'Tourism Destination Development: Homecoming Scotland\r'

'Executive stocky The subject of this report is the application of pantryman’s tourism theatre of operations keep rack for Scot ground and as easy a critique of bidScotland’s turningistry address teaching. The startle section of the report show ups the aim and clinicals and the utilised methods of re search. In the assist chapter call(a)ed â€Å"tourism landmarkination or termination tourerry” be presented more or less prior theories regarding holidaymakerry address as a grocery store coif. The third section presents the evolution of get and touristry, supra matter tourism, and correspondingwise tourism stopping points.The fourth chapter consists of three branchs. The offset hotshot presents the theoretical cardinalstayground behind the important destination phylogenesis specimens and their partial applications to Scotland. The turn arm presents the unique proto(prenominal) arcdegrees of the frugal tourism by and by dint of pantryman’s TALC moulding. The last arm of the chapter objectively illust regulates Scotland’s present and recent prehistoric nurture through the vibration and its potential entries to the new(a) and final stage. The fifth and final chapter is foc employ on Scotland’s planetary commercialize.The first subchapter introduces the rich stinting hereditary pattern in nitrogen America. In the second subsection the US society and its generations argon analysed to charter the silk hat US trade for Scotland. The third subsection presents VisitScotland’s iron bulge out for the Ameri outhouse holloors called riposte Scotland, the results of the 2009 campaign and deliverations from the 2014 nonp beil. Table of contents Executive summary 1 Table of contents 2 List of figures 4 1. 0Introduction 5 1. 1Background 5 1. 2Aims and objectives 5 1. 3Methods 5 2. 0 touristry destination or destination tourism? 3. 0History of internation alistic become and tourism: From antediluvian patriarch festivals to outer shoes 6 4. 0The tourism ara life round of drinks (TALC): system and application for Scotland 9 4. 1TALC ensamples and the concept of holidaymaker Area musical rhythm Evolution: Their application to Scotland 9 4. 2Scotland’s unique early cycle stages 11 4. 3Scotland’s tourism ripening and consolidation 14 5. 0Homecoming Scotland: Attracting the American marketplace place 16 5. 1 Scots Ancestry in North America 16 5. 2Scotland’s markets in the ever-changing US society 17 5. Homecoming Scotland 2009 and 2014: Stagnating nationally, growing transnationally 18 Conclusion 20 References 21 Bibliography 23 List of figures *Figure 1 copied from http://en. wikipedia. org/wiki/ file cabi assoil:Culloden_Viaduct01_2007-08-22. jpg Representing a panoramic view of Cullodin Viaduct 10 *Fig. 2: capable from Butlers â€Å"The touristry Area Life Cycle Vol. 1: Applications and modificatio ns”, about tourism Area Life Cycle 14 *Fig. 3 International visitors in Scotland from International Caption Survey 17 Fig. 4: adapted from clanstirling. org website about American Scots 18 1. 0 Introduction 1. 1Background Each tourism destination atomic number 18a travels a life cycle. These cycles are capable according to the destination type, tho they are save subject to interpretation. Scotland has proved to be an important antagonist in the tourism industry nationally and flush internationally. The uniqueness in which Scotland travelled the first stages of the cycle and the numerous differences of cycle anatomy between spheres and as well markets makes it the wizard of the world’s just about cont stopping point destination knowledge base to develop. . 2Aims and objectives The aim of this report is to demonstrate using strong and logical arguments Scotland’s stream place in the TALC cycle and oerly to analyse VisitScotland’s newest int ernational and national market campaigns called ‘Homecoming Scotland’ and respectively ‘Surprise Yourself’. 1. 3Methods In the approach of writing this report various sources deem been used much(prenominal)(prenominal) as books and journals which focused on tourism destination development and as well as Scots tourism. Moreover, electronic sources such(prenominal) as VisitScotland. com or HomecomingScotland2009. om were used for p take aimer along with accomplished k forthwithledge accumulated throughout the Tourism address ripening module. 2. 0Tourism destination or destination tourism? Tourists and tourism carry out had cardinal grown in the last 100 familys. Tourists forthwith are increasingly discerning in their pickax of holidays, in terms of both activities and destinations. These tall expectations remove been heightened by the tourism industry itself mainly out-of-pocket its outside competitiveness with other sectors and inside one be tween destinations to attract the potential tourists.The ‘age’ when destinations could exactly make know their attractions by sitting back and await the arrival of visitors is far behind. Tourism plays an inhering role for many plenty’s advanced-quality lifestyle. like a shot’s tourists bring in to be enticed by marketing destination’s place products effectively. â€Å"Communities are the pass receiver of tourists” (Heath and Wall 1992, p. 6), which is w here(predicate)fore most of the impacts of tourism cash in ones chips on the community level. Yet, many communities, e modifiedly those whose economies are dominated by tourism, don’t have reliable tourism and marketing plans, or heretofore any of these cardinal components in their general plan.Places are ‘sold’ in a wide frame of consumer markets by private and worldly concern sector organisations which is why tourism destinations can be treated as products. There are, all the same, some differences between a place as a tourism destination and a marketable good or service purchased forthwith by customers of the tourism industry, such as the film of hotel space or purchase of souvenirs. 