Heather Pearson's commentary on Scotland's tourism industry following her company's conference is a fine piece of rhetoric, yet it fails to address the principal issue – VisitScotland (Government & Public Affairs, 27 November). Central to her piece is the Scottish Government's call for a 50 per cent rise in tourism revenue by 2015. This figure was one simply plucked from the air by a minister more interested in headlines than hard facts – or any real understanding of
The call by Jim Mather, the minister for tourism, for a 50 per cent increase was made despite VisitScotland's warning that the figure was unachievable on current trends. VisitScotland's chief executive, Philip Riddle, said that 50 per cent was "an
ambition rather than a target" and the genesis of the figure had been "less than scientific". The Scottish Government seemed to be pinning much of their hopes on the Homecoming in 2009, which is threatened by the current economic climate.
When Mr Mather made his remarks we were living in a somewhat different economic world, but the government fails to address the fundamental problem – that of VisitScotland and particularly the issues surrounding its web operation that is failing our tourist industry. The woeful performance by visitscotland.com has recently come to a head, yet all that seems to be happening is yet more tinkering.
RICHARD HAVERS
Whitchester Lodge
By Duns, BerwickshireThe television adverts currently promoting the "Homecoming" may be a throwback to the traditional method of marketing Scotland abroad and elsewhere in the United Kingdom (Joyce McMillan, Debate & Opinion, 29 November). But they should be seen as simply the start of the promotion, not the final package. The soothing tones of Dougie Mclean's Caledonia, with celebrities singing the various lines, may be the right initial note to attract ex-pats back here next year. It will be possible to move on from that to advertise the very areas that do represent the modern Scotland – its environment, its architecture, its modern industries, its universities and colleges, and, the way it has assimilated many immigrants and the contribution they have made to a country determined to achieve self-renewal.
Many cynics will cry that there will be a concerted effort to shy away from the modern problems we all face: health, urban squalor, enduring poverty, inadequate transport infrastructure, a recurring national inferiority complex. Yet what country can really claim that it is without its own problems? How many of those returning next year will not have faced difficulties in their own personal and civic life? The challenge for the organisers of "The Homecoming" is to reflect the real Scotland and go forward confidently asserting that all who live here are no better or worse than elsewhere.
BOB TAYLOR
Shiel Court
Glenrothes, FifeThe one thing most of the Scots taking part in the £150,000 taxpayer-funded advert for the "Homecoming" celebrations advert (your report, 29 November) have in common is that they all choose to live outside the land of their birth. Caledonia is apparently fine to sing about and to cry over but Spain and the United States and London are much better to live in. Good luck to all of them, they clearly can and should live wherever they wish, but please spare us the "Bonnie Scotland" routines. I am sure the money spent on this promotion could have been far better spent elsewhere.
ALEXANDER McKAY
New Cut Rigg
EdinburghThe full article contains 578 words and appears in The Scotsman newspaper.
