VisitScotland boss announces new approach

The marketing of Scotland has to change, according to Philip Riddle, the new chief executive of VisitScotland.

Speaking earlier this week to delegates at Scotland United, Scotland's biggest-ever tourism conference, Riddle, who became chief executive of the former Scottish Tourist Board in July, said he was seeking a more "sophisticated" approach.

"At the moment, the marketing of Scotland is based on an accommodation push," he explained. "That is wrong."

"We must not be about buying bedrooms. We need to be about buying an experience. We need to understand what the consumer wants."

Riddle said marketing would be split into five new themed categories: freedom of Scotland, outdoor activities, cultural heritage, business events and city breaks. "If we don't change, then we will struggle along not fulfilling our potential. In other words, we will underperform," he warned.

Source: Caterer & Hotelkeeper magazine, 22-28 November 2001