Corporate Plan and Operational Plan
Tourism at the Heart of Scotland's Economy
Tourism is a key component of Scotland’s economy
as demonstrated in its status as one of Scotland’s Growth Sectors.
In 2015, spending by tourists in Scotland generated around £11
billion of economic activity in the wider Scottish supply
chain and contributed around £6 billion to Scottish GDP (in basic
prices). This represented about 4.5% of total Scottish GDP.
According to the Scottish Government’s Growth Sector definition of
Tourism, Gross Value Added (GVA) in the sector was estimated to be
almost £3.7 billion in 2014, up from £3.5 billion in 2013. It is
worth noting the GVA contribution of tourism has increased 41%
since 2008 from £2.6 billion. This is the largest growth in GVA
amongst all Growth Sectors – 10% more than the nearest competitor
(Life Sciences) – over the same period.
The sector is a major economic enabler
contributing to the business base and employment levels, across a
wide range of geographies and demographics. Employment in the
tourism-related industries sector (as measured by the Scottish
Government’s Tourism Growth Sector) in Scotland was 217,000 in 2015
– accounting for around 8.5% of employment in Scotland. Related to
this, there are approximately 14,000 tourism businesses across
Scotland (8.2% of all Scottish businesses).
At VisitScotland we believe that tourism is at
the heart of economic success in Scotland. We play a vital part in
contributing to tourism’s economic achievements – as demonstrated
by some of our 2015/16 net direct economic impact (NEI)
- Our consumer marketing activity added
£72m NEI to Scotland’s economy
- EventScotland supported events
contributed £202 NEI across the economy
- Three of our Route Development
supported routes in 2015/16 will result in £25M NEI within one year
- £38m NEI resulting from conferences
secured through National Conference Bid Fund since launch
- It is estimated VisitScotland expo
2016 will result in £15.7m of Scottish programme and product sales
- Our Quality Assurance Schemes
contribute £20m in NEI to Scotland’s economy.
Our Corporate Plan 2013 - 2017
VisitScotland's Corporate Plan directly supports the
Government’s Economic Strategy and outlines what we intend to
do to contribute to the government’s purpose to increase
sustainable economic growth.
In the face of a changing and turbulent economic and operating
environment it is important that everyone involved in tourism works
in partnership to identify and realise the opportunities which
exist to deliver sustainable economic growth now and in the
VisitScotland’s purpose is to grow and develop the sustainable
economic benefit of tourism to Scotland’s visitor
Our Core Objective
Our core objective is to contribute to the Tourism
2020 Strategy ambition of growing tourism revenues by £1bn by
2020. To deliver our core objective we will adopt seven
Marketing: we will market Scotland
and its outstanding assets to visitors from all parts of the world,
including the promotion of Scotland to people living in Scotland to
visit different parts of the country.
Events: we will support the national
events strategy and its delivery, and sustain, develop and promote
Scotland’s international profile as one of the world’s foremost
Internationalisation and International
Engagement: we will utilise all our platforms to enable
Scottish based tourism businesses to better understand
international opportunities and market to a global audience and we
will work within One Scotland Partnerships to optimise the
potential of Scotland’s Diaspora and our strategic partners at
regional, European and global levels.
Customer Experience: we will provide
information and inspiration to visitors both locally and globally
via their preferred medium of choice.
Quality and Sustainability: we will
provide support and advice to businesses, with the goal of
improving the quality and sustainability of the tourism sector in
Scotland. We will provide quality assurance to visitors through our
Inclusive Tourism: we will strive to
make tourism in Scotland inclusive and available to all.
Working in Partnership: we will
listen to and work with the industry, partners and communities to
shape our offering and support.
Our Corporate Plan outlines what we will do and how we will
achieve our corporate objectives.
Corporate Plan 2013 - 2017 (2016 revision)
Coporra VisitScotland 2013 - 2016 (2015 revision)
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Our Operational Plan 2014-2015
Our Operating Plan covers the operations of VisitScotland for
2014-2015. It provides the detail of how we deliver the second year
of our activities outlined in our Corporate Plan 2013-2016.
Specifically the Operational Plan sets out the key activities
required to realise our corporate objectives, along with clear
responsibilities, timescales and respective budgets. Progress will
be measured through our Key Performance Indicators and our Board
will receive regular progress updates throughout 2014-15.
Operational Plan 2014-2015
VisitScotland Economic Measurement Framework
Economic Measurement Framework (2016)
Letter of Strategic Guidance from Scottish Ministers
- January 2015
06 January 2015