Fri 26 Aug 16
Click here to view the Fife e-Update.
We know the way in which visitors access information about Scotland has changed dramatically over the years and we need to ensure that we respond quickly to those changes. With this in mind, our iKnow Scotland initiative has been designed to galvanise the nation and build on the spirit, pride and passion people have for this country to reach more potential visitors.
As part of this, our coo-campervans have travelled the length and breadth of Scotland this summer, proving a hit with visitors and residents alike. They are among the many innovative ways that we hope will create advocates, ambassadors and pride-builders for Scotland.
We've also launched the VisitScotland Information Partnership (VIP) programme with over 200 businesses signed up thus far. This new accredited service will help further strengthen and enhance the overall visitor experience.
It's ultimately about reaching more people with more information so they stay longer, spend more and grow the visitor economy and create jobs. Tourism is the most competitive industry in the world and we need to think differently, pooling our collective knowledge, passion and enthusiasm to attract visitors.
Enjoy this month's eUpdate.
Malcolm Roughead, OBE
Chief Executive, VisitScotland