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ASVA is encouraging its members to take advantage of the opportunity to contribute to the development of an ambitious 10-year National Strategy which will drive Scotland’s economic transformation as the country recovers from COVID-19 and transitions to a net zero economy.

An Advisory Council comprising business leaders, academics and economists has been appointed to shape the new National Strategy For Economic Transformation, which is expected to be published in late autumn. Drawing on their extensive expertise, experience and insight, the Advisory Council (whose members are listed here) will formulate bold ideas to transform our economy.

In addition, the Scottish Government is calling on businesses, employees and stakeholders right across Scotland to get involved in the strategy’s creation. People throughout the country are invited to submit their views and ideas on how the country can work together to deliver ‘greater, greener and fairer prosperity’.

This is your chance to have your say in how Scotland’s economy should be driven forward, and ensure your opinions and suggestions are not only taken into account but also potentially included in Scotland’s new National Strategy For Economic Transformation. You should submit your contribution by email before the deadline of 27 August to: EconomyCovid-19StakeholderUpdatesMailbox@gov.scot.

Commenting on the aims behind the National Strategy For Economic Transformation, Cabinet Secretary for Finance and the Economy Kate Forbes MSP, said:

“As we recover from the pandemic our focus rightly turns to what kind of society and economy we want to rebuild. A fair economy that delivers for everyone is our guiding principle. As well as continuing to support businesses to open, trade and rebuild across Scotland, we are firmly focused on delivering an economy that is fit for the future.

“The pandemic has led to fundamental shifts in sectors such as retail, and changed the way many businesses operate with more online trading and remote working. As well as continuing to support businesses to open, trade and rebuild, we need to build on these innovations and guide our economy to the industries and opportunities of the future. To achieve this, the Scottish Government has committed to delivering a new 10 year National Strategy for Economic Transformation.

“Bold and ambitious, this strategy will drive transformational change by focusing on setting the conditions that will unleash Scotland’s entrepreneurial potential and create the industries of the future. As well as growing our competitive business base, this strategy will support businesses in the transition to net zero and deliver new, good and green jobs across Scotland.”

The full statement by Ms Forbes on the National Strategy For Economic Transformation is available to read here.

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A series of surveys undertaken by leading Scottish tourism organisations has revealed the extent to which many industry sectors are struggling financially as a result Covid-19 and desperately require further Scottish Government action.

The four organisations – ASVA: Association of Scottish Visitor Attractions, ASSC: Association of Scotland’s Self-Caterers, Wild Scotland and Sail Scotland – claim that the findings of their surveys demonstrate the urgent need for policy changes to ensure the viability of their sectors.

ASVA’s survey, undertaken in partnership with the Moffat Centre at Glasgow Caledonian University, was completed by 178 organisations representing over 350 visitor attractions. It showed 71% of the sector has re-opened, however 90% percent of these attractions are not recovering from the impact of the pandemic. Less than one in four is operating at an economically sustainable level and 46% of attractions fear their business will be unviable if physical distancing and international travel restrictions persist beyond the end of this month.

ASSC found that 32% of self-caterers were operating at reduced capacity, 16% simply breaking even, and a further 16% being open but financially unviable. Larger self-catering premises have been particularly badly impacted due to household meeting restrictions.

Meanwhile, Wild Scotland reported that out of those surveyed across the wildlife, adventure and activity sector who can reopen, more than one third saw their futures as unviable with 55% operating at under 50% capacity. Group size restrictions and physical distancing remain the most significant challenges severely impacting over 50% of businesses surveyed. It was also reported that if international restrictions remain almost a third of those surveyed will see their turnover reduce by 51%.

Furthermore, Sail Scotland reported 80% of charter and small cruise ship operators surveyed said they were trading at unsustainable levels under current guidelines. Group size restrictions along with physical distancing reduce the viability of the sector. Some 87% of respondents confirmed that lack of clarity and direction by the Scottish Government around guidelines for the sector were seen to be having a severe and crippling impact.

Collectively, the group of organisations has called for new and additional government grants to help their sectors survive until normal service can be resumed, clearer and more timely communication from the Scottish Government, the easing of household restrictions, and changes to physical distancing measures.

