Key messages from Scottish Tourism Week 2007
The Scottish Tourism Forum (STF), which organised the events to raise awareness of the importance of tourism to the Scottish economy and to enhance links between private sector operators and the elected and public sectors, have noted key messages which emerged from the week.
Businesses in many parts of Scotland are concerned that the engagement with VisitScotland is not as good as it could be and that many businesses are losing confidence with VisitScotland in their area. Delegate feedback from meetings during the week included this comment: 'The relationship has changed from a business to business level to that of being simply sold marketing deals.'
Alan Rankin, Chief Executive of Scottish Tourism Forum, said: 'This is a message that we are getting from many parts of Scotland and, when added up, is a great concern to STF. I have written to VisitScotland on these matters and can confirm that a meeting is scheduled to discuss this issue as a matter of urgency. In addition we are also picking up concern over local business development partnerships being further undermined due to the uncertainty over the future of Scottish Enterprise?s Business Gateway offices.'
Concern has also been voiced over the effectiveness of VisitScotland.com. Rankin added: 'Industry concerns over VisitScotland.com have been well documented of late and STF are supportive towards the new suite of products being launched by VisitScotland.com towards the end of April. It is hoped that these new products address many of the concerns voiced by small businesses regarding commission rates and advertising listings on the national e-portal.'
The Scottish Tourism Forum remain concerned that as VisitScotland and VistiScotland.com are so closely linked, that dissatisfaction with either party generates an overall negative feeling towards the national tourism agency and our national web portal, and that this is not contributing to better collaborative working.
Industry feedback highlighted the issue of sharing market intelligence between businesses and between VS and the industry, all of which should contribute, it was felt, to 'smarter marketing' and more advised decision making around better joined up marketing campaigns. The TFFC has recognised this and has established a Tourism Intelligence Unit that has met with an industry based Tourism Research Network with the express objective of making market intelligence more readily available and up to date. Businesses are also keen to share customer feedback information in order to measure customer satisfaction levels.
During Scottish Tourism Week 2007 the Minister for Tourism attended three events and over forty MSPs signed up to attend the industry reception at Holyrood. The main political parties participated in a lively Tourism Hustings event where forum members were heartened by the recognition shown by the MSPs to the Scottish Tourism Forum's Manifesto, 'Profitable growth for a sustainable future'. Over 25 MSPs, MPs and Councillors signed up to the Politicians' Challenge and met with tourism businesses to better understand the issues and challenges facing the industry and many more indicated a willingness to go out and meet with tourism businesses in their area in the coming weeks.
Businesses in many parts of Scotland are concerned that the engagement with VisitScotland is not as good as it could be and that many businesses are losing confidence with VisitScotland in their area. Delegate feedback from meetings during the week included this comment: 'The relationship has changed from a business to business level to that of being simply sold marketing deals.'
Alan Rankin, Chief Executive of Scottish Tourism Forum, said: 'This is a message that we are getting from many parts of Scotland and, when added up, is a great concern to STF. I have written to VisitScotland on these matters and can confirm that a meeting is scheduled to discuss this issue as a matter of urgency. In addition we are also picking up concern over local business development partnerships being further undermined due to the uncertainty over the future of Scottish Enterprise?s Business Gateway offices.'
Concern has also been voiced over the effectiveness of VisitScotland.com. Rankin added: 'Industry concerns over VisitScotland.com have been well documented of late and STF are supportive towards the new suite of products being launched by VisitScotland.com towards the end of April. It is hoped that these new products address many of the concerns voiced by small businesses regarding commission rates and advertising listings on the national e-portal.'
The Scottish Tourism Forum remain concerned that as VisitScotland and VistiScotland.com are so closely linked, that dissatisfaction with either party generates an overall negative feeling towards the national tourism agency and our national web portal, and that this is not contributing to better collaborative working.
Industry feedback highlighted the issue of sharing market intelligence between businesses and between VS and the industry, all of which should contribute, it was felt, to 'smarter marketing' and more advised decision making around better joined up marketing campaigns. The TFFC has recognised this and has established a Tourism Intelligence Unit that has met with an industry based Tourism Research Network with the express objective of making market intelligence more readily available and up to date. Businesses are also keen to share customer feedback information in order to measure customer satisfaction levels.
During Scottish Tourism Week 2007 the Minister for Tourism attended three events and over forty MSPs signed up to attend the industry reception at Holyrood. The main political parties participated in a lively Tourism Hustings event where forum members were heartened by the recognition shown by the MSPs to the Scottish Tourism Forum's Manifesto, 'Profitable growth for a sustainable future'. Over 25 MSPs, MPs and Councillors signed up to the Politicians' Challenge and met with tourism businesses to better understand the issues and challenges facing the industry and many more indicated a willingness to go out and meet with tourism businesses in their area in the coming weeks.
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