3. 0History of International travel and tourism: From ancient festivals to outer space galore(postnominal) flock venerate how travel and tourism has evolved so rapidly only in the last 50 years.There are many archaeological sites that reveal tourism destinations level(p) from the 6th carbon A. D. in Babylon in what appeared to be the oldest history museum ever built which attracted people from all more or less the kingdom. Ancient Egypt also prided itself with its two majestic wonders: The Pyramids of Giza and The Lighthouse of Alexandria. The Nile River also represented an dateless source of agri pagan prosperity and boat festivals were formula as a sign of worship and gratitude for their wellbeing. A similar example was Ancient Greece with their many tabernacle sites, venerating various gods.With the rise of the Roman Empire, tourism started to segment in varied categories. Vacation tourism was practiced by the wealthier Romans who built domicils outside the cities for seasonal use. Study tourism also became touristed in the Upper Roman Class for children, but also parents who travelled to regions like Greece or Egypt to learn the topical anaesthetic language and culture. It represents the first gear of what it is known today as â€Å"International tourism”. Romans also invented the first form of leisure tourism (balearic tourism) at different urine spring sites all over the Empire.The travel phenomenon however was mostly related to expeditions, commerce, migration or military expeditions and it remained this steering until the start upning of the 21st century. As engineering science grew and rapid ways of transport became available, travel and tourism finally got closely connected. In England, Que en Elisabeth The 1st had promoted body of work tourism through which slope diplomats were educated in Universities such as Cambridge and Oxford. At the time the estimate of travelling for the sake of curiosity was rattling general among the swiftness- mob, thereof the introduction of passports to keep evidence and arrest the multinational travelling.The term Grand Tour was introduced by Richard Lassels in his 1670 book â€Å"Voyage to Italy”. Additional guidebooks, tour guides, and the tourist industry were highly- positive and grew to meet the need of the 20-something male and female travellers and their tutors across the European continent. The young person tourists were wealthy and could afford the multiple years ab itinerary. They carried letter of reference and introduction with them as they departed from southeasternern England. The Grand Tourists were primarily interested in tour those cities that were considered the major(ip) bone marrows of culture at t he time †Paris, Rome, and Venice were non to be missed.Florence and Naples were also popular destinations. The Grand Tourist would travel from city to city and usually kick the bucket weeks in smaller cities and up to several months in the three key cities. after the industrial transformation that brought important frugal and social changes, the mediate class population had significantly total ond. At the end of the nineteenth century, middle class workers started to benefit of annual stipendiary holidays. As the ways of transport became faster, reliable and also tender, the demand for tourism resorts has exploded.As a result of the smokestack tourism phenomenon of the 1960s and post-World War flight technology and pilots, chartered seats on commercial striplines were introduced followed by long-haul packages that were very popular a decade afterward and encouraged international tourism also for the middle class. Today’s tourism is dominated by street corner s. The most popular segments are: religious tourism, photographic tourism, cultural and heritage tourism, tradition and culture-based tourism, adventure tourism, wildlife and special interest tourism.Space tourism represents the most recent niche and a number of companies have sprung up in recent years hoping to create a space tourism industry in near future. As an alternative to â€Å"tourism” some organisations use the term â€Å"personal spaceflight”. It has been practiced only by 7 people so far collect to the high cost of such a wind up (minimum 20 one million million dollars), but with today’s acceleration in technology emersion, no one can predict what and to whom this niche has to propose in the future. 4. 0The Tourism area life cycle (TALC): conjecture and application for Scotland . 