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VisitScotland's Strategic Framework for 2021-2024

Overview

Organisation:
VisitScotland

Media type:
Strategy

Topic:
Community & participation

Setting:
Community, Families / residential, Individuals, Town centres / Urban, Leisure & recreation / tourism, Countryside / Rural

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The Strategic Framework summarises the scope of the work that VisitScotland will carry out between 2021 and 2024.
Aims to deliver a strategic and coordinated approach to supporting the rebuilding of the visitor economy in a responsible way, to ensure that tourism thrives.

Key statistics

13m
visitor trips in Scotland included a short walk or stroll up to 2 miles (GBTS 2019)
9m
visitor trips in Scotland included a long walk or ramble (GBTS 2019)
12.8m
tourism day trips up to 2 miles were made on foot throughout 2019, generating ?500m in spending (VisitScotland)
?39
was the average daily spend, in 2019, by a tourist who walks up to 2 miles as a a day trip (VisitScotland)
8.9m
tourism day trips more than 2 miles were made on foot throughout 2019, generating ?268.6m in spending (VisitScotland)
?30
was the average daily spend, in 2015, by a tourist who walks more than 2 miles as a day trip (VisitScotland)
VisitScotland wants to encourage a responsible approach to re-building and growing the value of tourism in Scotland. Strategic leadership, industrial partnerships are central to this, as is investing in technology to improve visitor experiences, protecting the natural environment, and being able to embrace change.
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