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To realise Scotland’s national growth target of increasing the value of tourism
by 50% by 2015, Fife’s tourism sector needs to grow from a £218 million industry to one worth £327 million
per annum. This is a huge challenge and can only be achieved by adopting agreed, carefully focussed
strategic priorities and encouraging innovative approaches. Fife Tourism Alliance’s growth strategy
outlines the approach the region will take to meet this challenge and focuses on developing the themes
and experiences which capitalise on Fife’s location and competitive strengths, all of which are based
on customer market research.
The strategy has also been developed around four key principles set out in the Tourism
Framework for Change:
- Knowing your market through market intelligence
- Exceeding visitor expectations – providing the ‘wow factor’ that encourages visitors to
come again and recommend to others
- Marketing
- Sustainability – economic, social and environmental
All
of these add to the vision for Fife in 2015 as: ‘a place which offers visitors a quick and easy escape
from urban living. Fife offers visitors a sense of physical and emotional well-being through the provision
of high quality, authentic experiences and opportunities to relax, be reinvigorated (through activities,
experiences or the environment), to reconnect and focus on quality of life aspects’.
Fife Tourism Alliance Strategy
Appendix 1 - The Tourism Market (PDF 26kb)
Appendix 2 - Tourism Framework for Change (PDF 29kb)
Fife Tourism Alliance Action Plan
The
Fife Tourism Alliance, the area tourism partnership for Fife, was established
in 2005. It is a forum for public and private sector partners to discuss tourism related matters
and for the public sector partners to advising on strategic priorities. It meets six times a year.
The group comprises of representatives from
- VisitScotland Fife
- Fife Council
- Scottish Enterprise Fife
- Fife Chamber of Commerce
- Federation of Small Businesses
- Fife Colleges
- 8 Sectoral Representatives from the tourism industry
Updates
Download update on the Fife Tourism Alliance - July 2007
PDF
Document 28kb
Download update on the Fife
Tourism Alliance - 19 May 2006
PDF Document 26kb
Meetings
Minutes
of all tourism alliance meetings are available for download.
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