Scotland Outlook 2030, Scotland’s national tourism strategy, was launched just before Covid in early March 2020 and has the overriding ambition for Scotland to become the world leader in 21st century tourism.
But five years on, how have things progressed towards the goals of the Strategy?
The Scottish Tourism Alliance commissioned 56 Degree Insight to ascertain amongst Scots what they think already makes Scotland a world beating destination, and where it currently falls down compared to its competitors. We placed a series of questions in our most recent ‘Scotland’s Viewpoint’ survey and some of the key findings were discussed at the STA’s Signature Conference yesterday in the breakfast briefing with First Minister, John Swinney, Minister for Public Finance, Ivan McKee and STA Chair, Rebecca Brooks.
While Scottish adults believe there are positive signs in our goal to become the world leading tourism destination, there’s still some work to do particularly in terms of transport infrastructure, service and value for money before we can claim to be ‘world class’.
You can download the report from the 56 Degree Insight website.