ASVA Chief Executive Gordon Morrison said: “Our latest survey has confirmed that Scotland’s attractions sector is on its knees and desperately needs additional and significant financial support.

“Whilst there has been much talk of a recovery and staycation boom this year, as it stands under 2% of attractions are operating with turnover figures comparable to 2019. For as long as we see the continuation of 2 metre physical distancing and international travel restrictions, it will be impossible for the majority of attractions to recover from the devastating impact of the pandemic.  Business confidence remains very low, with fewer than one in five attractions optimistic about their financial performance for the next 12 months.

“Without Governmental intervention to help their survival and recovery, we are in real danger of some of our country’s most iconic attractions closing for good. These are not only the jewels of our £12billion tourism industry, they are integral to our culture, heritage and communities. Their loss would be catastrophic for Scottish tourism and for Scotland so we must ensure we sustain them and secure their future.”

The summary report of the ASVA / Moffat Centre summary report is available here. 

ASSC Chief Executive Fiona Campbell said: “These surveys from people across the length and breadth of Scottish tourism show one thing very clearly; important parts of our sector are falling through cracks in the Scottish Government’s response to COVID-19.

“While those of us in self-catering, alongside our colleagues in the other parts of Scotland’s tourism offering, have done everything we can to help the national effort against this virus, we simply have not had the support and clarity that we need.

“On behalf of my sector, and the others who have produced this deeply concerning data, I want to send a very clear message to those in power; help us before it’s too late.”

Wild Scotland Manager Victoria Brooks said: “Collectively as sector representatives, we have been battling away for months to support businesses across these vital sectors, the message has been loud and clear – more financial support is needed for those that are being severely impacted by restricted trading as a result of physical distancing, international travel restrictions and group size restrictions.  

“There is a real concern for the future as we head towards another winter following a second summer of restricted trading.  This is a sector with significant potential to drive tourism recovery with the increasing popularity for nature and the great outdoors. However, to fulfil this demand we need the Scottish Government to step up and support these important sectors to ensure survival”

Sail Scotland Chief Executive Alan Rankin said: “Month after month after month we have been advising the Scottish Government boat operators in the charter and small ships cruise sector were facing catastrophic market failure. The survey results have unfortunately confirmed such stark predictions.

“Operators have a short six-month season with 90% saying they will have 4 or less months trading this year and 80% confirming they are trading at unviable levels. Boat operators missed out on previous grants as they did not qualify under schemes requiring business rated premises.

“Marine tourism is a force for good bringing valuable trade to rural coastal and island economies. The knock-on effect of this sector failing has wider ramifications than loss of direct employment, skills and maritime assets built up over the years.”

hilst there has been much talk of a recovery and staycation boom this year, as it stands under 2% of attractions are operating with turnover figures comparable to 2019. For as long as we see the continuation of 2 metre physical distancing and international travel restrictions, it will be impossible for the majority of attractions to recover from the devastating impact of the pandemic.  Business confidence remains very low, with fewer than one in five attractions optimistic about their financial performance for the next 12 months.

“Without Governmental intervention to help their survival and recovery, we are in real danger of some of our country’s most iconic attractions closing for good. These are not only the jewels of our £12billion tourism industry, they are integral to our culture, heritage and communities. Their loss would be catastrophic for Scottish tourism and for Scotland so we must ensure we sustain them and secure their future.”

We were shocked and saddened by the news that ASVA member, the Scottish Crannog Centre – an outstanding, much-loved visitor attraction as well as a unique, invaluable living history educational facility – was devastated by a dreadful fire on Friday night (11 June) .

The Iron Age roundhouse, which stood on stilts on the shore of Loch Tay, near Kenmore in Perthshire, was engulfed in flames and the blaze very rapidly destroyed the structure. Very thankfully there were no casualties but the Centre’s team, the local community and Scotland have suffered a huge loss as a result of the incident.

Director of the Scottish Crannog Centre, Mike Benson, said: “It’s just a devastating blow. It’s such a much-loved icon, you can’t think of Loch Tay without thinking of the Crannog Centre. It’s been here for 25 years and has been so incredibly loved. The main thing is nobody has been hurt. The crannog has gone but it is not the end of the story.”

