We mark the beginning of national tourism week tomorrow. Since taking up my role as the cabinet secretary with responsibility for tourism last year, I have spoken many times about what tourism means for Scotland’s prosperity. I have spoken about the £11 billion of economic activity that tourism generates in the wider supply chain, and I have spoken about the importance of Scotland’s place in Europe—seven of our top 10 key markets are European—and in the wider world. I have welcomed the significant increase in the jobs that the industry provides. Tourism provided 217,000 jobs in 2015, which was 8.5 per cent of Scotland’s employment. All those are good and sound reasons to be proud of our vibrant and successful tourism industry.
The industry continues to grow. People who come to visit us are drawn to Scotland for a wide variety of reasons: they want to see our exceptional natural landscapes, visit our award-winning attractions and taste our wonderful food and drink.
Scotland’s economic strategy is not just about delivering sustainable economic growth: it is also about tackling the inequalities that continue to exist in our society and which are, unfortunately, still very real for many people. We often say that tourism is everyone’s business, and we have made great progress in making that so, but tourism is not yet for everyone. One in every three people in Scotland misses out on being a visitor in his or her own country. We want to change that, and we are doing so.
I am sure that all members can think of a holiday or even a day out that was special for them—something that brings back a fond memory or makes them smile. The time I spent as a child with my grandparents in a caravan on the shores of Loch Doon was very special to me, as I explored the ruins of Loch Doon castle and made them mine when all the day visitors had left.
Members might be familiar with the annual Glasgow Taxi Association day out to Troon, which began—believe it or not—in 1945 with only three taxi drivers. Now, more than 150 drivers take part. Since 1945, countless Glasgow children have been able to enjoy the delights of the Ayrshire coast. The annual trip is a wonderful example of what inclusive tourism is all about.
In February 2016, the First Minister launched VisitScotland’s spirit of Scotland campaign, which introduced a brand new approach to promoting Scotland around the world. At the launch, she highlighted the new partnership between VisitScotland and the Family Holiday Association. The aim was to create the ScotSpirit programme of about 100 short breaks for disadvantaged families from across Scotland.
In September, I launched a second project, the Glasgow pilot, to provide days out for disadvantaged families who live in the Glasgow area. At that launch I found out that—difficult as it is to believe—some families from the outlying parts of Glasgow never visit the city centre. I also met families who had taken part in ScotSpirit breaks. I met a single mother of two who had had to give up work due to a relationship breakdown and deteriorating physical and mental health. Another participant had moved to Scotland from Nigeria, where she had had her own business. She was back at college, trying to improve her employability while her young daughter was at nursery. Both families had enjoyed weekend breaks: one in Inverness-shire and one in Ayrshire.
At the launch of the ScotSpirit breaks programme just over a year ago, we did not imagine the success that it would achieve in such a short time, in terms not just of the number and quality of breaks that have been provided, but of the generosity of the industry in providing opportunities for so many families. Overall, 250 families have benefited from the two programmes—nearly 1,000 people in total, 555 of whom are children. More than half the families had never had a break together.
The initiative has been truly collaborative and has involved all parts of the industry, from Historic Environment Scotland to Largs putting greens, from Abellio ScotRail to Boots n Paddles, which is a mobile outdoor adventure company, and from Hilton Hotels to the Bean and Leaf, which is an Ayrshire cafe-bistro. The scheme has provided a range of experiences that the families who took part will remember for a long time. Indeed, the experience might well change their lives; resilience is important, and the act of coming together to have time away at a difficult time can make a difference to how people see themselves, their relationships and their capacity to move on from difficult situations.
European partnership has also been part of making the programmes a success. In January, I heard at first hand about the work of VisitFlanders, which has been developing social tourism since 2001. In that year, the organisation helped 752 individuals; it now helps around 150,000 people a year to have a break, which is phenomenal. VisitFlanders has recorded a range of social benefits from its social tourism initiatives, including increased citizenship and improved wellbeing, self-esteem and family relationships. Enabling an additional 150,000 people to take a break has helped to support the tourism industry, often in the low season when many businesses struggle to stay open and employ staff. Through the signing of a renewed memorandum of understanding with VisitScotland, both organisations will continue to share best practice and expertise on a number of topics, including social tourism.
Like the families who have taken part in our ScotSpirit breaks, carers are a group who can benefit from the inclusive tourism agenda. The Government recognises the vital role that unpaid carers and young carers play in our society. We know that caring can be a positive and rewarding experience that has a positive impact on wellbeing, but it is crucial that carers are supported effectively in order to enable them to cope better with the stresses and demands of their caring role, and to look after their own health and wellbeing—which includes their taking much-needed breaks.
From 1 April 2018, the new Carers (Scotland) Act 2016 will make a meaningful difference to unpaid carers and will contribute to improvement of their health and wellbeing; it will ensure that they can continue to care if they wish to do so, and to have a life alongside caring. The act places a duty on local authorities to provide support to carers on the basis of the carers’ identified needs, and there is a requirement that the responsible local authority consider whether support should be provided in the form of a break from caring. Each local authority will also be under a duty to prepare and publish a short breaks services statement that sets out information on the breaks that are available in Scotland for carers and cared-for people.
I would like to talk about respitality. The initiative of respitality—respite breaks plus hospitality—already connects local carers centres with hospitality providers including hotels, guest houses, leisure clubs and restaurants. The aim is that providers will become respitality partners by offering a gift of a short break to a carer or young carer. The pilot project originally included Dumfries and Galloway, Falkirk, Fife, Midlothian and North and South Lanarkshire councils, and was extended in 2016 to include Angus, Dundee, Edinburgh, and Perth and Kinross councils. The initiative has been developed and administered by Shared Care Scotland, which is one of our national carers organisations, in partnership with Scottish Government officials and the Hospitality Industry Trust Scotland, and we have since 2014 provided funding of £123,325 to the pilot. An evaluation report was published in January, and its findings and recommendations for future provision are currently being considered.
