Highly trained chefs, targeted marketing, and click-button travel arrangements are all goals to be scored in order to keep Scotland's tourism in the global race, according to a new strategy document.

Forthcoming challenges facing the tourist sector were clearly laid in the draft of the Scottish Executive's Tourism Framework of Change strategy published today.

Welcoming its findings, chairman of Highlands and Islands Enterprise William Roe said it confirmed that the region was competitively placed in the key areas forecast to appeal to visitors over the next 10 years.  These include activity holidays, history and heritage breaks and the attraction of the area's' culture, music and arts.

While the new strategy identifies a marked increase in global tourism, it also indicates that there are now 200 countries honing their tourism products. Scotland needs to see its revenue grow by 50 per cent over the next decade to keep pace with global trends.

"This strategy document will provide the Highlands and Islands tourism sector with valuable information about future trends," said Mr Roe.

"It confirms that this area, with its magnificent opportunities in eco-tourism from the Cairngorm National Park to its plethora of unique islands, is excellently placed to compete for tourists in the global marketplace.

"Scotland's Year of Highland Culture in 2007 will give the region a fantastic opportunity to showcase not only the area's arts and heritage assets, but also excellence in customer service, food and drink and all-round visitor experience. It will enable operators to embrace the way forward as laid out in the Tourism Framework of Change report and provide momentum for the years ahead."

In particular Mr Roe pointed to the report's emphasis on a change in the market which is seeing more people opt for taking a number of short breaks rather than one longer holiday.

In this respect, he said, the Highland and islands were already reaping the benefit of vastly improved air routes into Inverness from many UK cities and Ireland. This is also enabling people to travel to the region more easily from Europe and the United States.

"However, this report also indicates how vital it is that we ensure proper training is available, not only for those who serve in the frontline of the sector, but also in the areas of marketing and senior management. Every opportunity should be taken to grow this essential industry in a way that ensures we retain the environmental integrity which draws people here, and simultaneously offers more jobs in sport, music, multimedia and event organisation and other areas as well as the hospitality sector."