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Tourism is a Dun-deal

Press Release   •   Feb 02, 2018 15:24 GMT

V&A Dundee Director of Audiences and Media, Jane Ferguson and VisitScotland Chief Executive, Malcolm Roughead led a unique event to help local businesses capitalize on the tourism opportunities of V&A Dundee.

Over 100 businesses, organisations and individuals attended a unique event today (Friday 2 February) designed to help the local tourism industry capitalise on the opportunity presented by the opening of V&A Dundee.

With the world-famous attraction due to open in September, VisitScotland wants to help ensure local businesses are ready to welcome an influx of visitors.

A recent VisitScotland survey revealed that 40% of people come to Dundee & Angus to ‘visit a particular attraction’. It is expected that figure will significantly increase when the long-awaited museum opens on 15 September 2018.

In partnership with V&A Dundee, the national tourism organisation hosted a series of workshops encouraging delegates to step into the shoes of potential visitors, considering their interests and motivations, as well as looking at the customer experience from start to finish.

The arrival of V&A Dundee has been hailed as a ‘game-changer for local tourism’, showcasing Scotland’s cultural offering and providing a potential tourism boom for Dundee as well as the surrounding areas of Angus, Perthshire and Fife.

Global interest in the city is increasing daily with prestigious titles such as the Wall Street Journal, Bloomberg and the Guardian all listing Dundee as a must-visit destination in 2018.

Malcolm Roughead, VisitScotland Chief Executive, said: “Today’s successful event was a chance for the industry to regroup and make sure they are ready for what promises to be one of the most exciting moments in tourism history.

“I’ve been hugely impressed with the level of enthusiasm, commitment and passion demonstrated by the sector. There is a real sense of excitement and anticipation within the region which is wonderful to see. Tourism is more than a holiday experience, it creates jobs and sustains communities.

The East of Scotland possesses many of the assets that make Scotland so special, I look forward to even more visitors enjoying what it has to offer in 2018 and beyond.”

Jane Ferguson, V&A Dundee Director of Audiences and Media, said: “It’s fantastic to see the industry pulling together to make the most of its wonderful assets. Through V&A Dundee, we want people to enjoy and experience design through a vibrant programme of events and exhibitions. I’ve been really excited by some of the ideas and discussions I’ve had with those in the local tourism industry. Everybody here today, and of course right across the East of Scotland, will be an important partner for us as we position V&A Dundee as a must-visit attraction.”

Businesses from across the East of Scotland were among those who attended the ‘Capitalising on V&A Dundee visitor opportunities’ event.

Chris Roberts of R&R Boutique + Breakfast in Newbigging, said: “Collaboration rather than competition was one of the real eye openers for me today. The opening of V&A Dundee is a great opportunity for the industry to pull together and take advantage of the increased tourism in not just the city, but the surrounding areas too.”

Scott Byrne, General Manager at Hospitalfield, said: “It was encouraging to see real focus on the wider Tay City region. Angus is home to rich and diverse cultural spaces, such as Hospitalfield. V&A Dundee will serve as the perfect platform, celebrating what the region has to offer. The Open Change workshop was a real highlight of today’s event, enabling us to think creatively about what our visitors want.”

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Notes to Editors

  • Follow us on twitter: @visitscotnews
  • VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.
  • The organisation’s core objective is to contribute to the Tourism 2020 Strategy ambition of growing tourism revenues by £1 billion by 2020.
  • This will be supported by five overarching strategies: Marketing, Events, Quality and Sustainability, Inclusive Tourism, International Engagement.
  • The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
  • Spending by tourists in Scotland generates around £12 billion of economic activity in the wider Scottish supply chain and contributes around £6 billion to Scottish GDP (in basic prices). This represents about 5% of total Scottish GDP
  • For VisitScotland’s press releases go to, tourism statistics and frequently asked questions go to
  • Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
  • For holiday information on Scotland go to
  • For information about business tourism in Scotland go to

2018 Year of Young People

  • The Year of Young People 2018 will be the next of the Scottish Government’s series of themed years, following the Year of History, Heritage and Archaeology 2017.
  • The Year of Young People (YoYP 2018) will inspire Scotland through its young people aged 8 to 26, celebrating their achievements, valuing their contributions to communities and creating new opportunities for them to shine locally, nationally and globally
  • Central to YoYP 2018 will be a celebratory events programme that puts young people at the heart of its development and delivery, creating new and valuable experiences for young Scots and the wider public, with links to the inaugural 2018 European Championships.
  • Over 200 young people throughout Scotland are currently being recruited to become YoYP 2018 Ambassadors. Ambassadors will ensure that people and organisations in their communities know about what’s happening and will lead on projects and activities to create events and opportunities to celebrate young people.
  • The Year of Young People will have six themes which were developed in co-production with young people themselves:
  • oParticipation – looking at how young people can influence public services and decisions which affect their lives
  • oEducation – creating a stronger role for young people in shaping their learning
  • oHealth and Wellbeing – supporting young people to lead healthier, active lives and have opportunities to learn about and improve their mental health and resilience
  • oEquality and Discrimination – broadcasting the value of young Scots, challenging negative perceptions of young people, and supporting young people to take leading roles in challenging discrimination in all its forms.
  • oEnterprise and regeneration – celebrating young people’s role in innovation, entrepreneurship and the Scottish economy as well as making Scotland a greener and more pleasant place to live
  • oCulture – celebrating young people’s talent and contribution to Scottish culture and arts.
  • Further information on what’s happening and how people can get involved can be found on the new website or @YOYP2018 on Twitter.