The Bigger Picture

All of the countries have national tourism organisations, and all of them receive some funding support from Central Government. Irrespective of the maturity of their tourism product, all have the prime aim of increasing revenue from incoming and domestic tourists. Many also have a similar range of priorities, including recognising changes in market demand; targeting the main markets; extending the season; spreading the benefits of tourism to more needy/less popular areas, improving and maintaining the quality of products and services; assisting small businesses; encouraging more public-private co-operation; and making full use of new technology.

Some other lessons are:

Bord Failte (Ireland) which, after a full review, is now adopting a much more marketing and market orientated approach (and has transferred some responsibilities to other bodies). In spite of the phenomenal growth in the 1990s, it is obviously not resting on its laurels. It sees Scotland as a competitor and, therefore, if there are lessons to be learned for VisitScotland then close consideration needs to be given to the marketing activities of Bord Failte and its other associated marketing bodies.

The German, New Zealand and South African organisations are involved in international co-operation schemes. For example, South Africa is involved in alliances with neighbouring countries and islands in order to improve their collective products and adopt common marketing initiatives to attract tourists to the whole area. Scotland obviously has such an alliance through the BTA but there may be other wider opportunities worth consideration.