Tourism and Hospitality Industry Leadership Group minutes: 26 November 2025

Attendees and apologies

ILG members attending: 
Aileen Crawford, Glasgow Life
Anna Miller, Highlands and Islands Enterprise
Calum Ross (Online), Loch Melfort Hotel     
Carron Tobin, Rural Dimensions     
Chris Greenwood, Moffat Centre     
Debbie Johnson (Online), IHG Hotels & Resorts    
Franck Bruyere (Online), The Royal Yacht Britannia Trust    
Gary Cox, Scottish Government
Hannah Schlesinger Brodie, Edinburgh New Town Cookery School    
James Fowlie, COSLA 
Joshua Ryan-Saha, Travel Tech Scotland     
Judy Rae, Industry Expert    
Karen Jackson, South of Scotland Enterprise 
Kat Brogan, Mercat Tours
Kelly Johnstone, The Springboard Charity 
Lawrence Durden, Skills Development Scotland 
Marc Crothall, Scottish Tourism Alliance 
Rob Dickson, VisitScotland 
Victoria Erasmus, Glen Mhor Hotel        
        
Attending: 
Beth Thoms, VisitScotland
Graham Morrison, VisitScotland
Gwen Raez, VisitScotland
Caroline Cantin, Scottish Government
Marta Machut, Scottish Government         
 
Apologies: 
Amanda Wrathall, Edinburgh International Conference Centre (EICC)
Andrea Nicholas, Green Business UK Ltd
Brian Simpson, Unite the Union
Barbara Smith, Industry expert
Benjamin Carey, Carey Touris
Chris Brodie, Skills Development Scotland 
Derek Shaw, Scottish Enterprise
Leon Thompson, UK Hospitality
Mark Rowley, South of Scotland Enterprise
Patrick Colquhoun, Scottish Land & Estates and Luss Estates Company
Richard Lochhead MSP, Minister for Business & Employment
Stephen Duncan, Historic Environment Scotland
Sarah Allanson, British Holiday & Home Parks Association    

Items and actions

Key notes and actions
Co-Chair welcome    
Welcome:

• Marc Crothall offered a warm welcome to those joining in person and online
• MC noted thanks to Aileen Crawford and Glasgow Life for providing the meeting space for today
• MC welcomed Marta Machut, Senior Tourism Policy Adviser at the Scottish Government to the meeting and indicated that she will be joining ILG meetings from now

September THILG Meeting

No amends, September meeting minutes approved by the group.

Updates / actions from September meeting: 

• Initial feedback received on Action Recording Template, but ILG members should continue to update the secretariat on whether they feel this is an effective process
• Mission papers to be published on VisitScotland.org ILG page have been shared with Mission Leads. Leads were reminded to respond to the Secretariat on this point. Thanks offered to those who have already responded
• A clear way forward will be identified for the Community Led Tourism mission at the deep dive planned for February 2026
• Scottish Rail Holdings and colleagues will be invited to present plans to the group at a suitable point in future – likely to be at June 2026 meeting
• SOSE and Skills Development Scotland engaging with interested ILG members following the presentation on Workforce Development in the South of Scotland
• Further details have been shared on Canada as a leading example in the tourism data space
• Data Mission Lead liaising with Scottish Government colleagues regarding data acquisition and SME potential

Independent Fair Work Convention:

ILG Members were invited to consider a draft paper in their own time and respond directly to the Scottish Government contact.

Cross Agency Meeting:

Following the THILG’s meeting in May 2025, the Scottish Government had been tasked by the Minister for Business to coordinate an initial meeting of the public organisation members to review delivery of THILG ambitions. Gary Cox was invited to open the updates and a discussion followed.