In addition, since 2010, the Scottish Government has provided funding of over £20 million to the volunteer-run short breaks fund that is administered by Shared Care Scotland and Family Fund. The three programmes within the short breaks fund provide grants to third sector organisations to develop new and existing short breaks provision in order to promote greater choice, flexibility and personalisation of services.
The programmes also provide grants directly to families of disabled children and young people to support their breaks or activities. Inclusive tourism is not just about providing opportunities such as those that I have just mentioned. For people who live with disability, taking a simple break can be challenging. Like our country, Scotland’s population is diverse, with disabled people making up nearly one in five of Scotland’s working-age population. As we know, our population is also ageing.
Euan’s Guide, in partnership with VisitScotland through its inclusive tourism programme, is an excellent example of how we are making tourism in Scotland available to everyone. Work to improve access can improve the experiences of a wide range of visitors, from families with young children and senior travellers to people with permanent physical or sensory disabilities. Access guides and accessible itineraries of things for visitors to do and see are available through visitscotland.com, which provides a range of information on accessible holidays. Last Sunday, on disabled access day, this very building—which scores four and half stars in Euan’s Guide and has its own access statement—offered British Sign Language guided tours for visitors, and hosted entertainment from the Edinburgh signing choir.
As well as tackling inequalities, the accessibility of tourism products and services has real potential to boost the wider economy by actively supporting the local communities in areas in which there are accessible tourism businesses—for example, North Berwick, which has a beach wheelchair-access facility.
In 2015, the Great British tourism survey reported that tourism parties in which at least one member was identified as having a disability contributed approximately £1.3 billion to Scotland’s economy. That is a sizeable contribution by any measure. This year, VisitScotland is working hard to take the agenda further through the introduction of two new accessible tourism destination areas: through the hashtag #accessiblefife and the everyone’s Edinburgh working group. As part of that work, VisitScotland is carrying out a basic assessment of accessibility actions during its quality assurance visits and is developing new guides on inclusive events and inclusive design to support building refurbishment and development, and an inclusive communications guide.
The benefits that even a short break can bring must not be underestimated; they can be economic, educational and social. The Family Holiday Association has identified a wide range of such benefits. For business, breaks can reduce the impact of seasonality by filling capacity during low-season or shoulder-season months, and they can create and maintain employment levels in the tourism sector and the wider economy. They can also provide free marketing and help businesses to develop an improved corporate reputation.
A higher number of breaks can provide support for small and emerging destinations and boost regional investment in accommodation, retail, transport, hospitality, attractions and the cultural sector, and can promote a destination’s tourism potential to the wider public. People who participate in tourism at an early age are more likely to do so as adults, thereby supporting longer-term sustainability.
By enabling people to take breaks, we can reduce pressure on health services through the improved mental and physical wellbeing of participants. There can be a reduced reliance on social services, with fewer applications for unemployment benefit and other state benefits. For people who are in work, a break can support better performance and make burn-out less likely. Participants also report improved family cohesion and a higher level of life satisfaction and self-esteem. In addition, there can be a positive impact on the ability to learn and a desire to undertake personal development. Many of us probably take our holiday time and our breaks for granted, but we are talking about giving people who might not have that opportunity the chance to have such experiences.
At the broadest level, enabling more people to take a break can improve social cohesion, participation in community life and engagement with education and employment. I hope that we can be as ambitious as VisitFlanders and allow 150,000 people to take a break. Its work is part of the fabric of Flemish society and the Flemish economy. It is certainly a wonderful example and something that we can and should think about aspiring to replicate.
I hope that I have explained the importance of inclusive and accessible tourism. l think that it is an area in which we can not only learn from other countries, but on which we can lead. There are many good examples. I am not claiming that we have a totally inclusive and accessible tourism sector as of now, but we can aspire to having one. There are not many things in life that offer a win-win outcome, but inclusive tourism—whether by increasing accessibility, giving disadvantaged families and individuals a break or supporting growth in our sector—is one of them. It helps individuals and it helps the sector.
I look forward to listening to members’ speeches, and I hope that this can be a shared endeavour that we can lead on and support on behalf of the people of Scotland. I ask members to support the motion.
I move,
That the Parliament recognises the vital role that tourism plays in Scotland’s prosperity, not only in its direct economic impact, but in the many ways that it can help to tackle the inequalities that exist in society; notes the recent collaboration by VisitScotland, the Family Holiday Association, Historic Environment Scotland and the many industry partners to provide ScotSpirit Breaks for families in difficult circumstances, which has shown the positive impact that the industry can have on improving the lives and life-chances of people who are not able to step outside their everyday routine; commends organisations such as Euan’s Guide for their work with public partners and private sectors in making tourism more inclusive through the development of access statements for facilities and services, along with accessible travel itineraries; congratulates destinations and individual businesses, right across Scotland, on how they are making use of these tools to help widen opportunities, not only for people with permanent disabilities, but also parents with young children, senior travellers and people with temporary injuries and their travel companions; considers that tourism is for everyone, and welcomes the continued support of public and private partners and the tourism industry itself in their willingness to work together, aiming to further develop inclusive tourism as an overarching approach so that all of Scotland can reap the many social and economic benefits that it can bring.
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