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Message from the Chair of the Monitoring Group
Gavin Ellis
Knockomie Hotel, Forres
Welcome to the TFFC Monitoring Group page and thank you for taking the time and effort to find out more about what we are doing to develop tourism across Scotland.
The Monitoring Group (MG) meets approximately every 6 months to oversee progress made by each of the 5 TFFC Implementation Groups and help steer the TFFC Strategy forward. I am honoured to be involved in, what in my view, is such an important part of how we work together to grow Scottish tourism for everyone’s benefit – our visitors, businesses, employees, government and country. Tourism is truly the Heineken industry, reaching parts that others don’t!
As a fifth generation hotelier I am committed to the hotel (and tourism in general) industry. Scotland has a tremendous amount to offer visitors of all ages and backgrounds from mountain bikers to bird watchers and we must work together if we are to deliver our ambitious target of 50% growth by 2015.
My fellow Chairs and I share a passion for this industry and we are keen to play our part in its development. All that we ask is, are you are willing to chip-in too? The 50% target may sound a lot, but, if broken down it can be as simple as; selling more or adding experiences such as a tutored whisky tasting, or persuading guests to stay another night to take in some of the local attractions they have missed out on. It’s not about simply increasing prices but it is about increasing revenue. If we can all provide a higher level of service and/or product then YES the customer may pay more for it. The important thing is that what we offer is value for money otherwise people will simply go elsewhere the next time. And while at time of writing the $ is not favourable the Euro is. It is about seizing the opportunity, what worked last season may not work this.
There is a saying that “tourism is everyone’s business” and I totally agree with this. As Chair of this group I urge everyone to accept at least some level of responsibility in meeting the 50% target; and to work together to make sure Scotland’s reputation as a great holiday destination is enhanced year on year on year. Together we will achieve so much more!
Thank you once again for taking the time to read more about TFFC and what we are doing to increase tourism across Scotland. You too can lead or support local initiatives to promote your area and business. It is vital that we don’t rely on others - sometimes it has to be you. Remember we are shooting for the moon; it will require effort and the realisation that we will have to try different avenues; there will be ups and downs and we will make mistakes; but the benefits of success will be greater. I wish you all the very best and look forward to hearing and reading your success stories. With these stories we can create a buzz and excitement that will stimulate the industry.
Minutes
Minutes from the Monitoring group are available in Adobe PDF format: