AMBASSADORS COULD BOOST EXCELLENCE IN SCOTTISH TOURISM

RECOGNITION FOR THOUSANDS WORKING TO CREATE THE SCOTTISH EXPERIENCE

Scotland should set up a network of ambassadors in our tourism and cultural industries to improve the profile of working in hospitality, tourism and entertainment, improve standards and reward excellence.

The idea to recognise Scotland's ambassadors across the country has been put forward by SNP MSP and Tourism committee member Stuart McMillan in a letter to the Minister for Tourism.

"This weekend thousands of people will take part in one of Scotland's major tourist attractions, working to make our Hogmanay celebrations an internationally renowned success. Everyone of those people has the potential to be an Ambassador for Scotland.

So much of the impression people have of Scotland is down to the service they receive and the people they meet and I want to see Scotland build on the best of what is on offer.

Too often we think of promoting Scotland as a job for tourist bodies, government agencies or fancy diplomats. In fact we all have a part to play. Everyone working in our hotels, bars and restaurants, hosting events at our theatres and concert halls or in our museums and tourist venues is an ambassador for Scotland.

There should be wider recognition across the whole range of industries and spheres that play a part in our tourism and cultural life of the efforts people put in and of the high standards and achievements across Scotland. And there should be better sharing of knowledge and information so anyone in any part of the tourist industry is able to represent what's best about Scotland.

Recognising the best efforts of people around the country from receptionists or cleaners in our hotels who make our visitors feel welcome, to our top chefs, our tour guides or the bands on the big stages in Edinburgh and Glasgow this Hogmanay would build pride in the experience Scotland offers to the world.

We are all Scotlandâ's front of house and are an essential part of the image we portray to the world.

I believe we can and should do more to improve levels of excellence, to raise the profile of our tourist industry in all its forms and to recognise the real difference individuals can make to people's impression of Scotland. I have written to the Tourism Minister proposing the establishment of a network of Ambassadors for Scotland to ensure we are all offering the best possible experience to visitors from overseas."

Dear Jim

As a passionate advocate of Scotlandâ's tourism industry and the experience we offer to the rest of the world I am writing to ask you to look into the idea of establishing a network of ambassadors for Scotland.

Everyone in Scotlandâ's tourism and indeed many other industries is an ambassador for Scotland. So much of the impression people visiting have of Scotland is dependent on the people they meet and service they receive.

I believe it is important that we recognise properly the efforts of those acting as ambassadors in this way, at every level of the industry, but also that we support people in the industry to share their knowledge, improve their skills and be able to offer an even better front of house for Scotland to the world.

This could vary from simple measures such as using tour guides or those with knowledge of an areaâ's history to ensure staff in local hotels and restaurants have the information they need to discuss the areas of interest and the stories behind them. Or that there are opportunities for those in hospitality to experience the cultural offerings they could recommend to tourists at local theatres or concert halls.

Our top chefs could, as ambassadors, not only promote as many do â Scotlandâ's fantastic produce â but provide masterclasses for others involved in hospitality. While our leading bands and artists could be supported to team up with the tourist industry and promote Scotland at home and abroad â something which I am aware happens particularly with traditional music from the US and Canada.

There are many people involved in Scotlandâ's front of house and many ideas as to how we can inspire the best possible standards of service across the country. I believe recognising and rewarding the best at all levels is a key part of building pride in the industry and those employed within it and that a programme such as ambassadors for Scotland offers that opportunity.

I would be keen to discuss this with you in the future and to work with the government and tourist industry to look at how we could take such an idea forward. With key events of the Commonwealth games and Ryder cup putting Scotland on the world stage again I believe we must do all we can to ensure that every part of the experience we offer visitors is an excellent experience of Scotland.

Yours sincerely

Stuart McMillan, MSP
West of Scotland.