In the 2007 Visitor Experience Study by VisitScotland, a staggering 90 per cent of international visitors and 61 per cent of UK visitors said that they had visited a castle, historic house or palace during their visit to Scotland. It is precisely what the heritage sector can offer our visitors in Scotland that makes the Scottish tourism brand so uniquely different from our competitors.
With such a huge advantage at our fingertips, we now need to make sure that we can offer visitors an experience that far exceeds their expectations so that they both keep returning and recommending us to their family and friends.
By working together, looking at what others are doing and listening more closely to what visitors want, we can improve and develop what we offer. Then we can better face the future with confidence and help Scotland become a world class destination.
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