That was the theme of this year’s Scottish Tourism Week conference.
Organised by the Scottish Tourism Alliance, the conference, which took place during Scottish Tourism Week, tackled some of the issues that will face the tourism industry during 2014, as well as the opportunities presented by this year’s cultural and sporting events.
More than 450 delegates attended the event, which was held in Edinburgh’s Assembly Rooms.
“We must not allow ourselves to be left behind – Scotland has a wealth of knowledge and a reputation for being resilient and creative,” said Marc Crothall, chief executive of the Scottish Tourism Alliance. “We must continually seek ways to deliver only the best quality experience consistently that appeals to the future and emerging markets.
“Standing still will not be good enough, relying on the legacy of 2014 will not be good enough. We can not be complacent.”