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The opportunity for tourism businesses

From our research and experience with the creative sector in Scotland we believe that:

There is a lack of knowledge or experience to envision how creative industries could help tourism businesses and increase the levels of innovation within an organisation. 


There is a lack of confidence in building business opportunities amongst creative individuals/groups.

There is an interest from the tourism sector to work with creative business to create authentic, hands-on experiences but resilience to invest time or money in setting up these relationships.

There are challenges that the tourism sector face that could be supported by creative industries input.

There is a desire for more joined up thinking between people working in culture, heritage and the arts and those in the tourism sector.

Tourism businesses want a point of contact who would be able to arrange personalised activities for their clients.

There is a lack of confidence amongst creative individuals/groups in building business opportunities.

The challenge for tourism businesses

Trends in Tourism as set out in the  ‘Megatrends Impacting Scottish Tourism to 2025’ report emphasis that sustainability, technology and connectivity are what should underpin all changes in tourism going forward. The four ‘megatrends’ (defined as “long-term change in behaviour or attitude with global impact across multiple industries”) highlighted in the report were:


Developments in technology increase the desire for an enhanced visitor experience with trends suggesting that people are seeking authenticity and uniqueness. 


Shifts in social trends such as: an increasing ageing population; smaller, non traditional family units etc. drive the need for a new way to travel.


Visitors are seeking more excitement and adventure in their travels pushing the tourism offer to be more inspiring and to include seamless connections.


The creation of Smart Destinations which use innovative technology to influence and improve the visitor experience.

Motivation for people to visit Scotland from the most recent VisitScotland Visitor Survey:

50% for the scenery and landscape 

33% for the history and culture 

24% because they have spent a holiday / short break here before and wanted to do so again

35% because Scotland is a place they have always wanted to visit