Drive to cash in on surge in demand for 'green' Scots tourism

The organisation is drawing up a sustainability report which it will use to help independent Scottish business - as well as tying in to its own internal strategy. The document is likely to include targets to reduce Visit-Scotland's own energy consumption by at least 10 per cent.

It will also host workshops around the country to promote cottage industries and traditional crafts and help enterprises to use their environmental credentials to boost business.

A survey carried out by Visit-Scotland found 84 per cent of tourists cite sustainability as a key factor in choosing their holiday. It also revealed 71 per cent of holidaymakers choose locally produced crafts, services and food when on holiday in Scotland.

Chief executive Malcolm Roughead said artists and craftsmen and women could cash in on the trend for "provenance" and the demand for traditional Scottish products, which he said could generate millions of pounds for the economy.

He said: "Sustainable tourism is about more than simply being 'green'.

"Many of us are well aware of the importance of recycling, and thinking about waste and reducing our carbon footprint. But just as importantly, it's about sustaining communities and sustaining economic growth."

The launch of the report comes a day ahead of World Responsible Tourism Day, where organisations and businesses around the globe help drive change by encouraging more responsible behaviour within the travel and tourism industry.

Mr Roughead said VisitScotland wanted to lead the way by integrating the sustainable business strategy into its own organisation plan by cutting back on emissions and introducing more environmentally friendly policies across the business.

"We want to walk the walk - not just talk the talk," he said, adding that details of the organisation's environmental targets would be announced in the coming weeks.

Business leaders said they believed there was "untapped potential" in sustainable tourism.

"We have asked our members about this recently and found that people who are using their green credentials as a marketing tool are finding there is a definite economic advantage," said Colin Borland of the Federation of Small Businesses in Scotland.

"I think there is an awful lot of untapped potential out there in this market."

Andrew Donaldson, managing director of Comrie Croft, a hostel and eco-camping venue in Perthshire, said: "We've had a number of groups holding conferences talking about climate change and they obviously don't want to have meetings somewhere that would look hypocritical. It's been a fantastic business opportunity for us."