VISITSCOTLAND yesterday outlined how it would tackle plans to see a 50% growth in tourism revenue by 2015.

At the launch of its annual report at the business learning and conference centre in Dunfermline, chief executive Philip Riddle said tourism in Scotland was very different to the way it was three years ago—it was back on its feet and there was an air of confidence.

And the key to pursuing that growth was efficient transport, clean environments, and good service from hotels and restaurants which cater for tourists.

His vision also sees a Scotland which will present to visitors the best of our heritage, contemporary art and cutting-edge businesses.

In addition, VisitScotland wanted visitors to be able to get to the country by the most direct routes and so is encouraging the airline industry to open up new routes and supporting them once they are up and running.

In his statement in the annual report, chairman Peter Lederer said it was vital, when it came to the increasingly competitive tourism market, to get it right.

Many destinations offered the same thing—heritage, landscape and culture —and it was crucial that Scotland kept its share of the global market.

That means being better than the rest, offering up Scotland as a world-class destination, and satisfying the demands of modern travellers.

To try to compete, there has been £17 million of Scottish Executive money earmarked for marketing, and £3 million towards the quality assurance schemes to offer the world a first- class product.

And VisitScotland remains on course to see a 3% growth from last year in its quality assurance scheme membership.

Scotland received a good return on its money—for every pound spent on UK marketing campaigns, £8 was brought in, and for overseas the average return was £27 for every £1 spent.