A new plan has been unveiled to breathe life into Scotland's tourism industry. Announcing an 11m boost for the industry, Enterprise Minister Henry McLeish said he wanted to change the emphasis of the industry and generate an extra 500m for the economy. High among his priorities are online booking, e-commerce and a new marketing campaign. Single destination Measures announced also include the promotion of niche marketing such as business trips, golfing holidays and tracing family trees. We want to shift from generic marketing to niche marketing, we want to improve quality.
Technology is the key.
There are many positive things happening, but overall, I just want the industry to be more confident, more aspirational and set our ambitions much, much higher. Activity holidays like skiing feature in the strategy Until now, the Scottish Tourist Board has focused on generic marketing, selling Scotland as a single destination. Welcoming the announcement, board chairman Lord Gordon of Strathblane said he was delighted the executive had moved tourism to the top of the political agenda. What is important as far as our industry is concerned is that this is a unique and important opportunity for Scottish tourism to come of age, recognise the faith that Government has placed in it and unify behind a new vision for tourism. I believe that's got to be focused on.