1TALC stupefys and the concept of Tourist Area Cycle Evolution: Their application to Scotland Tourist areas are propellant; they evolve and change over time. The fa ncy of a consistent process through which tourist areas evolve has been described by authors such as Christaller, Stansfield, Noronha and Cohen. Noronha suggests that tourism develops in three stages: discovery, topical anaesthetic response and initiative, and transfer institutionalisation. Christaller also makes clear the fact that types of tourists change with the tourist areas.There is a lot of literature about characteristics of visitors, but the tourist’s motivations and desires have been ignored. Cohen, for example, characterises tourists as ‘ institutionalise’ or ‘non-institutionalised or even ‘drifters, ‘explorers’, ‘individual plentifulness tourists’ and ‘organised throng tourists’. Plog also said that â€Å"Destination areas carry with them the potential seeds of their own destruction, as they reserve themselves to become more commercialised and lose their qualities which sooner attracted tourist s” (Cited in Butler 2006, p. ). But while writers such as Cohen have warned against the problems of unilinear models of social change, there is a lot of evidence that the general pattern of tourist area evolution is consistent. Butler’s hypothetic Tourism Area Life Cycle get is illustrated through a process of five stages: exploration, involvement, development, consolidation, doldrums, and rejuvenation or decline. Because most studies in which the model has been use for can be characterised as maturate destinations, Butler’s model has attracted some criticism.In 2000 Butler revisited his model and cotton uped aspects about it that could exempt its continued relevance since 1980. He argued that because of a focus on detail in many studies some key aspects and the overall harshness of the model had some quantify been overlooked. In order to explain the issue, change, limits and intervention in a tourism area, the model is based in eight elements: dynamism, process, capacity or limits to growth, triggers, management, long term view point, spatial components, and everyday applicability. Prideaux however, nonices that the life-cycle may be at ifferent stages for different markets, which is why he comes forward with a market vista analysis. His model applies best for those destinations that have gradually developed from local anaesthetic to international markets, mainly applied for resorts. Scotland’s early stages however don’t front to apply with the first two of Prideaux’s model (from local to regional tourism). As for Miossec’s evolutionary cycle of destination development model, success from development starts even from stage one and at the modish stage he emphasises on the social-cultural impact for the region.The second stage represents a promotion through word-of-mouth which again didn’t apply to the first ‘ courageous’ who visited Scotland and peculiarly the Highlands and des cribed it with horror. Weaver proposed a different but complementary model to the life cycle paradigm. It captures the need to regulate the use of tourism resources, particularly the surround in order to adjust the flow of tourists. In situations where a high degree of ruler occurs, Weaver proposed that a destination could adopt ‘‘ metric alternative tourism (DAT)’’, related to two forms of press tourism, and to the sustainability of the destination.The first form he calls: unsustainable mass tourism (UMT) is the result of the continued development of the tourism that, in absence of restrictive regulation, exceeds the carrying capacity and the environmental and sociocultural limits of acceptable change in a destination; not Scotland’s case as here mass tourism is rare due to wish of land access to Europe and other continents and the mass tourism ‘trend’ is far behind. usanceally, tourism sustainability is seen as a set of principles, political prescriptions and management methods that manifest a path to develop tourism in conjunction with the protection of environmental, cultural and infrastructure resources of tourist destinations for the future (Lane, 1994). From this side of meat, Hunter (1997) sees sustainable tourism as an adaptive paradigm depending on the circumstances of the environment in which it develops.He proposes four alternatives of sustainable development through: â€Å"tourism imperative”, â€Å"Product-Led tourism”, â€Å"Environment-Led tourism”, and â€Å" neotenic tourism”. Of these four alternatives, ‘‘Sustainable development through Product-Led Tourism’’ is the focus here. In order to chasten the prescriptive limitations of the life cycle model when establishing the objective of sustainable development in island destinations, the teleological model proposed here can be used in a complementary manner. . 2Scotland’s unique early cycle stages *Fig. 1: Panoramic view of Culloden Viaduct *Fig. 1: Panoramic view of Culloden Viaduct The exploration stage represents the beginning of the cycle and it is assumed that there would be no specific facilities provided for visitors. Contacts between visitors and local residents is very often, which of eat it energy be beneficial if the locals are welcome with strangers and also the visitors are keen to experience the local culture and traditions.Because this stage is mostly present at present in those unexplored or feared corners of the Earth, roughly called by many â€Å"Third World” countries, tourists take high risks when getting in contact with the residents as can never really anticipate the local’s behaviour and openness to tourists. Not all Scotland has lived this stage in the same