Mike says that since the fire, he has been ‘inundated with support’. The local community has been particularly sympathetic, with neighbouring business Loch Tay Highland Lodges having set up a crowdfunder. ASVA is encouraging the visitor attractions community throughout Scotland to support this financial appeal to help the Scottish Crannog Centre. Donations can be made via the JustGiving page at https://bit.ly/35kFF0l

The Centre – a unique Iron Age history experience which is integral to interpreting and sharing Scotland’s story – is also receiving help from Museums Galleries Scotland (MGS). Over the last year MGS has awarded grants from the Scottish Government totalling over £283K for the Scottish Crannog Centre’s far-reaching work to welcome visitors, increase employment opportunities in the local area, and support vocational learning with young people through Modern Apprenticeships and the Kickstart Scheme.

Museums Galleries Scotland Chief Executive Lucy Casot said: “The Crannog team worked so hard to continue their vocational learning opportunities with young people during the pandemic and welcome visitors back once it was safe to do so. Our hearts went out to the team when we heard about the fire and the immense loss of the iconic crannog reconstruction will be felt by many. We are working closely with the team and this will continue as we understand the immediate and longer-term support requirements. The community that is at the heart of the Scottish Crannog Centre needs our support now as they recover and rebuild from the fire. We encourage the many people who enjoy the Crannog to donate to its financial appeal.”

The Scottish Crannog Centre community is widely recognised for innovation, ambition, and care for its local area – qualities that, with support, will be central to its recovery from the fire.

On Friday 11 June, the UK Government announced its Tourism Recovery Plan which sets out future policy for the industry and the Government’s ambitions for domestic and international tourism The specific aims of the Plan are to:

• Recover domestic overnight trip volume and spend to 2019 levels by the end of 2022, and inbound visitor numbers and spend by the end of 2023.
• Ensure tourism’s recovery benefits every nation and region, with visitors staying longer, growing accommodation occupancy rates in the off-season and high levels of investment in tourism products and transport infrastructure.
• Build back better with a more innovative and resilient industry, maximising the potential for technology and data to enhance the visitor experience and employing more UK nationals in year-round quality jobs.
• Ensure tourism contributes to the enhancement and conservation of the country’s cultural, natural and historic heritage, minimises damage to the environment, and is inclusive and accessible to all.
• Return the UK swiftly to its pre-pandemic position as a leading European destination for hosting business events.

In addition to increasing the focus on sustainable tourism and on data and technology – to capitalise on information and insights – new initiatives have been announced to boost tourism and support attractions. These are:

Days Out Voucher Scheme:  A £10 million consumer promotion between VisitBritain and the National Lottery will see players having the chance to claim vouchers to redeem at tourist attractions across the UK between September and March 2022. The scheme aims to encourage trips beyond the peak summer season. Businesses taking part will be required to ensure they are using the We’re Good to Go industry standard.

As ASVA members and stakeholders will be aware, we have been supporting VisitScotland on its development of a voucher incentivisation scheme to support Scottish tourism by promoting days out to visitor attractions. VisitScotland is now reviewing its plans and discussion is taking place on whether there is an opportunity to align this recovery project with the national Voucher Scheme or, indeed, incorporate the two initiatives. 

Rail Pass Scheme:  A new scheme for ‘staycationers’ is being developed to encourage, and make it easier for, domestic tourists to get around the country using the rail network. The intention is to create a new pass scheme to build on the success of rail tourism products such as the BritRail pass, which is sold through VisitBritain and provides international visitors with flexible travel across the country and provides discounted entry to tourism attractions. The aim is to launch the new rail pass scheme later in the year.

You can read the full details of the Tourism Recovery Plan here.

Applications open tomorrow, 1 June, for a new £3 million Destination & Sector Marketing Fund which aims to support the revival of tourism in Scotland.

Part of the £25 million Scottish Government industry recovery programme announced in March, the Fund is one of 10 proposals developed by the Scottish Tourism Emergency Response Group (STERG) in collaboration with the Tourism Task Force.

