If the words ‘annual report’ normally make you switch off, you haven’t seen VisitScotland’s online version launched at the end of last year. Not only is this more sustainable than a printed format, but it has allowed us to be creative and take advantage of the freedom of the electronic format.

We’ve used audio, video and animation to highlight some of the ways in which VisitScotland has inspired customers around the world to visit and experience the magic of Scotland.

We used the concept of ‘customer journeys’ and recreated four visits to Scotland. Video and film helped us bring to life the way VisitScotland links in with customers at different stages of their journey – from research through to keeping in touch once back home.

Finally, the ‘corporate journey’ has a video introduction by Jim Mather MSP, Minister for Enterprise, Energy and Tourism together with interviews with our Chief Executive, Philip Riddle, and our Chairman, Peter Lederer. These interviews highlight the steps we are taking to help Scottish tourism develop in a sustainable way and for the long term. This section also introduces the Five Drivers for Growth with ideas on how everyone in the industry can contribute towards increasing tourism revenues by 50% by 2015.

Our report is at www.visitscotlandannualreport.co.uk and we would welcome any feedback. Please email your comments to Janice.mack@visitscotland.com