Placing value in our international partnerships

By VisitScotland Chief Executive Malcolm Roughead

Last month, I received the welcome news that VisitScotland has been re-appointed to the Board of Directors of NECSTouR, a network of 49 European regions committed to developing smarter and more sustainable approaches to tourism development.

This is great news, not just for VisitScotland but for the country as a whole. Not only is it a recognition of the value that Scotland brings to the table on responsible destination development, but an opportunity for us to tap into experience and excellence being delivered by other destinations.

Our vision for responsible growth in tourism means looking both inside Scotland and beyond.

NECSTouR’s vision fits with our own: it’s about harnessing tourism’s power to help destinations and communities flourish. It’s about delivering impact, not just for our economy but for better places to live, work and visit. That impact happens through activity in three priority areas: knowledge and data; climate action; and tourism governance and strategy, The network delivers a range of related projects and good practice that support these priorities, driving collaboration and good practice with and for its members. The work supports responsible, place-based and data-driven development across each of the member destinations.

VisitScotland proposed that NECSTouR join Scotland in signing the Glasgow Declaration and commit to climate action in tourism. The network is now, in turn, delivering tangible support for all 49 member destinations, with the development of a climate action hub, as well as advice and support on measuring and reducing carbon. The fact that this is inspiring and accelerating the action of other destinations demonstrates real impact.

As with our wider international partnerships work, being part of NECSTouR allows us to achieve three main benefits: to showcase our work and that of the tourism industry in Scotland; identify and exchange best practice in areas of strategic benefit; and influence through collaboration with other leading destinations.

We’ve worked with international partners in a wide range of countries that share similar ambitions for responsible tourism, from the Netherlands to New Zealand, Canada, Sweden and Ireland. In November, we signed a Memorandum of Understanding in Edinburgh with Visit Flanders, which is renowned for its work in building a flourishing destination through tourism. The focus of this exchange delivers ongoing mutual benefits and prioritises destination management, responsible tourism measurement, climate action, events and inclusive tourism. More recently we have engaged with Icelandic Tourist Board and Innovation Norway on the topic of visitor management, identifying and sharing work that is delivering effective solutions. Later this year, we’ll engage with Catalonia Tourist Board on their exciting pilot projects to harness the positive power of AI for tourism. A subject that continues to spark global interest.

As with all our international activity, Scotland is seen as a partner of choice in responsible destination development.

At home our partnerships build on tourism as a force for good and it’s exciting to spotlight that on the European and global stages, while at the same time learning how others are taking forward the opportunities in delivering better places to live and visit.