Scottish Government

DRAFT November 2005

ISBN 0 7559 1273 X (Web only publication)

This document is also available in pdf format (932k)

January 2006

Contents

Scottish Tourism - Framework for Change - A Draft

Our Market -
What's happening across the globe?
What's happening in Scotland?
What do our visitors think of us?
What are Scotland's key markets
How are Scotland's markets changing?
What will our markets look like in 2015?

Our Ambition -
Is 50% revenue growth sustainable?

A Framework for Change for the next decade -
Knowing your market
Exceeding visitors' expectations
Marketing your product
Being Sustainable

Targets and Measurements of Success