Scotland on the Global Stage: Next Steps for Tourism

This event will examine the culture and tourism industry in Scotland and the next steps for supporting the industry to cope with increased demand and future growth.

Tourism has increased 17% since 2011, with 2.7 million oversees visitors last year

In April the Scottish Government published Tourism in Scotland: The Economic Contribution of the Sector and the national strategy– Tourism in Scotland 2020 - is nearing its end. With current unprecedented political and economic circumstances, now is the time to examine what more we can do to maintain the success of the sector and cement Scotland’s place as a tourism hotspot.

The tourism industry is a cornerstone of the Scottish economy, and is central to the success of towns, cities and regions across the country. For the sixth year running, Scotland has outperformed the rest of the UK in attracting visitors to its tourist locations. With the sector continuing to grow at a steady rate, what can we do seize the opportunities presented and mitigate the challenges?

Join us on 22 November as we get up-to-date on the current policy priorities and examine the opportunities for growth and sustainability with expert speakers.

Key issues we’ll examine with you

  • Examining Tourism in Scotland: The Economic Contribution of the Sector and understanding the impact of tourism on Scotland’s economy
  • Supporting the tourism workforce across various regions and settings and key skills priorities for the sector, and understanding and protecting employee rights
  • Recognising and understanding local assets in your area, and delivering consistent, quality experiences in both urban and rural contexts
  • Driving the development of ideas, insight and services using data
  • Future-proofing – innovation and investment in the sector
  • Partnership working across sectors to deliver a sustainable tourism sector

Confirmed speakers

  • Cat Leaver, Project Director, Brand Scotland 
  • Marc Crothall, Chief Executive, Scottish Tourism Alliance
  • Josh Ryan-Saha, Data-Driven Innovation Lead - Tourism and Festivals, The University of Edinburgh
  • Lawrence Durden, Tourism Industry Manager, Skills Development Scotland
  • Jane Hogg, Director of Commercial Services, Live Borders

Is this event for me?

This event is relevant to anyone working within the culture and tourism industry in Scotland, and those involved in promoting and sustaining Scotland’s heritage, including:

  • Head of Tourism/Tourism Managers/Project Managers
  • Business analysts, partnership managers
  • Events managers
  • Hospitality managers
  • Policy advisors/officer working in culture and tourism
  • Economic development specialists
  • Community councils/community advocacy

Agenda*

09:30    Registration and Refreshments

10:00    Welcome and Introduction from Chair

10:05    Session 1: Experiments using data for tourism 

10:05   Josh Ryan-Saha, Data-Driven Innovation Lead - Tourism and Festivals, The University of Edinburgh

            Joshua will lead an interactive session to explore how Scotland’s tourism sector can get started in using data technologies and methods to address the sectors most pressing current challenges. 

11:00    Questions and Discussion

11:20    Refreshments and Networking

11:40    Session 2: Building Scotland's Brand

  • Overview of the national strategy Tourism Scotland 2020
  • Progress to 2020: key initiatives
  • The opportunities and challenges to 2020 and beyond
  • Examining Tourism in Scotland: The Economic Contribution of the Sector and understanding the impact of tourism on Scotland’s economy

11:40  Cat Leaver, Project Director, Brand Scotland 

12:00 Tourism Scotland 2020

  • Performance to date and future outlook
  • Planning for beyond 2020

Marc Crothall, Chief Executive, Scottish Tourism Alliance

12:20    Questions and Discussion

12:50    Lunch and Networking

13:50    Session 3: Sharing Good Practice

A number of case studies will highlight successful inititaves in the tourism industry. 

Speakers include: 

  • Lawrence Durden, Tourism Industry Manager, Skills Development Scotland
  • Jane Hogg, Director of Commercial Services, Live Borders

14:50    Questions and Discussion

15:20    Closing Remarks from Chair

15:30    Close of Event

*Agenda subject to change

 

Venue

NASUWT, 35 Young Street North Lane, Edinburgh | Map

Costs

Delegate rates (excluding VAT):
  • Discounted rate: 1 place £145 + VATpp (Voluntary / charitable organisations with an annual income of less than £1m)
  • Reduced rate: 1 place £245 + VATpp | 2+ places £195 + VAT per place (Central government departments and agencies, local authorities, universities, colleges, NHS, police, professional associations and voluntary / charitable organisations with an annual income over £1m)
  • Full rate: 1 place £295 + VATpp | 2+ places £245 + VAT per place (Commercial organisations e.g. plc, Ltd, LLP)
For all event enquiries please email enquiries@holyrood.com or call 0131 285 1635
Dates
22 November 2018

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