Welcome to Scotland
Jacqui SouterVisitScotland, United Kingdom
Anna LilleengenNunwood Consulting Ltd, United Kingdom
INTRODUCTION
Competition within the world of tourism is fierce. International destinations are continually vying to be on top of the 'must visit' list. New entrants appear every year. The advent of low cost air travel has also meant that consumers can afford to be choosy about where to go. In a commercial environment where differentiation is the marketers' Holy Grail, uniqueness is an inordinately difficult end game!
In 2003 VisitScotland decided to face this challenge with a fresh outlook. The strategy was simple: to develop...