The need for continuous improvement in Scotland’s tourism performance is widely acknowledged. In the age of global competition and more sophisticated travellers, Scotland must build and maintain a more internationally competitive tourism industry.

Scotland should become a “must-visit” destination where visitors’ needs come first and their enthusiastic recommendations encourage others to follow.

It is vital that we all have a genuine commitment to delivering a quality visitor experience.

This means doing things differently, exploring new avenues, working more effectively with others and taking risks.

Scottish Enterprise runs an innovation toolkit programme, including workshops, to inspire you to innovate. There is information on the programme, and other initiatives, on the Scottish Enterprise website.