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SMART TOURISM

SMART TOURISM.

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SMART TOURISM

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  1. SMART TOURISM The priority is to position businesses in Scotland’s tourism ecosystem to participate fully in the digital economy – particularly data driven innovation – in order that they can recognise, exploit and create value from technology and data assets they currently have, can access or create in order to grow and to stimulate the creation of innovative globally attractive travel tech companies using Scottish produced talent

  2. The StrategyThe Scottish Government - “Realising Scotland’s Full Potential in a Digital World: A Digital Strategy for Scotland”recognises that the development of the digital economy is a global phenomenon, happening at pace and is a core driver of productivity and inclusive growth. Tourism Scotland 2020(industry strategy) four key priorities for the realisation of the industry’s ambitions - Leadership, Investment, Quality of Experience and Digital Capabilities Thundering Hooves 2.0 - recommended digital innovation be a priority for Edinburgh's festivals • SMART Tourism - The Drivers  • Rise of disruptive tech – IoT, location based services, AI, VR/AR, blockchain • Changing demands of travelers  • Rise (and rise) of mobile • Collaborative economy • New markets e.g. China & changing characteristics of existing • Changing demographics • Travel as personal development • Personalisation & experience

  3. Our aspiration - towards SMART TOURISM • A Smart destination - is one with a strategy for technology, innovation, sustainability, accessibility and inclusivity along the entire tourism cycle: before, during and after the trip. A smart destination is also one with residents as well as tourists in mind, factoring multilingualism, cultural idiosyncrasies and seasonality into tourism planning. • Smart jobs - The future of travel is tech-based, so tourism jobs will require both technical and advanced soft skills used to effectively implement and manage smart initiatives. The greatest societal impact of digital transformation in tourism may be the effect on the sector’s workforce, which directly and indirectly represents 1 in every 10 jobs worldwide • Smart travel facilitation – a comprehensive smart travel model – one that includes smart visas, borders, security processes and infrastructure – will revolutionize tourism

  4. SMART Tourism programme overview The proposed programme over 4 years will:  develop collaborative approaches to data-driven managed growth in destinations to enhance the visitor experience; fund tourism specific innovation challenge calls; and provide digital and sector specialists to help companies in the tourism ecosystem develop improved, personalised market offerings and focus on increased sales and improved business performance through better use of technology. Together this will create a SMART Tourism framework across Scotland

  5. What will this look like in delivery • Tourism specific large scale & destination level innovation competitions • Collaborative SMART Destination projects • SMART Tourism integrators (people) – helping companies implement DDI to increase sales & improve business performance • Development for companies – on & off line - improving skills • Executive leadership development • DTS Phase 2 (following outcomes of review) • Stimulation of Scottish tech companies with ‘travel tech opportunity’ • Projects to derive insight from multiple data sources used to influence investment, new market development, product development (e.g. Total Quality Destination) – strategic & tactical

  6. Partners involved • Scottish Govt; VisitScotland; STA; HIE • The Data Lab • Destinations • Various LA's & DMO’s • Tech & travel tech sector • Academia • City Deal(s) • Others - Transport Scotland; Maas; Innovate UK; SFC; OTA’s; Data owners • Connected • First Horizon MEO (major economic opp – Digital Economy) • Scottish Government Programme for Government • Tourism Scotland 2030

  7. Ideas & your input Barriers Scale (96% SME’s), Infrastructure, Leadership, Lack of awareness, Skills, Industry readiness, Speed of tech change, Raising investment, cybersecurity risks Challenges Busy landscape – multi partner Need for coordination Balance of national, place based & business impacts

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