Tourism, Security and Safety From Theory to Practice

Tourism in Scotland
Tourism is Scotland’s most important industry, injecting £2.5 billion into the econ-
omy annually (the web site www.scotexchange.net, Media Office, 2003). It is the
fourth biggest employer, employing 193,000, some 8% of the workforce. In 1995
the UK ranked fourth in the top ten tourist destinations in Europe, with 23.7 mil-
lion arrivals (De Vaal, 1997). However, inbound tourist statistics show that only 1.9
million of these United Kingdom visitors came to Scotland, with that figure drop-
ping to 1.5 million in 2001 (the web site www.staruk.org.uk, Key Facts, 2002).
This decrease is blamed on the effects of the September 11 terrorist attack and
on foot and mouth disease. As Bowditch (2002, p. 2) noted, “The tourism industry
hit by foot and mouth disease, a strong pound, the effects of terrorism and years of
poor management, desperately needs a boost.” 2002 saw increased visits to
Scotland by UK residents, with visits being up by 10% compared to 2001 (McKay,
2003). Thus we see that the “disaster” of foot and mouth disease had a very real
impact on tourist numbers. The Tourism Attitudes Survey (Know Your Market,
1999) indicated that 81% of all visitors came to Scotland for its beautiful scenery,
much of which by its very nature is peripheral. Destination attractions include
Scotland’s most dramatic and atmospheric places, from Culloden Moor to
Glencoe for the Brave Heart or the Loch Ness Monster experience (Visit Scotland,
2002). Thus otherness is actively promoted: “Nowhere else will awaken your
senses in quite the same way from loch side or seacoast to wild summit or vibrant
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cities—dramatic landscapes will inspire” (Visit Scotland and British Tourist
Authority, 2002, p. 1). Other tourist literature promotes “distinctive Highland cul-
ture, colorful history, built heritage, and opportunities for quality recreation within
our natural environment” (The Highlands of Scotland Tourist Board, 1997, p. 1).
Not all agree; Michael O’Leary, chief executive of the Irish airline Ryan Air,
argued that Scottish tourism was “stuck in the 50s, advertising Haggis and Castles
to the Europeans” (Robertson, 2001, p. 1).