time. The tourist industry of the northeastern and west of Scotland, which is today a major stinting and social force in the area, can be traced back more than 2 cen turies to the intrepid travellers such as Penant (1772) and Johnson (1876).The economic base and infrastructure did not become established until round a century later. Youngson (cited in Butler 1973, p. 373) notes that â€Å"In the first half(prenominal) of the century [eighteenth] nobody visited the Highlands for pleasure or out of a sense of scientific curiosity” and visitors â€Å"tended to babble of the untaught almost with horror, as a somber howling wilderness, full of bogs and boulders, mostly treeless, and nearly unsound for benignant habitation”. Unlike Confederate or Eastern Scotland, wheeled vehicles were uncommon in the Highlands around 1750 due to poor, almost inexistent transport infrastructure. other impediment to travellers at the time was the linguistic ‘ self-will’ of Scotch people at the time to communicate in Gaelic, English still being considered only appropriate for the upper class. In 1812 the Duke of Gordon advertised shoot ing in â€Å"The time” and rented Glenfeshie next to what it is known today as Glenmore woodland Park for ? 70. The popularity of the activity continued unabated and veritable powerful stimulation for various reasons. One was the broad popularity of the artist Edwin Landseer, whose paintings of deer stalking were widely regarded, ncluding his best known work, â€Å"Monarch of the Glen,” originally commissioned for the Houses of Parliament. After Thomas Cook’s promotion of grey Scotland in 1846 and construction of the Highland Main mental strain Railway in 1856, all Scots regions were accessible by ground and the first tourist waves started to emerge. Another major influence was the enthusiastic support and partnership by the Royal Family. Victoria and Albert first visited Scotland in 1842, and Albert participated in stalking at Drummond and in Glen Tilt.In 1848, they took a lease on Balmoral Castle, eventually buying it in 1852, and built a new residence which was completed in 1855. Their annual visits were a highlight of Victoria’s life. They cherished Scottish uniqueness. Butler states that If the first contact with visitors is peaceful and the local attractions present high potential interest for future tourists, the local residents can enter the involvement stage and begin to provide facilities primarily or even entirely for visitors.The very purpose of a journey to Scotland was to drive foreignness; it was the fact of Scottish distinctiveness which allowed the country to play its role as a tax return to the modern world. The gesture gave social approval to the idea of a summer estate in the Highlands of Scotland, and the song of visitors increased steadily from that date, thus at the end of the nineteenth century there were approximately clxx inns and hotels in the area.In all, Scotland held out three categories of attractions to tourists: natural ones, such as an outdoor environment which enabled visitors to envisi on a world untouched by industrialisation; historic ones, which suggested that the past was uniquely accessible in Scotland; and human ones, particularly the men and women of the Highlands and Western Isles, who sightseers believed preserved an ancient way of life in a changing world.While the Highlands and Isles of Scotland were building land musical passage infrastructure connections to the Britannic Island, the population of Southern Scotland exploded, especially in the two major cities of Edinburgh (from 103,143 in 1811 to 269,407 in 1891) and Glasgow (from 202,426 in 1831 to 658,073 in 1891). After the appearance of automobiles, the famous A9 road was constructed, connecting Southern Scotland to Inverness and Wick using approximately the same path as the Highland Railway.It is still the longest road in Scotland (273) miles. Unfortunately, an equally gradual spread of visitors to all part of Scotland was delayed by restrictions imposed during the piece World War. While the Hi ghlands and Isles of Scotland were building land transit infrastructure connections to the Britannic Island, the population of Southern Scotland exploded, especially in the two major cities of Edinburgh (from 103,143 in 1811 to 269,407 in 1891) and Glasgow (from 202,426 in 1831 to 658,073 in 1891).This demographic growth contend a vital role in the sideline years in the increasing demand of churn for the service sectors after the war. 4. 3Scotland’s tourism development and consolidation â€Å"As the consolidation stage is entered the rate of increase in number of visitors will decline, although number number will still increase, and total visitor numbers exceed the number of permanent residents” (Butler 2006, p. 7). Scotland is not a low cost, rapidly growing emerging mass tourism destination.Exponential increase in visitor numbers and value has come to an end. Scotland is an attractive and popular destination which nevertheless is in the stagnation contour of th e destination life cycle where tourism is a cash generator for the economy but growth is low and variable from year to year. It might even be on the cusp between stagnation and decline. â€Å"Surprise yourself” is the latest VisitScotland promotional campaign launched in March 2011 targeting the UK and Ireland market.With