• GC explained that Mr Lochhead had convened public agencies to review how they collectively support the ILG, noting this is a natural moment to take stock ahead of the election in May. Emphasised that the ILG is working well, with a clear agenda and strong engagement. Highlighted the importance of briefing new Ministers after the election and giving them ownership of decision‑making. Suggested showcasing the ILG’s work and strengthening governance, including discussions with individual mission leads, with Secretariat to organise
• MC noted that Scottish Enterprise had not recently been at the table due to restructuring and suggested bringing them back into discussions in the new year and added that the STA manifesto references the ILG and its continued importance, with this ILG considered one of the top groups in the country. Welcomed Richard Lochhead’s strong support
• Debbie Johnson asked about the process for involving new Ministers
• MC referenced previous Ministers including Fiona Hyslop and Fergus Ewing, stressing the importance of Ministerial presence. Suggested that if the ILG continues to function well, Ministers will want to be involved
• GC said the Scottish Government would recommend engagement with the ILG, either through co‑chairing or another mechanism
• Aileen Crawford flagged the need to understand what resources are required for the next phase of the ILG, stressing the importance of avoiding silo working, ensuring equality of support across missions, and guaranteeing that all have space to contribute
• MC recognised the number of wider workstreams underway and encouraged use of secretariat support to ensure tourism, hospitality and events remain central to cross‑government agendas. Noted that many key people‑and‑skills decisions may not be made before the election, so influencing manifestos across parties remains important
• Judy Rae emphasised the need to pull the ILG’s work together into a single document outlining the full thought process
• MC asked whether this could be a paper covering the missions with input from VS, HIE and others
• JR highlighted the importance of avoiding duplication
• Rob Dickson said the narrative is becoming clearer and agencies must contribute to articulating it. Suggested coalescing around the most critical actions without overcomplicating or making unrealistic asks given funding constraints.MC asked whether an executive summary of the mission work could be produced
• Karen Jackson noted that agencies are undertaking a significant amount of work to grow the visitor economy and stressed the need for mapping at a strategic—not operational—level.
• Kat Brogan supported the idea of a single source of truth, including publishing mission documents and providing an executive summary
• MC outlined a timeline towards March (“tourism month”) and the importance of keeping the industry informed. Referred to the upcoming refresh of Scotland Outlook 2030 and noted international recognition of Scotland’s approach, including invitations to speak at the Nova Scotia tourism summit alongside New Zealand and Ireland
• Carron Tobin suggested capturing social impact measurement work already underway by HIE, VS and others
• Gwen Raez reinforced the importance of avoiding duplication
• MC questioned whether relevant notes could sit on the website
• CT agreed, noting some existing material could be improved or updated

Actions

• Secretariat to develop Executive Summary of the ILG Missions
• Mission Lead’s to provide feedback on abridged Mission papers to be published on VisitScotland.org ILG page.
• Work of public agencies to be more visible at future ILG meetings, ensuring their contribution is recognised. 
• Secretariat to review comms resources and update in time for Tourism Month in March.

 

Deep Dive – Net Zero - Tourism Emissions Measurement

MC opened the session, highlighting the importance of Net Zero in the tourism landscape and ensuring we can measure our emissions being key to understanding where progress is taking place and where challenges lie. Noting that we are all interested in how the Climate X Change research is progressing, but also in understanding what the practical next steps should be.

Victoria Erasmus presented on behalf of the Net Zero Mission Group:

• Purpose of the presentation
• Share findings from Ramboll Phase 1
• Provide wider industry and SME context
• Seek reflections and direction from THILG

SME Perspectives: Barriers & Opportunities

• SMEs face barriers including time, capacity and expertise
• Challenges around understanding carbon measurement and expectations
• Need for practical, accessible support rather than technical frameworks

Background: Why This Matters

A national tourism emissions baseline is essential to:

• Track progress toward net zero
• Prioritise interventions
• Support SMEs and destinations
• Demonstrate sector commitment

Timeline to Date

• Industry calls for clarity and consistency on tourism emissions
• Commissioning of Ramboll Phase 1
• Alignment with VisitScotland and Scottish Government net zero activity

What Industry Asked For

• A clear national picture of tourism emissions
• Consistent and credible methodology
• Practical tools and guidance for businesses
• Regional insight, particularly for rural and island areas

Ramboll Phase 1: What Was Delivered

• Review of Scotland’s tourism emissions data landscape
• Assessment of methodological options
• Recommended phased approach for future development

