I have a picture of a sheep. I use it in presentations to inspire Scots with the enormity of the opportunity in our grasp next year.

It’s a sheep on a hill in New Zealand and I use it to signify the economic disaster the country faced with their farming crisis in the 1970s: and how as a nation it decided to turn their country into a leading tourist destination. To have achieved that as it sits on the edge of the world is remarkable.

Thankfully Scotland does not face the same challenges. But in 2014 the opportunity to learn from those that have repositioned their nations as tourist destinations is paramount.

Last week a pal visited me to deliver a stern message. He had been to the Rugby World Cup in New Zealand and, as he explained, from the moment he boarded the plane, wherever he went in New Zealand and whomever he met, he was made to feel welcome. He came to feel he was visiting somewhere special. To feel part of something special. To want to come back and see them again.

Flying Air New Zealand is an experience unlike any modern airline. It appreciates that to be competitive it has to be better  than its competitors hence the introduction of innovations such as skycouches, three ordinary economy seats that turn into a cosy double bed for two with duvets and pillow. Even a few days after you have returned home the purser on your flight will email a personal thank you.

My pal’s point was, is Scotland similarly ready for 2014? Can we deliver when it’s our turn on the world stage. The answer is we can … and we will.

Focus next year will be on the spectacles of the Commonwealth Games and the Ryder Cup. Additionally, Homecoming will feature hundreds of events. There will be something for everyone, every community, across the whole of Scotland. Perhaps the greatest opportunity of 2014 is that without doubt every Scot will meet visitors and have the opportunity to provide a personal Scottish welcome. 

This is the Year of Natural Scotland and the question I have been posing is to Scots. Every Scot admires our fabulous natural environment. But do we know Natural Scotland? All of it? All our islands?

BBC Scotland is currently airing Hebrides: Islands On the Edge. Has every Scot visited the Hebrides recently, or ever? What about the rolling hills of the Borders and the tranquillity of Dumfries and Galloway? National Geographic believe the spectacular Moray coastline to be in the top 10 in the world. Have you seen it?

CNN said Scotland is the top destination to visit in 2013. Yet we know a large percentage of our own population have never taken a holiday in their own country. How many Scots have yet to discover the wonders of our national parks? How many Scots have never been north of Inverness?  How many Scots have never been north of Perth?   

To create a balanced and sustainable industry we need to smooth out seasonality. To achieve that we need to entice Scots to get more out of Scotland. The staycation phenomenon is being fuelled by Scots getting out, going somewhere new, trying something different and enjoying it so that they want to do more.

This year my hope is that as many Scots as possible get the most out of Scotland and get into the mood to showcase our country, our people and our ambition to the world in 2014.

I fear we have been complacent. Tourism is Scotland’s biggest, some would say greatest, industry. The world doesn’t owe us a tourist industry. We need to position ourselves as proud, confident and welcoming and that’s not just the tourism industry – that’s every man, woman and child in Scotland saying: “Welcome to my home”.

VisitScotland’s focus has been winning the next generation of sporting events and conferences. A spectacular line-up is already coming together that will give Scotland a platform to attract the world to visit us throughout this decade.

With every Scot behind Scotland’s tourist industry we will encourage the world of tourism, travel and leisure to invest in Scotland. We will reposition Scotland as a place to visit with young people across the world, and inspire our own young people to consider careers in the industry. We will encourage Scots to get more out of Scotland.

 

Mike Cantlay is chairman of VisitScotland