Tourism Framework for Change

Tourism Framework for Change - Final document

The Tourism Framework for Change (TFFC) embraces the joint ambition between the private and public sectors for tourism in Scotland to grow by 50% by 2015.

The TFFC  was jointly launched in March 2006 by the Minister for Tourism, Culture and Sport, Patricia Ferguson and Peter Taylor, Chairman of the Scottish Tourism Forum.

View or download the Tourism Framework for Change (PDF, 1Mb)

The industry has now entered into the phase where the implementation of the strategy is required to achieve the growth target. In order to clarify the key aspects of TFFC the strategy has identified five themes. The themes are listed below with the key issues identified for each theme.

Each theme has an industry champion who will chair a group dedicated to meeting a range of targets. The champions will in turn report on progress to the Monitoring Group who in turn reports directly to the Minister for Tourism.

1. Market Intelligence and Innovation Implementation Group - Champion: Robin Worsnop, Rabbies Trail Burners

  • Are businesses collecting feedback and using it to inform their strategies?
  • Is effective research being done and effectively disseminated in order to drive innovation?
  • Are businesses becoming increasingly innovative, spotting the emerging trends of visitor needs and working together to plan the product and sector development needed to meet them?
  • Are culture, events and sport being used to best effect locally to boost tourism? 

2. Marketing Implementation Group - Champion: Ian Gardner, National Trust for Scotland

  • Is effective and co-ordinated marketing being carried out for all parts of Scotland?
  • Are businesses making increasingly good use of e-technology?

 3. Customer Experience Implementation Group - Champion: Fiona Colley, Glasgow Science Centre

  • Are tourism businesses using their customer feedback to raise the quality of their visitor experience so that they exceed visitor expectations?
  • Are tourism businesses leading and managing their people in such a way that there is year on year improvement in staff satisfaction and customer satisfaction, resulting in year on year improvement in productivity?

 4. Sustainability Implementation Group - Champion: Tom Brock, Scottish Sea Bird Centre

  • Are tourism businesses becoming increasingly sustainable?

5. Corporate Scotland and Infrastructure Implementation Group - Interim Champion: Marjory Rodger, Confederation of Passenger Transport UK

  • Do we have the minimum amount of regulation necessary, so that growth of the tourism industry is not constrained?
  • Are the strategies of VisitScotland, Scottish Enterprise and Highlands and Islands Enterprise aligned?
  • Is transport planning contributing to tourism growth?
  • Are local businesses exceeding their visitors' expectations by providing information about local transport issues, and introducing innovative and sustainable ways of working with transport providers to help their visitors?
  • Is tourism being taken into account across the Scottish Executive as part of its policy development?

Background Reports

The Framework for Change (March 2006) sets out the Tourism Strategy and came about through a series of industry consultations throughout 2005.

Following an in-depth, online survey of the industry, the Scottish Tourism Forum compiled the Executive Summary and Report in 2005. This included the Forum response, Forum members' submissions and the input of the Tourism Innovation Group and British Hospitality Association amongst others.

The reports are available below. Please note that these, and all other reports on this page are in PDF format, for which you will require Adobe PDF Reader. This should be on your system by default, but if not you can download it free from Adobe's website.

Strategy for Scottish Tourism 2000

The Executive's previous Strategy for Scottish Tourism was published in 2000, aligned with Smart Successful Scotland (SSS). This set out five priority areas for action:

  • marketing
  • e-tourism
  • quality
  • skills
  • restructuring of the public sector support structure.

The strategy was underpinned by concrete objectives and actions which were set out in the Tourism Framework for Action (TFFA) published in 2002.
There has been considerable progress since the Strategy and TFFA were developed, and some of this is set out in the following document:
Briefing on the Tourism Strategy Refresh (PDF, 36Kb)

 

 

The voice of the tourism industry