The Fund, which will be managed and delivered by VisitScotland, has been designed to accelerate tourism recovery in the immediate to medium term by focusing on the domestic market.

Destination and sectoral groups across Scotland are being encouraged, through the Fund, to develop and promote strong visitor propositions – both sustainably and responsibly – to help stimulate all-year-round demand in the UK and Ireland market.  

The funding is being made available to enable the destination and sector organisations to carry out targeted campaign activity marketing visitor experiences that are aligned to identified post-COVID-19 trends and reflect what consumers are now looking for. The initiative is therefore designed to help the sustainable recovery of the industry going forward. 

The Destination & Sector Marketing Fund will operate across three tiers:

• Tier one – City Region Award Programme (awards between £50,000 – £100,000). Closing date for applications: 29 June
• Tier two – Pan Scotland Sector Groups & Regional Destination Organisations (awards between £40,000 – £80,000). Closing date for applications: 3 July
• Tier three – Local Destination Organisations, Marketing Groups & Non-Pan Scotland Sector Groups (awards between £10,000 – £20,000). Closing date for applications: 23 July

Please note, this funding is not available to individual businesses, it is purely for destination and sector organisations. We are highlighting the opportunity as we know that many of our members will be involved in local/regional destination organisations or marketing groups and may wish to apply as part of such a group.

Information on the Fund criteria and eligibility requirements for each tier, as well as details of how destination and sectoral groups can apply, can be found here.

VisitScotland is hosting a webinar about the Fund on Wednesday, 2 June at 2pm-3pm. Senior Marketing Fund Manager Emma Hallington will provide a overview and participants will have an opportunity, via the web chat, to ask questions as part of a Q&A session. You can register for the event here.

In a statement to the Scottish Parliament yesterday (26^th May), setting out the priorities for the Scottish Government, the First Minister Nicola Sturgeon confirmed that tourism is recognised as a priority industry and will continue to receive support to aid the recovery of the country’s economy.

The most immediate priority for the Government, Ms Sturgeon said, is to lead Scotland safely through and out of the pandemic. She referred to the ‘ambitious programme to drive recovery’ her party set out during the election campaign and stated that the Government is now intent on delivering on those commitments.

Listing a number of key ways in which the Government will promote economic recovery, Ms Sturgeon said: “We will support specific business sectors – including food and drink, and tourism.”

In addition to acknowledging the industry’s importance to the economy and pledging the Government’s commitment to supporting it as a priority, Ms Sturgeon referred to a number of related sectors and areas that it will also focus on to drive Scotland’s recovery.

These included the Government’s intention to publish a plan for the safe reopening of cultural venues and performances and to support the events sector. Promoting fair work and sustainability, or ‘a green recovery’ have also been identified as priorities in planning for and delivering Scotland’s economic resurgence from the impact of COVID-19.

Highlighting her belief that Scotland is now on the right track out of the pandemic, Ms Sturgeon also said that within the next three weeks, the Government plans to set out its expectations for the stage beyond Protection Level 0 – and importantly, the restrictions that will still apply and affect business operations for our industry and sector.

ASVA Chief Executive Gordon Morrison said: “The First Minister’s confirmation that tourism will be a priority for Scottish Government support is very welcome news for the attractions sector, which is a major contributor to the country’s £11 billion industry. It is now imperative that we hear how and when the country will move through and out of the current Levels system. Even at Level 0, there are currently restrictions that will impact on viable trading in our sector. We therefore need a clear plan for how and when these restrictions will be safely removed.

“The recent appointment of Minister for Business, Trade, Tourism and Enterprise, Ivan McKee MSP – supporting Cabinet Secretary for Finance and the Economy Kate Forbes MSP – transferred tourism into the Government’s economy portfolio.  This is a significant development for our sector as it demonstrates the Government’s acknowledgement and recognition of the pivotal role tourism – and our hugely important sector – will play in driving Scotland’s economy and leading its recovery.”

With much of the tourism industry reopening, ASVA and the Moffat Centre for Travel and Tourism are asking all Scottish attractions to complete a quick survey to help us ascertain current business performance, recovery prospects and confidence levels within the attractions sector.

