The Tourism Industry Leadership Group has developed a new strategy which has quality, value for money and exceeding customer expectations at its core.
The Scottish Tourism Alliance will lead the delivery of the strategy, which was launched today along with representatives from tourism businesses of all shapes and sizes.
The strategy’s common goal is to make Scotland a quality destination of 'first choice', where the nation's tourism assets (for example, nature, heritage, and destination towns and cities) are maximised to their full potential and turned into rich experiences for visitors.