Scottish tourism chiefs have devised a blueprint to boost the value of tourism in the country by half over the next 10 years.
The draft Framework for Change document compiled by the Scottish Tourism Forum believes Scotland can increase its tourism revenues from £4.9b to £7.5b in 2015 by attracting 20% more high-spending visitors.
It outlines 16 ways the trade and Government can develop Scottish tourism to keep pace with changing trends and growing competition.
The document predicts that domestic leisure, which currently represents 59% of the market, will continue to dominate as numbers of short breaks increase.
It also forecasts growing demand for more flexible and special interest holidays at value-for-money prices. This will include more activity breaks, spa trips and holidays with a cultural, wildlife or historical focus.
Europe and North America will be the key drivers in the overseas leisure sector, which currently accounts for 19% of the market and growing most rapidly (by 20% a year).
Scottish tourist markets
|—||2005 value||Forecast 2015 value|
|UK leisure tourism||£2.9b||£3.2b|
|Overseas leisure tourism||£730m||£1.5b|
By Angela Frewin
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