Scotland’s Data Landscape: Strengths

• High-quality Scottish GHG statistics
• Environmentally extended input–output (EEIO) tables
• Strong UK and Scotland visitor survey data
• Transport statistics with detailed mode-level data

Scotland’s Data Landscape: Challenges

• No Scotland-specific Tourism Satellite Account (TSA)
• Difficulty separating visitor and resident activity locally
• Limited regional granularity, especially for rural and island areas

Methodology Options Evaluated

• EEIO: suitable for national, repeatable consumption-based estimates
• Life Cycle Assessment (LCA): detailed but not scalable alone
• Survey-based approaches: useful for behaviour but not comprehensive
• Hybrid EEIO–LCA: recommended long-term approach

Ramboll’s Key Considerations for Scotland

• Transport emissions dominate tourism’s footprint
• Clear system boundaries required
• Mixed-use facilities need careful allocation
• Production vs consumption accounting affects policy levers
• Regional and rural modelling needs additional indicators

Ramboll’s Recommended Pathway

• Short term (6–12 months): build a national EEIO-based tourism baseline
• Medium term (6–24 months): explore a Scotland-specific TSA and regional modelling
• Long term (24+ months): introduce hybrid EEIO–LCA methods

Net Zero Mission Assessment: Strengths

• Strong methodological foundation
• Aligned with international best practice
• Clear multi-year development pathway

Net Zero Mission Assessment: Weaknesses / Concerns

• Limited practical relevance for SMEs at this stage
• Insufficient rural and island modelling guidance
• Governance and ownership not yet defined
• Phase 1 technically strong but low on usability

What Is Missing for Industry?

• Plain-English guidance
• Practical tools for measurement and decision-making
• Support aligned to different SME net zero journeys

VisitScotland Business Support Hub

• Central hub for information, resources and signposting
• Toolkits, workbooks and webinars
• Practical, tourism-specific advice
• Case studies and training links

Climate Action Accelerator Programme

• Free programme supporting tourism businesses toward net zero
• 100 businesses per year over three years
• Workshops, 1-to-1 support and peer learning
• Cohorts starting January–March 2026

Carbon Calculator (Out to Tender)

• Online carbon calculator for tourism and events SMEs
• Accessible via the Business Support Hub
• Supports Scope 1, 2 and 3 emissions

Phase 2 Priorities (Proposed)

• Build and validate national EEIO baseline
• Boundary decisions and data validation
• Regional pilots focusing on rural and island destinations
• SME tools, guidance and training
• Integration with accreditation schemes

Scottish Government January Deep Dive

• Further deep dive planned with Scottish Government
• Focus on alignment, governance and next steps

Timeline Forward (Start → Phase 2)

• Indicative timeline was presented showing transition from Phase 1 to Phase 2
• Including regional piloting and SME tool development

Questions for THILG:

THILG members were invited to provide:

• Reflections on the proposed approach.
• Direction on priorities, usability and governance.
• Views on regional focus and SME relevance.

Following the presentation, VE led the group in discussion:

