Like any sensible strategist Mr Tom Buncle of the Scottish Tourist Board believes in getting his retaliation in first. Not that anyone would be daft enough to suggest that under the new Holyrood dispensation the vital tourism industry should be lumped in with a heritage department rather than with the wholly appropriate industry department. Or would they? The tourism industry in Scotland is developing slowly and with difficulty but it is developing, and the last thing it needs is to be subjected to any pressures which are unconnected with the core objective of attracting visitors to Scotland from a wide variety of locations and ensuring that they have a wonderful time when they get here. Mr Buncle is clearly worried about interference which might come from ideologues in heritage who would be inclined to argue endlessly on what is the essence of Scottishness and which image should be the one
chosen to represent the nation. As any tourism expert will tell you it is essential to tailor the message to the particular markets you are aiming at. That means that the image of Scotland projected in different countries should try to reinforce what already is perceived to be attractive about Scotland in those markets. Educating potential visitors before they have even decided to come would be a disaster.
That said, the proper marketing techniques will be of little use if the industry on the ground stagnates and, in the context of Lord Sewel's policy statement on rural
Scotland today, it is essential that tourism
in Scotland, and perhaps particularly in rural Scotland, is given its proper place
and a proper level of stable funding. Lord Sewel will not be talking about money
when he announces what is in essence a document for consultation but his statement signals a real opportunity for those in the rural tourism industry, which is suffering badly this year, to formulate their thoughts on the future concisely and effectively, thereby laying the groundwork for concrete ways in which government can help tourism in the future. Tourism makes a very significant contribution to the Scottish economy; it is a business which should be helped to grow further.
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