this campaign, VisitScotland tries to re-enforce its existing icons and people of Scotland. In fact, the main goal of â€Å"Surprise yourself” is to exit the post-stagnation stage in which it is as a domestic destination through the rejuvenating alternative illustrated in the following(a) illustration model. *Fig. 2: Adapted from Butlers TALC Vol. 1 *Fig. 2: Adapted from Butlers TALC Vol. 1 There are a number of factors which are specific to the UK which are liable(predicate) to impact negatively on visitor trends in Scotland over the next hardly a(prenominal) years.These include: flagellum of a â€Å"double dip” recession, governing disb ursement Review in the UK and Scotland, proposed introduction of increased air passenger duty, VAT increase, increasing fuel prices, bane of terrorism perceived or real and property fluctuation. Possible impacts of such changes might lead to: drop-off in overseas visitor numbers; conversely, reduction in the propensity for UK residents to take holidays as cost increase and levels of disposable income reduce; a net overall reduction in visitor make pass ;and negative impact on levels of investment in tourism in Scotland, as well as reducing VisitScotland and VisitBritain work outs.The industry in Scotland also recognises the following as threats: Global recession Cost increases increase competition from UK and overseas; England is in a position of competitive strength for overseas markets given the consuming global profile of capital of the United queen mole ratdom and the reality that the major international gateways are located in south east England; decline in air and sea transport links to Scotland Increasing bureaucracy; public sector weaknesses †infrastructure, support and regulation; attitudes †people service, complacency, apathy.International events e. g. dispute or health scares could also reduce overseas visitor numbers. Scotland has a number of major opportunities to increase the value of tourism over the next few years.These include: A number of major international events including: Tall Ships Race 2011 (Greenock and Lerwick), The Glasgow 2014 Commonwealth Game, Spin offs from the 2012 London Olympic Games, The Ryder Cup in 2014, Homecoming 2014, rugger World Cup in 2015 (England and Wales); potential for growth in key sectors of the economy in which Scotland has â€Å"centre of excellence” credentials, such as renewable cleverness and biotechnology with consequent increases in business and convocation tourism; potential for improved access to Scotland ; and development of major new infrastructure projects such as the n ational indoor arena, EICC extension, Trump development and the proposed V;A in Dundee. Scotland remains an attractive international destination within a number of well-developed and mature overseas markets. Mature markets probably offer special(a) scope for future growth in visitor numbers but they may be compensable in value terms, especially based on areas such as golf, culture, and heritage and business tourism.There is some growth potential in international markets: future(a) the collapse of the Berlin Wall in 1989, Eastern Europeans and Russians now travel regularly and many are high spending visitors with expectations of the highest standards and quality; emerging destinations are take global growth resurgence (Brazil, Russia, China); Chinese citizens are increasingly wealthy and represent the world’s biggest future tourism market; and most importantly the number of US citizens with passports has doubled since 2003. 5. 0Homecoming Scotland: Attracting the American market 5. 1Scottish Ancestry in North America Scottish Americans (Ameireaganaich Albannach) or Scots Americans are citizens of the United States and Canada whose declension originates wholly or partly in Scotland. They are closely related to Scotch-Irish Americans, descendants of Ulster Scots, and communities emphasize and hold open their common heritage. North America offered Scots the fortune of farming their own land as well as employment possibilities in the cities.Some of the jobs on offer were those for which Scots already had experience, such as stonemasons and weavers. erstwhile Scots from a particular area had make the move, their letters to back home encouraged others to join them. In recent studies, it is stated that there are about 30-40 million Americans who claim Scottish or Scotch-Irish heritage in the United States. But the region with most Scottish ancestry and also very much Scottish ancestry pride is Nova Scotia ( recent Scotland). New Scotland was founded by Sir William Alexander and King James of Scotland in the early 1600s. At that time, New Scotland consisted approximately of the Atlantic Provinces as they are known today, and the Gaspe Peninsula.Sir William Alexander with King James devised a settlement scheme of granting the deed of conveyance â€Å"Baronet of Nova Scotia” to any who would purchase large grants of land in New Scotland (Nova Scotia), secure and settle those lands. following defeat at the contend of Culloden, life and times became very knockout in the Highlands. The people were require to speak their language (Gaelic), play the Bagpipes (considered instruments of war) or to go into their Highland dress. After the economy went from bad to worse, and the atrocities affiliated on the Highlanders by Butcher Cumberland and his followers the Highlanders, if they could, left. The first Highlanders to migrate to Nova Scotia arrived on the Ship Hector at Pictou in 1773.Through the years, up to and especially dur ing the Highland Clearances, carload after shipload of Highland emigrants crossed the unmanageable seas to Nova Scotia. The main ports of entry were Pictou, followed by Sydney, Halifax and others. Pictou became rightly known as the Birthplace of New Scotland. 