Good market intelligence is a key driver of innovation and enterprise. To support the industry in this area, a new joint initiative has been developed by Scottish Enterprise, Highlands & Islands Enterprise and VisitScotland called : Tourism Intelligence Scotland.

Working closely with the Scottish Executive Tourism Unit to support the delivery of the Tourism Research Network proposed in the Tourism Framework for Change, Tourism Intelligence Scotland is a key initiative in supporting the industry to achieve the 50% growth target set out in the framework.

The specific objectives of Tourism Intelligence Scotland are:

1. To work with the industry to promote a strong market and customer focus in Scottish tourism at all levels: Scottish, destination/local, and business.
2. To ensure that the right intelligence is gathered and effectively disseminated to the industry.
3. To promote an exchange of market intelligence around the industry and to stimulate follow through action.
4. To ensure that public and private sector resources in this area are applied effectively and in a co-ordinated way.
5. To identify and learn from best practice in market intelligence gathering and dissemination locally, nationally and internationally.
6. To promote awareness of competitor destinations and provide a basis for strategies to build competitive advantage for Scotland and Scottish businesses.
7. To create a cultural change in the industry in relation to the gathering and use of market intelligence that supports the objectives of groups such as Pride & Passion and the Tourism Innovation Group.

The first publication Walking Tourism is able to be downloaded from the website. This is a great resource for businesses who would like to seize the opportunities that Walking Tourism would give them.
Scottish Tourism in the Future is the second in the series. Its aim is to help businesses drive forward innovation within their business through good market intelligence.

To find out more, visit the website at www.tourism-intelligence.co.uk