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Visit Scotland new broom chairman clears deck for action
See exclusive video interview: CLICK HERE
New chairman, new chief executive look for elusive 50% growth target announce guerrilla campaign and plan to include sustainability in quality standards
“I don’t think Scottish Tourism has seen such a change”
In an exclusive video interview with Vision on Sustainable Tourism, new chairman of VisitScotland, tourism entrepreneur Mike Cantlay, all but confirmed that Philip Riddle’s controversial departure was caused by the lack of progress on the organisation’s stated aim of a 50% revenue growth by 2015.
Said Mr Cantlay “I’ve come here specifically to tackle the growth agenda – we’re half way into a ten year plan to increase revenue by 50% and growth so far has been minimal. My objective is to focus on the step changes needed to achieve this sustainable growth”
The agency has unveiled a £5 million, four- part guerrilla marketing campaign to tackle the growth issue and the ash issue that clouded Scotland’s airline arrivals. The campaign is hoped to bring in some £100 million of business in just weeks by focusing on near European markets, the UK and, for the first time, the domestic Scottish market.
Acting Chief Executive Malcolm Roughead has now taken the hot seat and one of his first suggestions apparently is the idea of incorporating an element of sustainability in the Scottish quality standards scheme.
Said Mike Cantlay “Sustainability is an open goal for Scotland” “Watch out for new initiatives.”
The new chairman, a globetrotting Scot with deep interests in Scottish tourism ranging from tartans to whiskey and who is also Convenor of the Trossachs and Loch Lomond National Park – has high hopes for the 40 million Scottish diaspora.
The Homecoming Legacy is set to run and run, with forthcoming themed years – this year’s is food and drink – next year active.
VisitScotland’s new chairman hit the local headlines in recent weeks over the abrupt departure of Philip Riddle as CEO. This followed reports that the chairman told him he no longer had a future at the organisation after nine years at the helm.
Mr Cantlay told the press then that it had been the unanimous view of the VisitScotland board that it was probably the right time for a change.
Valere Tjolle
Valere Tjolle is editor of the Sustainable Tourism Report Suite, special offer at: www.travelmole.com/stories/1142003.php
Valere
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