Storytelling Required Says Visitscotland Chief

Malcolm Roughead, chief executive of VisitScotland, has urged Scottish businesses to “regain the art of storytelling” as part of a drive to put distinctive local identities at the heart of Scotland’s tourism strategy.

Promoting this message and other responses to tourism trends, Roughead also revealed plans for more “outreach” work by VisitScotland, including a series of workshops where local businesses can discuss growing trends in tourism and how they might collectively exploit them. 

Read the full Herald Interview here