SCOTLAND MUST compare itself to tourist operators elsewhere in the world, rather than just in the UK, a conference in Crieff heard yesterday.

Tourism leaders came together for the Association of Scottish Visitor Attractions autumn conference which continues today.

Chairman Paul Jennings stated, “Scotland’s visitor attractions strive to continuously improve, but the nature of tourism means that we are competing in a world market.

“It is not enough to be the best in the region or nation but to compare ourselves against international competitors.

“If we work as an industry to attain consistently high standards then it will be to all of Scotland’s benefit. We all acknowledge the challenge, but are determined to meet it.”

Among the keynote speakers on issues such as sustainability, climate change and advanced technology are Alan Friedman, director and CEO of the New York Hall of Science, VisitScotland’s director of Strategy and Communications, Riddell Graham and John Mayhew of AEA Technologies.

New technology remains of interest to many ASVA members and a number of presentations consider its implications in customer management and market share.

Internet promotion, podcasting—particularly the recent successes of this format by the National Galleries of Scotland—and website management will all be discussed.

The ASVA conference will also hear from Rosslyn Chapel’s operators on how international attention inspired by the Da Vinci Code brought visitor management to the fore.