Robin Worsnop: We have to get rid of old attitudes on the tourism industry

That is the way to create truly excellent customer experiences, but also develop a professionally managed industry. Tourism is one of the best jobs in the world, but there is still a perception in Scotland that it is not a proper career.

We have to change all of that.

The potential for growth within the industry is huge.

There is much greater scope for collaboration. We have to get rid of the old attitudes that our nearest competitor is along the road, when the reality is the competition for Scotland is in France, Spain and Ireland.

We need to see businesses working together more to generate better value for money for the visitor coming here.

Although there is a perception that it is expensive to come here on holiday, I don't think that is the case. In fact the exchange rates with the dollar and the euro for visitors are as good as I can remember.

However, it is about giving people a value for money experience that will encourage them to come back.

There is a lot of work to be done to improve the visitor welcome. The Scots as very friendly by nature, but it is about delivering that bit extra and also understanding different cultures a bit more.

Although the food and drink offer has improved hugely over the last ten years, we are still way behind where we should be when it comes to food served in our pubs. We are lagging behind Ireland and England, where there has been a huge growth in gastropubs.

It's up to the tourism businesses to provide leadership in the years ahead, but VisitScotland has a vital role as a marketing agency. It should be left alone to get on with that, with economic development left to local agencies and local authorities.

Robin Worsnop, managing director of the tour company Rabbies Trail Burners, is chair of the Tourism Innovation Group and vice-chair of the Edinburgh Tourism Action Group.