Scotland is a must-see destination where our visitors' needs come first

Mike Watson Tourism Minister

The launch of the initiative follows a five-month consultation exercise which focused on reversing the decline in visitor numbers.

With the attack on the United States on 11 September contributing to the slowdown, it is estimated that Scotland lost �500m in tourism revenue last year.

A number of niche campaigns, particularly in the areas of golf and genealogy have brought some positive results.

It says the priorities for developing Scottish tourism are:

• Developing a better and stronger market position

• Focussing on the consumer to drive forward quality standards

• Ensuring that the economic importance of tourism is recognised.

The industry supports about 193,000 jobs in Scotland.

Mr Watson said: "If we are to succeed in our ambitions to make Scotland a world-class tourism destination, it is essential to be clear about what we are aiming to achieve.

"All of us - our industry, the support bodies and government - must direct our efforts to ensuring that Scotland is a must-see destination where our visitors' needs come first and tourism makes a vital contribution to economic growth.

Mike Watson unveiled the strategy

"That is our vision. We must take ownership of it and work to achieve it."

He said Scotland had to out-class its competitors and become known as a destination offering a special holiday experience.

"Hand in hand with improving our market position we must also ensure that once visitors arrive their expectations are not only met but exceeded.

"We also need to ensure that the skills of our workforce continue to improve as a warm welcome is a key part of our visitors' holiday experience," he added.

The Scottish National Party questioned whether there would be any government funding to back the new drive.

'Meaningless brochures'

Tourism spokesman Kenny MacAskill said: "The executive has identified that Scotland needs to be marketed properly and that our country should be easily accessible to tourists.

"This isn't news - these are two problems that anyone in the industry has been painfully aware of throughout the current tourism crisis."

And Tory tourism spokesman David Davidson said: "This is typical of the executive and its love affair with 'strategies' and other such meaningless glossy brochures.

"Instead of launching a pointless document that barely anyone reads, and delivering a speech which echoes all its banal sentiments, the executive should take practical steps to improve the lot of the tourism industry."