• KB raised concerns about unequal access to resources across missions, noting inconsistency in how support is being applied
• MC asked how to align intentions with available resources and where responsibility for that portfolio sits
• GC confirmed the portfolio sits with Cabinet Secretary for Net Zero and Energy and urged caution around Phase 2 development, noting the risk that researchers may aim for a “Rolls‑Royce” solution when what is needed is robust, practical, and fit for purpose
• AC highlighted that this point had been addressed clearly in the slides
• VE warned of the risk that work becomes diluted by other agendas if not carefully managed
• KJ reminded the group that while data will never be perfect, it should not become a blocker. Shared that climate springboard work had launched and tourism SMEs show distinct needs. Emphasised the importance of greater communication and sharing of separate but complementary initiatives to support businesses effectively
• CT asked what the Scottish Government deep dive would entail
• CC explained it would assess research outcomes, with SG economists contributing to the discussion
• CT requested further insight from a Community Led Tourism point of view, and CC added that options had been explored for a community‑focused approach, though nothing equivalent to ClimateXChange currently exists
• VE shared comments from BC, noting COP had been a disappointment, with decarbonisation support suspended. Highlighted that only SNP and Greens remain vocal on climate emergency framing in the lead up to the Scottish election. Warned that while current work is positive, risk of losing momentum is real, and Scotland must remain ambitious if it wants to lead 21st‑century tourism
• Anna Miller discussed connections with Food & Drink and Creative Industries, noting Scotland’s leadership position must be matched with investment. Shared that HIE’s climate springboard training is practical and not sector‑specific, with strong potential tourism uptake. Raised concerns that although many programmes exist, business engagement remains mixed and needs improving
• VE reiterated that engagement barriers stem from wider challenges and stressed the need for visibility of activity across organisations
• MC reflected that businesses find the landscape confusing and often don’t know where to begin
• VE said the correct words and tone are needed to cut through
• MC acknowledged fear as a factor but noted 100 participating businesses is a strong start. Questioned why this work is not more visible in current consultations and whether Ministerial involvement is needed to build excitement and momentum
• RD described the work as “massively impressive,” noting that clarity has improved significantly. Acknowledged the complexity and interplay with government processes and recommended keeping the messaging high‑level and focused on what drives real impact. Encouraged enabling SG officials to challenge other policy areas rather than relying solely on pushing issues upwards to Ministers
• CT highlighted challenges in the community sector, noting good evidence for Community Led Tourism but a lack of measurement and formal backing
• AC stressed the need to keep sight of the measurement objective and ensure Phase 2 does not stall. Noted that global models already exist, meaning Scotland can develop its own without delay
• MC sensed broad support from the group but cautioned that the political timetable could introduce complications. Highlighted the need for cross‑departmental buy‑in within SG and avoiding duplication of effort or spend. Emphasised ensuring the work is used internally as well as externally
• Group agreed to support the proposals in principle, while remaining mindful of the reflections and risks raised

Actions

• Secretariat to share further information regarding VisitScotland’s Climate Action Accelerator programme.
• An update on the Scottish Government Deep Dive to be provided at February 2026 meeting.

 

Updates from Mission Leads

Community Led Tourism

• CT highlighted that the deep dive at the next ILG meeting would be a key opportunity to discuss the mission in detail and set the tone for future activity.
• CT also provided Scotland‑wide and international updates, noting that the European Travel Commission has signed the Reykjavik Declaration, which reinforces the growing global emphasis on community‑centred tourism. The UNWTO publication released in July further reflects this narrative, and the upcoming SCOTO conference in March will offer another important moment for alignment and discussion.

The mission group outlined two main asks:
First, for Scottish Government policy resource to help make connections into wider SG policy areas and ensure cross‑government coherence. Second, for VisitScotland and visitor‑economy campaign activity to help strengthen and support the language around community‑led tourism.

• A further request was made for a VisitScotland representative to join the mission group
• MC noted the importance of recognising that businesses are part of the communities they operate within. He also raised ongoing challenges around measurement, particularly due to the limitations of existing SG SIC codes
• JR and CT raised the issue of language. JR suggested aligning terminology with the broader ‘place’ agenda, while CT emphasised the importance of ensuring the language reflects current Scottish Government community priorities
• MC reinforced that the socialising of this mission and the broader community‑led approach is already underway, but stressed the importance of ensuring the activity is reported back into the group. He encouraged agencies to share what is currently happening so that collective awareness and alignment can continue to build

Actions

• VisitScotland and Scottish Government to advise on respective subgroup members.
• VisitScotland to update on visitor economy campaign.

 

Sustainable Transport

• RD updated on behalf of the Mission Group - discussed the benefits of rail to the visitor economy, noting that this is an opportune moment for the tourism strategy to make an impact. The focus is on understanding what visitors want—such as user‑friendly ticketing, targeted market optimisation, and strong industry collaboration—and ensuring available data is being fully utilised. VisitScotland is already tracking activity across these areas
• Consideration was given to what data industry partners currently hold and what additional insight may be available through the travel trade
• A proposal was made to second someone for 6–9 months to coordinate railway stakeholder engagement, with the opportunity being advertised internally
• Work is underway that will enable a fuller discussion at a future ILG meeting, with a more in‑depth conversation expected in summer 2026, depending on progress over the turn of the year
• Early conversations with rail stakeholders indicate growing recognition of the opportunity for increased revenue. It was noted that Scotland provides a substantial subsidy to the rail network, meaning the industry starts from a sub‑optimal position, but the potential remains significant
• Work over the next 6–9 months will take a view beyond the scope of Scotland Outlook 2030, and much of the required investment has long lead times. New rolling stock is expected in 2029, with further arrivals in 2035

Discussion was held following the update.

