Peter Lederer, VisitScotland chairman, has kicked off the first ever tourism conference for staff from all 124 VisitScotland Tourist Information Centres (TICs) since the integration of all Area Tourist Boards.

The conference, held in Dundee’s Apex hotel, was designed to bring together staff from across Scotland and London to discuss “The Way Forward”; the long term plan to create the best environment to provide visitors with an authentic and personal experience that meets all their needs. The plan focuses on best use of technology and new ways of working to transform customer service on the ground.

The TIC network is the backbone of the tourism industry providing vital support to businesses by referring on customers and making sales. Last year some 54,000 accommodation bookings were taken through TICs and worth £4.8 million to tourism businesses. It is through these outlets that VisitScotland has the most face-to-face contact with visitors, creating an ideal opportunity to add to the visitor experience.

TICs have a wealth of information and provide a one-stop shop for visitors to receive expert advice on local and national events, transport, accommodation, walks, short breaks and a host of other tourism and non tourism related subjects. The TICs are also a valuable tool for locals by providing information about attractions and things to see on their doorstep, this is often vitality important for the visiting friends and relatives market.

Speaking at the conference, Mr Lederer said: “The whole theme of this conference is “The way forward” and our route map to creating the kind of information and sales network that will meet the needs and exceed the expectations of our guests.

“In order to stay ahead of the competition we need to ensure we develop a first class reputation that will attract people to our country and continue to enhance our tourism product so they return again and again.”