Tourism is the “heartbeat” of the Perth and Kinross economy, according to the country’s national agency for attracting visitors.
Various groups gathered to discuss measures aimed at increasing the quality of experience for visitors and tourists coming to the region on Thursday.
The Investing in Quality to Improve Visitor Experience took place at Perth Concert Hall and included a presentation by Karen Reid, Perth and Kinross Council’s chief executive.
The event was organised by the local authority in partnership with VisitScotland, Expedia and Scottish Development International.
It provided advice, information and support to Perth and Kinross businesses who are involved in the tourism sector.
Caroline Warburton, VisitScotland regional leadership director, described tourism as being the “heartbeat of the local economy” and said the area has a wealth of tourist attractions. She deemed the event a success.
“Tourism is more than a holiday experience – it touches every community, generating income, jobs and social change,” she said.
“Through our work with partners across the industry we are encouraging businesses to provide world class service, facilities, events and attractions to keep up with ever-changing consumer demands and ensure visitors continue to have memorable experiences.”
Councillor Roz McCall, Perth and Kinross Council’s business ambassador, said: “This was a great opportunity for local tourism businesses to find out how they can make a real difference in what they offer visitors through support and investment.
“I was delighted to facilitate this event and it was good to see many Perth and Kinross accommodation providers joining us at the event.”
Ms Reid gave a presentation on how public sector investment can support private sector investment in helping to improve the quality of visitor experience.
In addition, local businesses had the opportunity to take part in one to one discussions with an adviser from Expedia to look at how their company performs online.
Expedia recently entered into a partnership with VisitScotland to help drive travel demand in Scotland through support to hoteliers across the country.