Mel Gibson's film Braveheart is at the heart of Scotland's global image

A government study reveals the nation is seen as a charming place to visit by the rest of the world but not a natural place in which to do business.

First Minister Jack McConnell wants to alter its image of Braveheart and Brigadoon and improve Scotland's worldwide business standing and image.

He outlined his long-term strategy at Edinburgh Castle on Thursday.

Hills and heather

It includes bringing overseas journalists from at least 10 countries to Scotland on familiarisation trips.

Ministers will target 50 countries, exploiting existing connections to seize whatever opportunities are available.

As part of that process, Mr McConnell will lead a delegation of business people and educationalists to China in October to promote Scottish qualifications and universities and firms exporting to China.

Mr McConnell said that the research revealed too many foreigners have out-of-date perceptions of Scotland.

The executive's research shows the world sees Scotland as a country full of hills and heather which the government believes is bad for business.

We can wallow in our past glories, a nation of inventors and brave hearts or we can speak to the world about our future. Jack McConnell

The researchers found that, among international opinion formers, Scotland was seen as an interesting country with identifiable people and authentic tradition.

But it was not seen as a place to do business, nor was Scotland's capability as a location for hosting events widely recognised.

Although Scotland was seen as a potential holiday destination, this only tended to be for short breaks.

Overall, Scotland had "a very positive and distinctive" image - but most of this was rooted in the past.

Mr McConnell said: "Five years on from devolution, we face a choice.

"We can wallow in our past glories, a nation of inventors and brave hearts.

"Or we can speak to the world about our future."

Jack McConnell said Scotland's image matters

Mr McConnell said ministers had decided time and resources would be invested to improve Scotland's image.

"There are those who will criticise this ambition. They believe improving our image is not a priority," he said.

"I don't agree with that. My first premise is that it does matter."

The executive is to exploit the summer presence of overseas media in Scotland for sporting events and the Edinburgh Festival by targeting them with modern images of Scotland.

New publicity material will be published from August giving Scotland "a powerful visual identity".

This would include greater use of the saltire.

The ancient banner was picked as a logo to help promote Scotland overseas.