• MC expressed frustration with West Coast Rail connectivity issues
• KJ noted that Transport Scotland participates in the STAG appraisal process.
• GC commented that progress is being made by shifting thinking among a small number of individuals.
• RD felt that the developing strategy is already helping influence mindsets.
• MC cautioned that the appointment of a new Transport Minister presents another hurdle.
• RD noted that Scottish Rail Holdings has highlighted to Cabinet Secretary for Transport the need for Ministerial influence on these issues.
• MC said that rail development is being taken positively and likened the momentum to the Sail Scotland approach, which secured significant funding. Mentioned the growth of marina infrastructure and the wider issue of island connectivity. Raised the example of Arran and feedback gathered from Expo.
• RD observed that the rail industry is showing humility, recognising gaps in its understanding and adjusting its approach accordingly.
• AC stressed the importance of including events within the wider strategy, given the movement of large numbers of people.
• Joshua Ryan-Saha asked whether rail operators were assessing the split between international and domestic passengers through their payment processors
• RD confirmed that data assessment is underway and that two ScotRail directors and ScotRail’s Tourism Manager are fully engaged
• JRS noted that further insights could be extracted from this data
• RD agreed that many detailed areas still need to be explored
• JRS flagged Data Thistle as a strong source of event data and noted that Byway is already engaging with ScotRail on rail‑first travel options, with strong links to Net Zero goals
• RD said a data workshop is needed and that JRS should be involved
• RD also noted the work to date has not focused on other transport modes and suggested bringing the mission group back together to ensure a broader transport view
• CG highlighted the importance of collaboration and the overlap with other ILG missions, particularly staff mobility, Net Zero, and Community‑Led Tourism
• RD acknowledged there is significantly more work to be done

Actions

• Hannah Ross, Scottish Rail Holdings and colleagues to be invited to present plans to the group at a suitable point in future.

 

Technology to Enable

JRS outlined that the mission has two major strands:

• Getting granular data into the hands of tourism stakeholders;
• Accelerating the development and adoption of AI across the visitor economy.
• Highlighted AI’s potential to enhance operations, enabling businesses to employ more staff or offer better working hours
• Reported positive progress for the Scotland Tourism Data Partnership (STDP), including strong meetings with John Quinn and with Cat Leaver from VisitScotland, who has been a huge support. The next formal meeting will take place in the new year
• Thanks to the Secretariat for coordination of the previous session in September and noted recent engagement with the Scottish Government’s geospatial data group, with the aim of elevating tourism’s visibility in that agenda

Provided an update on the four pilot projects, which include:

• Infrastructure investment;
• Business intelligence;
• Data work linked to AI systems (currently more research focused);
• A visitor management pilot funded through RTIF, using mobile phone data to assess whether it can reliably support visitor flow insights. Vodafone data will be used to test suitability.
• Noted that card transaction data may ultimately prove more granular and useful, particularly for international segmentation
• JRS met with Glasgow City Council to discuss data and visualisation work, with CG setting up further engagement. Workshops are planned on developing trusted data for AI, including how to prioritise and build a knowledge graph
• Informally, mentioned recent discussions with FB
• On AI adoption, reported that Deputy Director for Innovation and Industrial Transformation, at Scottish Government is advocating for AI support for SMEs and successfully positioned tourism as a major driver of this work. Further engagement is planned to ensure programmes and policies become genuinely useful to industry
• Stressed the importance of being involved in delivery, as long as it doesn’t remove strategic focus, and noted HIT’s newly launched AI education programme
• New sessions for early next year will explore automation and augmented AI in back office functions, with the aim of freeing up capacity for frontline customer interaction
• JRS also highlighted ongoing conversations with Scottish Enterprise, recognising the number of levers at their disposal and the need for these to be designed with the tourism sector in mind. He sees significant crossover potential across missions
• Noted growing concerns about the erosion of trust in AI, which makes transparency and governance even more important
• JRS is following up with CT on work with developers, Bolder
• Briefed the group on Project Compass, led by Shaon Tendulker of GeoTourist. An automated tool for distributing funding calls across the sector. MC referenced discussions at the TMI conference, where concerns were raised about the time required to assemble responses to funding opportunities

