The Bigger Picture

Lessons from countries around the world.

This study identified aspects of Scottish tourism which are doing well and others where improvement is needed, and identified the lessons which might help to improve the development and growth of tourism in Scotland. For consistency, the findings are discussed under the same benchmarking criteria as the main summary report. In all, eight destinations including Scotland were investigated: Ireland, Norway, New Zealand, Germany, Costa Rica, South Africa and British Columbia.

• Main lessons from the statistical analysis
• The Role of Central Government
• The Role of the National Tourism Organisation
• Operational Structures
• The Role of Strategic Planning, and Funding of the Tourism Industry
• Public/Private Interactions
• Marketing
• Services for the Industry, and Information for Visitors