Touris ism is is th the best known and best Tourism Food & Drink reg egarded se sector of f th the Sc Scottish ec economy by Scotch Whisky Renewable Energy Sport Housing Associations 1.2 Education, Skills & Training Scotland’s MSP’s Creative Industries Universities Offshore Oil & Gas Digital/ICT Retail Life Sciences 0.7 Energy (exc renewables) Supermarkets Regard Electricity distribution Aquaculture and transmission Pharmaceuticals/ Legal Financial Services medicines profession 0.2 Banking 2 2.2 2.4 2.6 2.8 3 3.2 -0.3 Nuclear Energy Onshore Shale Oil & Gas Awareness -0.8 Base: Awareness - All MSPs (73); Regard – all who have at least heard of each
WWW.SCOTTISHTOURISMALLIANCE.CO.UK
Lin inking wit ith others & representing common is issues together.
. Our Our Collect Collectiv ive e Vision ision to to 20 2020 20 To make Scotland a destination of first choice for a high quality , value for money and memorable customer experience , delivered by skilled and passionate people .
Actual & Projected Visitor Expenditure: 2010 - 2020 6000 £4,800m £4,653m £4,528m £4,681m 5000 £4,512m Real Expenditure - 2011 Prices (£m) 4000 International (projected) 3000 Domestic (projected) International (actual) 2000 Domestic (actual) 1000 0 2010 2011 2012 2013 2014 2015 2016(e) 2017(f) 2018(f) 2019(f) 2020(f) Sources: VisitScotland Insights / GBTS / IPS / Oxford Economic Forecasting / EY Item Club / ONS
2017 Weak pound helps Brexit and 'boost' terrorism are creating Scottish tourist tourism industry Historic boost for attractions Scotland break a legion of visitor 'Resilient' records Scottish economy buoyed by tourism during summer of Brexit
With Many Challenges to Overcome
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The Evolving Traveller Experience More Living / Dining Growing middle-class with aspiration By 2020, spend on food by Valuing the pleasure of genuine & disposable income to travel inbound tourists to UK = £6bn. experiences above owning things. Immersive, appealing, delicious, By 2030, more than 5m Asian 42% of millennials prefer shared & interactive. travellers visiting UK. experiences to owning things. Authentic Affordable Luxury Smart Destinations Shift from conspicuous consumption to Online & mobile travel sales to UK conscientious consumption residents estimated to be £34bn Travel expenditure likely to rise by 2030, and £11bn respectively by 2020. but average spend/trip likely to decline.
“The focus of many tourists has changed from the classic ‘must see’ physical sights, such as museums and monuments, towards a ‘must experience’ imperative to consume intangible expressions of culture, such as atmosphere, creativity and lifestyle. Food is one of the essential expressions of any culture and one of the elements of creativity in everyday life that is engaging for many tourists. This provides new opportunities for tourism destinations and at the same time creates new challenges, Fiona Richmond Project Manager particularly in the areas of experience development, marketing Scotland Food & and branding” Drink OECD Studies on Tourism, Food & The Tourism Experience, The OECD Korea workshop 2012 21
• Search for authentic & local food is paramount – getting closer to the source • Not about Michelin-starred restaurants – foundation is local • Rise of Craft Beer & Gin tourism • Food integrated into other cultural events – music festivals etc • Casual food tourism – street food • Millennials – driving food tourism trends – skimp on accommodation but not food – drivers of sharing economy (Eat Like a Local, Vizeat ) Fiona Richmond • Pop-ups, chef collaborations, exclusivity Project Manager Scotland Food & • Importance of digital – rise of food tourism Drink video; food tourists are social media masters 22
Working Together
Cre reating a Common Fra ramework
Cre reating a Common Fra ramework Destination Strategies: 25+
Heritage Destinations, Towns & Cities Nature & Activities Events & Festivals Business Tourism
Photo by David Gifford
Scottish Tourism Month 2018 #STM2018 STA Signature Conference 1 ST March @SEC
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