A wider discussion was then held:

• JRS stressed the importance of a closed brain AI model, accessible only to industry partners, to build trust and reduce the resource burden on DMOs. The model has already shown promise through the Marine Strategy work, where AI collated material from trusted sources and helped prepare a funding application. The initiative is being further developed with David Jackson, Regional Director at VisitScotland
• KJ shared that Springboard is actively using AI, supported by a framework and policy developed through a cross team working group. Tangible benefits include saving 440 hours per year, reducing CV creation time to 10 minutes via Canva, and using AI tools for bid writing and guided navigation of complex information. She offered to share their resources with JRS
• JRS welcomed Springboard’s offer, noting its value particularly for the augmented AI workstream focused on small businesses
• MC added that organisations are being invited to contribute to the closed brain model and noted strong parallels with other Scottish organisations facing resource constraints. He mentioned that VisitAberdeenshire had been impressed by the potential of the approach

JRS concluded with two updates:

• Over 50 destinations attended a recent AI bootcamp in Scotland, demonstrating growing leadership momentum;
• Next week he will attend the European Tourism Forum, providing further opportunities for international positioning.

 

Proud & Valued People

• Lawrence Durden reported that SDS has published the latest Sector Skills Assessment, drawing on data and insights from the skills group and mission groups. The assessment provides useful context for the sector, covering the gender pay gap, wages, modern apprenticeships, job postings, vacancies, and breakdowns of digital practitioner roles. LD encouraged groups to use the data to understand underlying issues

• LD also outlined progress on the Careers Collaborative, bringing together all bodies involved in careers provision, including the third sector and Developing the Young Workforce (DYW), into a single, joined‑up approach aimed at meeting sector needs. He noted that a future ILG dedicated to careers guidance in Scotland may emerge as part of wider skills‑landscape reform

• Skills planning policy is still being developed, with SG beginning to consider sector prioritisation. LD noted the need for SG to clarify which sectors are considered critical and how importance should be measured: volume of jobs, pay levels, or strategic impact

• Graeme Dey has been replaced by Ben McPherson, as Minister for Higher and Further Education. Ben McPherson has hospitality experience from his time working as a bartender

• KJ shared that Springboard is preparing a leaflet campaign for early 2026 and asked for support from businesses and employees to highlight best practice and celebrate success stories

• HIT has launched its executive leadership programme for the west coast, and an update will be provided at the next deep dive on People

• The skills group continues to share best practice. Fife Arms, the Scottish Thistle Employer of the Year winner, attended recently, and the group intends to develop a case study

• The final skills group meeting of the year took place two days previously and included a Mentimeter session on GCA, the results of which will be fed back into the mission and future ILG meetings

• LD confirmed additional SDS funding to run an event, with updates from the South of Scotland included from the most recent meeting. The group reviewed questions designed to test sentiment among sector workers

• Several programmes were highlighted, including a skills proposal and skills hub, as well as a skills passport pilot being developed with DWP and Springboard. HIT’s Leadership and Executive Programme is also underway. Collaboration continues with job centres, 14 people have recently moved into various Glasgow workplaces as part of a pilot

• With the appointment of the new Minister, the Tourism Skills Group will see Richard Lochhead MSP step down, with further updates expected

Two major challenges were raised:

• Events workforce coordination, with Scotland lacking a unified understanding of staffing requirements; Glasgow Life provided strong coordination during 2014, and the group discussed how this could be replicated
• Cost‑of‑doing‑business pressures, with more businesses struggling across the sector
• KJ updated on Springboard’s The "One Million" Goal: They have an ambitious 2030 pledge to deliver one million new hospitality skills.

