Tourism Top Of The Agenda

22nd May 2008

Tourism will be top of the agenda next week when The Highland Council's Planning Environment and Development Committee welcome VisitScotland's Chief Executive Philip Riddle.

As well as outlining the recent changes to VisitScotland's structure that follow on from last autumn's government review, Mr Riddle will brief Councillors on VisitScotland's new market segmentation approach to marketing. The outstanding scenery, the wildlife and natural environment of the Highlands, the range of available activities and the distinct culture mean the Highlands are well placed to benefit from this new approach.

Councillors will also be asked to consider a new Partnership Agreement with VisitScotland that will seek to further develop the joint working between both organisations to ensure the Highlands retains a competitive advantage over other destinations. Unlike many overseas destinations where national marketing is carried out by a national tourist board but other activities such as tourist information are offered by a local organisation and focus only on that locality, the system in Scotland sees all these services provided by the one body - VisitScotland. The partnership between the Council and VisitScotland is therefore designed to ensure that VisitScotland also undertake local activity that is coordinated with and complements national activity, thereby helping encourage visitors to the Highlands.

Chairman of the Planning, Environments and Development Committee, Councillor Drew Hendry said: "Tourism is the backbone of our economy and one of the key aims of the Council Administration is to make sure that the Highlands are promoted vigorously. We will seek innovative ways of working with VisitScotland, and others, to further develop this major industry. I am looking forward to hearing from Philip about some of the new ideas that VisitScotland will be running to promote the Highlands as a holiday destination both nationally and internationally."

Tourism is the Highland's largest industry and in 2006 accounted for:
~ £637million of direct expenditure;
~ £153million of indirect expenditure;
~ 14,500 jobs (14% of the workforce) - excluding the tourism related self employed.

UK residents made 1.93million tourist trips to the Highland area in 2006 with visitors from overseas making a further 0.52million trips.

Philip Riddle was appointed Chief Executive of VisitScotland on 16 July 2001. In 2007 he was awarded an OBE for services to the tourist industry.