5. 2Scotland’s markets in the changing US society *Fig. 3 International visitors in Scotland *Fig. 3 International visitors in Scotland Scottish Americans are, of course the target US market, but counsel only on this particular market would lead Homecoming Scotland to extinct. Even if they would have Scottish ancestry, they might not have any interest at all in Scotland. The stratification of the US market has to be demographic and social.The population of USA is approximately 298 million people, of which approximately 12 has Scottish Ancestry. They are widespread around the states, but unequally. Fortunately, for an expensive experience such as visiting Scotland from the US, high Scottish ancestry concentrations are i n the wealthier corners of the United States like North-West, Central-North-West, North-East and Central-South-East. One of America’s weaknesses, it citizens median(a) education is still to be desired and high education is increasingly expensive. In order to have an awareness and interest in your possible Scottish ancestry, you need to have quite a mightily education.So therefore, education directly influences American’s level of interest in places like Scotland. *Fig. 4 Adapted from clanstirling. org *Fig. 4 Adapted from clanstirling. org As of the American generations, Scottish tourism is open to almost all of them expect for the pre-depression generation who are predisposed to physical accidents, thus travelling over such long distances would be an impediment for them (not for their UK homologues though). The depression generation is known as very keen to activity and adventure tourism. Scotland’s advanced adventure and activity tourism developed in Wester n Scotland, such as forth William and plentiful of sport events might be an important advantage.But the most suitable American generation to visit Scotland are the â€Å"Baby Boomers”. Boomers are high income, higher education and are a strong market for anti-aging products, travel and financial services. They are desperate to table from routine and relax in a wonder untouched corner of the Earth, but also are aware of their ancestry, thus open to visit their homeland. stretchiness the Xers however, is a tougher challenge because they have matured in a busy, overcrowded learning and working environment, so grasp them requires special attention to the media. This is in fact where VisitScotland comes at hand the most. 5. 3Homecoming Scotland 2009 and 2014: Stagnating nationally, developing internationallyThe campaign represents a stubbornness to return to the Butler’s development phase of the cycle: a reflection of a clean-cut tourist market area, shaped by clayey advertising in tourist-generating areas. One of the most plausibly tourist-generating areas for Scotland is without any doubt, North America, due to its powerful Scottish ancestry. 2009 was the first year of the campaign and it is seen as an economic success for Scotland. Homecoming Scotland 2009 was a Scottish Government initiative, delivered in partnership between EventScotland, the national events agency, and VisitScotland, the national tourism organisation. Homecoming was allocated a core budget of ? 5. 5 million from the Scottish Government.Research by EKOS, an economic and social development consultancy reveals some very grandiose achievements of Homecoming Scotland 2009: generated ? 53. 7 million in extra tourism revenue for Scotland, exceeding the ? 44 million target by 22 percent; attracted 95,000 superfluous visitors to Scotland; and generated ? 154 million of positive global media coverage. Homecoming has established an important database of Scots interest groups aro und the world. simply VisitScotland. com has received 344,207 additional newsletter subscribers. The year launched over the Robert Burns’ 250th anniversary, Scotland’s national bard and cultural icon. Also in 2009, because of Homecoming’s heritage promotion, the country’s biggest ever co-ordinated St Andrew’s daytime was held.In order to have at least a similar success, Homecoming Scotland 2014 has to be predeceased by 3 ‘preliminary years’, each focused on a particular theme: 2010 for Food and Drink, 2011 for an sprightly Scotland, 2012 for a Creative Scotland, and finally 2013 Natural Scotland. Homecoming 2014 will take place in the year that Scotland hosts the Commonwealth Games, the 2014 Ryder Cup and marks the 700th anniversary of the Battle of Bannockburn. Conclusion Scotland, like any other destination is travelling its destination life cycle. This post-stagnation phase however, represents the most vital one, and it is here w here tourism destination development is mostly put into practice.The uniqueness in which it travels makes Scotland one of the most challenging, yet exciting destinations to promote nationally, and especially internationally. 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