New industry campaign invites tourism businesses to consider ‘The Big Five Questions’

Published on : Saturday, October 1, 2016

1A new campaign which supports tourism businesses in delivering the sector’s ambition to grow by £1bn by 2020 has launched today in Edinburgh.‘The Big Five Questions’ invites businesses across Scotland to ask themselves questions relating to their customers, online presence, performance and productivity.

Relevant advice, tools and support from the initiative’s partners have been gathered together to help businesses tackle these areas of their business with the overall objective of strengthening the sector.

The initiative, created and hosted by the Scottish Tourism Alliance, has been a collaborative undertaking with the key public agency partners involved in the tourism sector, including VisitScotland, Scottish Enterprise, Highlands and Islands Enterprise, Skills Development Scotland, Zero Waste Scotland, Business Gateway and the Scottish Government.

The Big Five Questions focus on the themes of ‘Your Customer’, Your Digital’, ‘Your People’, ‘Your Costs’ and ‘Your Voice’, and provide quick links to the most appropriate advice around issues such as improving a business’s efficiency, investing in staff training or strengthening an organisation’s online presence.


The five questions are based on the findings from the recent Mid-Term Review of the national tourism strategy, Tourism Scotland 2020. With an industry comprising of thousands of businesses the length and breadth of the country, the campaign aims to translate these findings into achievable actions for businesses and provide quick and easy links to the broad range of advice and support available.

As highlighted in the TS2020 Mid Term Review, the tourism industry has considerable room for growth up to 2020. Although 2016 has been a strong season for Scottish tourism, Scotland remains a relatively high cost international destination and the recent uncertainty over the future of the UK economy, trading conditions and Scotland’s international reputation means that, more than ever, it is important that tourism businesses offer the best service and experiences they can.


Also being launched today is the refreshed Skills Investment Plan for Scotland’s tourism sector which, tying in closely with TS2020 and the Your People theme, sets out the tourism industry’s updated skills priorities and actions, and the Tourism Business Improvement Academy which supports greater efficiencies and sustainable growth across tourism organisations.

Scotland’s tourism strategy has a vision ‘to make Scotland a destination of first choice for a high quality, value for money and memorable customer experience, delivered by skilled and passionate people.’


Source:-Visit Scotland

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