Chairman’s reflections on 2023

By Lord Thurso, Chairman of VisitScotland

The end of another year is often a time of reflection, and I hope you will indulge me as I look back on not just the past 12 months but my tenure as VisitScotland Chair. A role that will end for me, and begin for another, by next spring.

This seemed like a pertinent time to look back, my final Christmas as Chair. VisitScotland is one of the organisations I’ve been most proud to be part of. I’ve had the honour of being in this position for eight years, one of our longest serving Chairs.

I started during a period of buoyant optimism. We’d had the winning years and a host of major events – Scotland was firmly competing on the global stage and our reputation was unimpeachable.

In my first few years, I had the pleasure of discovering huge swathes of Scotland that I had never seen before. Meeting the people at the heart of this valuable and vibrant industry. I was able to learn, understand and sometimes even experience, at every corner of the country, the things that draw visitors from across the globe. Of course, as is well documented, the events of 2020 would lead to one the most challenging periods of tourism in living memory.

But in this time of great adversity, I have often been reminded of the grit, determination, and resilience of Scottish tourism. During that time, I was incredibly proud of the way we pivoted from a marketing organisation to a grant-giving one, then back again to help build demand when travel resumed. In the wider industry, I was touched by examples of innovation, dedication, and camaraderie to rebuild and grow, attitudes that continue to this day despite new economic and regulatory challenges.

The road to recovery has not been easy but the end destination remains the same; Scotland is a leader in 21st Century tourism with a thriving, responsible visitor economy.

This plays into my fundamental belief that Tourism is a Force for Good. It is an economic good. It not only creates wealth, but it can spread wealth from bustling cities to remote rural areas, such as croft and island populations, where they need it the most.

However, with that there are two challenges – social and environment – this is why responsible tourism is such an important theory to ensure that there is a minimal impact on communities.

Take the North Coast 500 for example, there are businesses on the route that would not have been able to survive without visitors. Its creation has ensured that these businesses remain open. But as a result of that there are issues around over-tourism. This is a big challenge, and we must ensure that communities are part of the solution if we want to support the sustainable growth of tourism.

But tourism is about much more than simply economics. I firmly believe that on a personal level, we all need leisure for our own wellbeing. Whether that is spending a week fishing getting bitten by midges or a week relaxing on a beach – a holiday refreshes and re-energises us, which in turn can make us better people. What other industry can say it has such an effect!

And for those in hospitality, what a privilege to be helping shape many of the memories that people cherish during holidays with loved ones. Whether it is on transport, in a shop, or hotel – hospitality is a core value in society and why so many people enjoy it. And something Scotland is good at.

Something else I hope we will become widely recognised for is our commitment to responsible tourism. It is a concept I have long championed. I believe we all have a duty of care to protect and preserve the natural and cultural assets which makes Scotland so special.

It’s been hugely encouraging to see a general appreciation from both visitors and industry about the need to consider our collective actions in light of the climate emergency. Both people and places want to make a difference. In 2024, as an organisation we will continue influencing and supporting everyone to make more sustainable choices, promoting the importance of slow tourism to ensure minimum impact but maximum gain.

I think we have achieved a fair deal in the past eight years. I look forward to seeing the industry evolve and grow because the world is changing and we must move with it. For Visitscotland, as well as adapting to ensure we meet the needs of both visitors and businesses, we also need to respond to changes in technology, such as artificial intelligence.

Fortunately, as an organisation, we have an excellent track record when it comes to change, embracing opportunities and addressing challenges as they emerge. That will continue in the years to come as we realise our vision for Scotland to be one of the most economically, environmentally and socially sustainable destinations in the world.

With the ongoing economic uncertainty, there will undoubtedly be difficult decisions to be made across the industry but I’m confident that the people, the fabric of this incredible sector will steer it on a course for success.