The discussion section was opened:

• AC introduced YATEL, a programme co‑designed by young people, encouraging more businesses to engage
• MC confirmed he knows the team behind the development, and KJ added she has met them too, with AC asked to share more information. KJ noted that entry‑level roles are trending downward, raising concerns
• MC referenced work led by Gordon McIntyre, Hospitality Health on a leaflet drop that places information directly into employees’ hands
• RD, responding on events, committed to speaking with EventScotland team to explore establishing coordinated employment support for major events, noting its potential usefulness
• KJ highlighted the concentration of staffing within athletes’ villages during events
• Hannah Schlesinger Brodie connected this to the reputational piece on career opportunities and confirmed willingness to help where possible
• KJ emphasised the need to strengthen links with DYW, and KB agreed, noting DYW is aware of the gap between what businesses need and what they can currently supply
• MC stressed the ongoing challenge of changing perceptions of careers in the sector, highlighting the importance of framing and showcasing the diversity of opportunities at all levels
• KJ added that opportunities exist not just for young people, but equally for the 50+ workforce, noting the sector can provide meaningful roles for all ages

 

Future Infrastructure Investment

MR introduced the session, noting the following:

• MC updated the group on a recent call with several business organisations, initiated by the Scottish Futures Trust (SFT) as part of their current programme of work. SFT will publish a paper in January, setting out a list of priorities for 2030 and beyond
• MC encouraged the group to imagine Scotland’s tourism system in 2030 and beyond, emphasising the need for fit‑for‑purpose national infrastructure that can attract long‑term investment
• He noted discussions around the health and ageing demographic agenda, highlighting that tourism needs to be part of broader national planning conversations
• The forthcoming January paper will outline long‑term needs, and MC stressed that the ILG—given its maturity and strategic reach—should help shape thinking on what tourism will look like in future
• Several initial headings have been highlighted, and MC asked the group to begin considering how the future picture of Scotland’s visitor economy should be framed, including opportunities for strategic development, efficiency gains, and investment positioning
• He also raised the importance of Scotland’s natural assets, land, and heritage, stressing the need to protect “our absolute trophies.”
• MC proposed a dedicated session early in the new year to explore this fully
• MC queried whether VisitScotland had been asked to contribute to the SFT work
• RD agreed to follow up, he emphasised the need to pitch the sector’s interests clearly, particularly under the banner of public infrastructure, an inarguably legitimate investment area, which can create scope for complementary private‑sector involvement
• MC raised the issue of rural population retention and asked how infrastructure investment could help protect and sustain rural communities
• RD highlighted that the visitor economy exceeds 11% of the value of the economy in many rural areas, and asked how further growth could be unlocked by accelerating public investment. He gave the example of early broadband roll‑out, which significantly boosted rural visitor‑economy performance. He noted opportunities in Forth Valley, the North East, and areas already strong but capable of further expansion
• AC noted the transformational impact of the SEC redevelopment for Glasgow as an example of infrastructure investment done well
• MC encouraged the group to identify both the opportunities and the needs clearly
• AM said that by 2026, Scottish Enterprise should be directly involved in the work and that SDI may also have a role
• JRS commented that SFT’s existing data shows Scotland’s tourism footprint is largely missing, and that long‑term thinking must also consider climate adaptation, including the degradation of heritage assets noted by HES
• MC observed that although some scanning work has taken place, there has been no engagement with a group like the ILG, and suggested this presents a major opportunity
• RD noted that SFT always has funding and the question is what they intend to spend it on
• CT asked how this work sits within the National Planning Framework
• MC said there needs to be coordination between the two
• JRS pointed out that neither SFT nor SG has the granular tourism data needed for proper long‑term modelling
• MC concluded by emphasising the strategic value of the ILG, noting that this should be taken forward as a major conversation in January

Actions

• Secretariat to invite SFT to present at February’s ILG meeting.