The survey – which should only take approximately 10 minutes to complete – closes at midnight on Monday 31 May.

We will be using the data collected in the survey to help inform the attractions sector and key stakeholders, including the Scottish Government and VisitScotland, about the prospects for, and needs of, the sector in 2021.  The survey results will also be used to inform and shape ASVA’s ongoing lobbying efforts with the Scottish and UK Governments. 

It is through data collected from these surveys that we can best inform and argue on behalf of the industry. It is therefore essential that we receive as many responses as possible to help us ensure that the sector’s needs are being represented.

No sensitive material for individual attractions will be published.

Please complete the survey by clicking here.

• New figures show visitor numbers slumped 34 million in 2020, a fall of 63.2%
• Continued restrictions mean many attractions cannot reopen fully, a survey reveals
• Staycationers urged to support Scotland’s visitor attractions this summer

New figures have revealed the full impact of the COVID-19 crisis on Scotland’s visitor attractions.

Overall visitor numbers slumped by almost 34 million in 2020, a fall of 63.2%, with 153 sites closed for the full 12 months, according to data from the Moffat Centre for Travel and Tourism at Glasgow Caledonian University.

Edinburgh Castle – Scotland’s busiest paid-for attraction in 2019 – saw visitor numbers drop by 87.2% with figures for Kelvingrove Art Gallery and Museum, in Glasgow, and the National Museum of Scotland falling 85.8% and 79.9% respectively.

Data from the Moffat Centre’s Scottish Visitor Attraction Monitor 2020 shows attractions with large outdoor areas outperformed museums/art galleries and castles.

Edinburgh Zoo was Scotland’s busiest paid-for site last year, attracting 292,631 visitors, a drop of 46.4% on the previous 12 months. Culloden Visitor Centre attracted 182,496 visitors as it recorded battlefield-only visits for the first time and the Royal Botanic Garden Edinburgh was the most popular free site with 452,479 visits.

The Scottish Visitor Attraction Monitor shows the overall number of visits dropped from 53,722,691 in 2019 to 19,785,282, across 638 sites.

Professor John Lennon, Director of the Moffat Centre at GCU, said: “The impact of COVID-19 was felt across all aspects of the Scottish visitor attractions sector as travel was restricted, the international market collapsed and the wider economy was impacted.

“Attractions are an essential element of the Scottish visitor experience. With international tourism unlikely to return until well into 2022, domestic visitors will provide the sole source of income. Their custom will be vital going forward.”

Two-thirds of attractions due to reopen this week expect to operate with either reduced hours, some facilities closed, or at weekends-only, to keep costs down, according to a survey of operators, carried out by the Moffat Centre in partnership with The Association of Scottish Visitor Attractions (ASVA).

The survey, conducted in April, revealed that one in eight sites will remain closed for all of 2021 without a further easing of coronavirus restrictions.

Industry leaders are now warning many smaller attractions are at risk of closing for good without ongoing financial support from the UK and Scottish Governments.

Gordon Morrison, ASVA Chief Executive, said:“​Whilst the majority of attractions are reopening from this week onward, it’s extremely concerning that so many sites feel it’s not viable for them to open fully, or even at all this year, due to continuing restrictions.

“Our last survey in March revealed the continuation of 2m physical distancing means 54% of attractions are either forced to remain closed or will lose money when they do reopen. Those findings, combined with our April survey, highlight just how vulnerable the attractions sector is and how incredibly challenging its economic recovery will be.

“Now more than ever, this important sector of our country’s £11bn tourism industry not only needs continued government support to survive and thrive but also needs the public to get behind it.

“Visitors can expect the warmest of welcomes and be assured that the highest standards of safety protocols – praised by the Scottish Government as exemplary – have been put in place across the sector for their benefit.  And with sites predicted to be at least 30% less busy this year due to the fact that there will be significantly fewer international visitors, those from Scotland and the rest of the UK can take advantage of a rare opportunity to experience our world-class attractions and all that they offer in a uniquely enjoyable, memorable way.”