To ask the Scottish Executive what action has been undertaken to (a) improve Scotland and (b) market its potential as an accessible tourist destination both at home and abroad.
VisitScotland is committed to the marketing of Scotland, at home and abroad, as a quality, value for money destination for all. Their marketing strategy is based on sophisticated research, through which they segment their marketing activity and target consumers according to the age, gender, income and lifestyle of potential visitors. They take those people with disabilities into consideration in their activities, to ensure that Scotland is also promoted as an accessible tourism destination.
As part of continuous improvement, VisitScotland and the tourism industry are exploring ways to:
attract more disabled visitors to Scotland;
extend the range and quality of information on accessibility to accommodation and tourism facilities;
gain better information about the experience of disabled visitors, and
record the numbers of employed disabled people and ensure they are equitably treated.
Examples of these activities are: the VisitScotland Disability Equality Scheme, publications for the visually-impaired, e-marketing activities, Quality Assurance scheme for those with impaired mobility.