Scottish Tourism – The Road Map to 2025
The first task of the group in 2004/5 was to construct a road map of the future which includes two scenarios for 2015 and two scenarios for 2025. This road map identifies a number of opportunities and threats within each scenario and concludes with a strategy that ensures success

Over the last 12 months, a set of scenarios has been produced which clearly maps out the direction of Scottish tourism.

Four scenarios have been created that explain the future, each scenario is clustered around the following themes: Economic and Political Environment; Scottish Tourism; Products, Markets and Tourist Attributes.

The High Road

1. The Short Break Destination 2015 (£7.5bn value) Scenario sees Scotland positioned as the short break destination, in which tourism is based upon consumerism, culture and play.
2. The Dynamic Scotland 2025 - (£14.5bn Value) Scenario sees Scotland as a dynamic country that accepts a diversity of views.

The Low Road

1. The Yesterday’s Destination 2015 (£5.1bn Value) Scenario sees a Scottish tourism industry based upon the past, a world of icons and complacency (we dream of glory and the past) - the problem is the past isn’t quite good enough.
2. Finally, Exclusive Scotland 2025 (£3bn Value) sees a Scottish economy that has failed as deflation has taken the soul out of the country.

Key points
The Scenario Planning group believe that Scenario 1 - the Short Break Destination should be the foundation of the Scottish tourism industries ambitions for the future. In order to deliver success and ambition, the industry need to ensure that:

• Tourism is everyone’s business.
• The tourist is the central focus
• Our immediate ambition is to grow the value of Scotland’s tourism by 50% by 2015 and our long term ambition is grow Scottish tourism by 200% by 2025

View the report
Due to the size of the report, it has been split into nine sections. Each one will open in a new browser window.

Contents & Introduction (PDF 319Kb)

Executive Summary (PDF 264Kb)

Chapter 1 – Tourism Overview (PDF 154Kb)

Chapter 2 -The Context of Scottish Tourism Tomorrow (PDF 233Kb)

Chapter 3 - The Scenario Planning Methodology (PDF 216Kb)

Chapter 4 - The Scenarios (PDF 536Kb)

Chapter 5 - The Drivers (PDF 1,369Kb)

Chapter 6 - Policy Implications of the Scenarios (PDF 402Kb)

Chapter 7 - Conclusions and ensuring change happens (PDF 245Kb)

Further Information
For further information please contact research@visitscotland.com