one team, on best value principles, through a combination of management and delivery against co-ordinated national and local tourism growth agendas. |
Sustainable Tourism Unit
Scotland’s Tourism Framework for Change challenges public agencies and businesses to establish Scotland as Europe’s most sustainable - economically, environmentally and socially - destination by 2015.
VisitScotland has a key role to play in meeting this challenge. Using information and influence and leading by example and encouragement, the Sustainable Tourism Unit in VisitScotland will drive Scotland’s tourism industry towards greater environmental, economic and social sustainability.
Business Plan
VisitScotland's Business Plan 2008-11
Marketing Strategy
VisitScotland's Marketing Strategy
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