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 to enable Scotland to be a leader in 21st century tourism with a thriving, responsible visitor economy.
To deliver a strategic and coordinated approach to supporting the rebuilding of the visitor economy in a responsible way, to ensure that tourism thrives.
Scotland is a leader in 21st century tourism with a thriving, responsible visitor economy.
Through strategic leadership and industry partnerships, encourage a responsible approach to re-building and growing the value of tourism highlighting the benefits of tourism and events across Scotland in delivering the very best for our visitors, our businesses, our people, our communities and our environment.
Building a responsible destination brand
Investing in Scotland’s tourism and events communities
Facilitating collaboration and embracing change in support of a fairer, more responsible and inclusive visitor economy
What we do:
Scotland – A powerfully enriching personal experience
What we do:
Raise the profile of tourism and events as a force for economic and social good
What we do:
Provide the intelligence and insight that enables strategic decision making
We don’t believe that technology will ever replace the physical experiences we have or the relationships we build when visiting Scotland, but we do believe that the right technology will help visitors find, and share the experiences that they love and spend more time with the people they meet, thereby enhancing our reputation as a world-class organisation and destination of choice. To enable that to happen, we need to ensure that our own people have access to the technology that will allow them to work smarter, gather, interrogate and interpret data and information which will lead to greater understanding and fulfilment of both our visitor, partner and internal stakeholder needs.
We pledge to combat climate change and support Scotland’s aspirations to be net zero by 2045 by resetting tourism in a responsible way, working hand in hand with communities, tourism businesses and visitors to ensure that communities and our environment are enriched by tourism. Our ambition is to be a Net Zero Organisation by 2030. Find out more in our responsible tourism section.
The specialist skill-sets required to realise our strategy are dramatically changing. We need to identify and integrate the changing skillsets required to become a fully rounded world-class organisation and embrace, nurture and develop specialists in key areas of the business thereby creating an organisation which possesses not only the skill-sets required for future growth but also demonstrates an in-depth knowledge and passion for tourism and events.
The right channel, technology and industry partners will open up a world of opportunities to help us achieve our vision and goals.
Private and public sector capital and infrastructure investments are going to be key elements supporting recovery, visitor management and future growth ambitions. We must engage, influence, challenge, support and where appropriate facilitate discussions to secure the right investments in the right locations delivering the right outcomes for the sector, communities and the environment.