Tourism Tomorrow

Ambitions for Tourism in 2015
The Scottish tourism industry and VisitScotland's ambition is to grow Scottish tourism by 50% by 2015. In order to understand how this could happen, four scenarios of contrasting pictures of the future have been created.

1. The Dynamic Scenario creates a £10bn tourism economy where we are the number one industry of Scotland.
2. The Weekend Getaway sees tourism based upon consumerism and play. The value of tourism in this scenario, is £7.6bn.
3. Yesterdays Destination means tourism is based upon the past, in which we are found to be too complacent. An uncompetitive industry means that our growth is only 1% per annum and valued £5.1bn.
4. Finally, Exclusive Scotland means that the Scottish economy has failed as deflation has taken the soul out of the country, but favourable exchange rates mean that international high spending tourists flock to exclusive resorts. Tourism in this scenario is a £2.6bn industry.

These four scenarios follow different paths and are driven by different circumstances. But within all of the scenarios, tourism exists. The scenarios conclude with a range of strategic and policy decisions we need to take in order to deliver a 50% growth in spending by 2015.

A copy of the 2015 scenarios can be downloaded below. This has been produced with the permission of The Fraser of Allander Quarterly Economic Commentary.

Ambitions for 2015 Scenarios.pdf (236Kb)

Further Information
For further details about the 2015 Ambition please contact Dr. Ian Yeoman, VisitScotland’s Scenario Planner, by email at ian.yeoman@visitscotland.com, or tel: 0131 472 2388.