大象传媒

Documentary taking a humorous look at the early days of tourism in Scotland, from the Speyside St Moritz to cultural Clydeside.

In 1969, the Scottish tourist board turned professional, becoming a government-funded body whose remit was to promote Scotland as a tourist destination. With that came the responsibility of deciding what actually was good about Scotland. Tourism was seen as a route to keeping jobs in the Highlands, as well as a chance to create jobs at a time of rapid de-industrialisation. However, as early tourist board staff recall, it wasn鈥檛 as easy as simply laying out the welcome mat, with many of Scotland鈥檚 hotels not being up to the standards required.

However, there was hope in the form of Aviemore. Designed by architect John Poulson, Aviemore rose in the Spey Valley in the 1960s, with the bold aim that it would be Scotland鈥檚 St Moritz. It succeeded at first, luring tens of thousands of tourists all year round, with the Santa Claus Land theme park added to attract visitors of the festive season.

The tourist board tried to raise standards across the industry, employing hotel inspectors whose job it was to stay incognito at hotels across Scotland and gauge the quality of the accommodation and food on offer.

1980s Glasgow was a tough sell as a holiday destination, but Glasgow tourism boss Eddie Friel had an idea to bring people to Glasgow for an event so that they could see what a great city it was. First came the Garden Festival of 1988, with the City of Culture hot on its heels in 1990, and Glasgow was transformed from hopeless to hip.

However, as Glasgow thrived, Aviemore withered and rusted away. The lack of snow, along with a dearth of investment, meant Scotland鈥檚 St Moritz was reduced to a laughing stock. In time, it would reinvent itself as a gateway to the Cairngorms, but it was a long haul.