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Message from the Chair of the Marketing Group
Ian Gardner
National Trust for Scotland
Welcome to the Marketing Groups pages.
Scotland is well known across the world and is already recognised by many business and leisure travellers as a destination of choice. From my own interests I help to run and promote many of Scotland’s places of historic interest and natural beauty – one of the main reasons people choose to visit Scotland. But today’s tourism market is huge with over 200 countries competing for visitors all year round. If we are to maintain, let alone increase, our share of visitors and visitor spend then we need to market the “Scotland” experience in an increasingly engaging way.
The main aim of this group is ensure all tourism businesses can identify and maximise marketing methods and opportunities. It’s not just about marketing your own business or local area (although this is hugely important too). It’s about making sure what Scotland has to offer today’s, and tomorrow’s, visitor is promoted in the best possible way. Technology plays a huge part in how we reach our potential customers - and indeed how they find out what is on offer across Scotland – and we must ensure we use it as effectively as possible.
Every business carries out some form of marketing. But not every business does this in the most cost effective or efficient way. By working together and learning from others’ experiences we can improve the way we reach customers making communication quicker, cheaper, easier and often in a more sustainable way – which means a reduction in marketing costs and an increase in profits.
Marketing never stands still and neither should we. Every business in Scotland –from 5* hotels to local shopkeepers - needs to be willing to work together. Cross-selling a range of products offers advantages to all parties and helps drive up the local and national economy. If we are to deliver a 50% increase in tourism revenue by 2015 we need to market ourselves better now! Please play your part in our work by using this website and feel free to Contact us at tffc@stf.co.uk
Minutes
Minutes from the Marketing group are available in Adobe PDF format: