Strategy 2020

Tourism Scotland 2020 (TS2020) is the ambitious national tourism strategy. Developed by the industry for the industry, TS2020 is supported by all tourism trade bodies and public sector agencies in Scotland. The Scottish Tourism Alliance (STA) is responsible for coordinating activities which are overseen by an industry group including a representative from Business Tourism for Scotland.
The vision is clear – make Scotland a first-choice destination for high quality, cost-effective and memorable experiences delivered by skilled and passionate people.
Going from good to great is vital to growing Scotland’s business tourism. We can create exceptional experiences when combined with Scotland’s other assets.
A thriving business tourism industry needs Scotland to develop the capabilities of our businesses in certain key areas.
People are the lifeblood of any tourism business or destination and skills development is critical to growth.
Tourism is an intensely competitive business. We must constantly exceed visitors’ expectations and enhance their experiences.