Internationalisation
| To capture our share of the market, tourism in the Highlands and Islands has to perform on the world stage. In association with Scottish Development International, HIE are encouraging tourism businesses throughout the Network area to grow their overseas market. Crucial in this is encouraging tourism groups and individual businesses to set high quality standards by adopting international best practice on: • customer service quality • authentic, distinctive and contemporary experiences • product and destination development • and international trade development Improvements in standards clearly cannot be imposed on tourism stakeholders. The HIE network’s responsibility is, then, one of playing a leading role in organising such partnerships and engaging with tourism operators and member organisations to maximise the benefits and minimise the threats. It is only by being both outward and forward-looking that tourism operators in the Highlands and Islands can continue to grow in today’s highly competitive marketplace. See The Internalisation Story or get market research on international markets.
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