 

Future Planning – ILG’s Programme for 2026

GM introduced the session on behalf of the ILG Secretariat. Outlining proposed areas of focus for future meetings of the Tourism & Hospitality Industry Leadership Group (ILG) during 2026 and inviting discussion on the ILG’s forward programme to ensure that, collectively as an industry, we remain aligned to the ambitions of Scotland Outlook 2030 and continue to position the ILG as a respected strategic forum across the public, private and third sectors.
 
Priority topics were identified as being:

• Scottish Enterprise
• Rail development
• Community Led Tourism
• Investment
• Scotland Outlook 2030 Tracker

Sessions Suggested by ILG Members

• Major Events 2026 – 2028
• Leadership Session
• International Best Practice
• Funding
• Post-Election

Meeting formats were also covered, with key considerations being:

• Timings
• Structure
• Missions
• Location

The session was opened for wider discussion: 

• CG emphasised the need for continuity in representation as the group looks ahead, with the election looming in May
• GC agreed, noting that while continuity is expected, many individuals will be entering government for the first time and will want to make their mark, often viewing ILG engagement as an attractive early opportunity with good visibility
• MC reflected on Scotland’s abundance of fantastic assets, reinforcing the importance of involving decision‑makers early
• GC pointed out that ensuring meetings will be in close proximity to Parliament, will make Ministerial engagement more achievable
• MC suggested the possibility of adding an early‑evening element to maximise impact, stressing the critical nature of face‑to‑face engagement
• JR strongly agreed with the importance of this
• MC also noted the recent changes across government and stressed the need to join the dots, clarify portfolios, and identify which Ministers and officials the ILG would want in the room
• CT said the group needs to be very clear about the options it is proposing when inviting Ministers
• MC asked what the optimum date and time would be for ensuring meaningful participation
• KJ highlighted the importance of offering Ministers a genuine opportunity to contribute, not simply observe
• AM spoke about the practicalities of travel, sometimes involving four hours, and said the group should accept that participation may be “listening‑in” at times—but that she would always rather make the journey for something of value
• MC agreed that value is essential and emphasised that meetings should be well‑prepared, with papers that enable Ministers and members to engage easily. He noted that while hybrid/technology options have a place, they must be used selectively
• JRS said small‑group discussions work particularly well, as they support contribution and interpretation of complex information
• MC observed that people are sometimes less inclined to participate remotely, but he hopes to create an environment that supports
• KJ added that collaborative sessions, leadership workshops, and shared time (such as team dinners) strengthen cohesion
• RD noted the importance of drawing the EIAG closer to this group to align leadership and understand what “best in class” looks like
• AM mentioned the Scotland Food & Drink partnership, highlighting the significant overlap with tourism
• MC said there is growing traction across the board

 

AOB – Cruise

• MC updated that the cruise industry is making the case for a dedicated cruise strategy but reiterated that the ILG will not develop sector‑specific strategies. Instead, cruise stakeholders can continue working independently, with ILG acting at arm’s length
• CT and MC referenced the previous overarching strategy, noting that while much good work had been delivered through the central group, maintaining cross‑sector coherence remains important.
• KB recalled the previous strategy, which acted as the foundation for all specialist strategies. She suggested feeding all these strategies into AI to generate an executive summary
• JRS said this may surface useful tensions and conflicts worth exploring
• CG raised the importance of clear identification of roles and outputs.
• CT stressed that the group is not communicating the missions well enough, and that this remains a gap
• RD stated that on cruise‑related issues (such as the cruise levy), the ILG should not confuse its leadership function, it should focus on making a meaningful difference and coordinating a diverse mix of sectors. He recommended offering an invitation to other sectors, so ILG can explain its role and support alignment
• MC emphasised that the ILG is not a gatekeeper but a strategic group with the opportunity to inform and guide
• KB said the group understands its role as ambassadors and advocates for the missions but that a communications strategy and single source of truth is missing. She said more support is needed to achieve this
• JR noted that she has requested such support repeatedly
• MC referenced the last ILG video and said the next phase of narrative development must be strong and widely socialised
• JR agreed, saying the new narrative must be vibrant

Actions

• Secretariat to review current comms package and consider resources to be developed.
• A note of strategies across the sector to be compiled into a one-pager as part of advice for the minister.