Tourism in Perthshire could explode this year if the right steps are taken, national industry chiefs believe.
The sector is thought to be worth almost £500 million a year, supporting more than 14% of all jobs across the area and an increasingly diverse range of businesses.
In the year ahead, however, national tourism organisation VisitScotland believes there are opportunities to greatly build upon that success.
The Olympics, film-making and major national campaigns could all open up the region to new visitors and new markets.
VisitScotland chief executive Malcolm Roughead said the year has ”enormous potential” and he hopes that by the end Perthshire will be known around the globe.
”We have the product right in the Year of Creative Scotland 2012, the marketing power of Disney Pixar behind their new Brave movie and we have the opportunity that comes with the Olympics at the height of the summer,” he said.
”Our product and marketing is one of our greatest assets. Perthshire sits in a very strong position to take advantage of this with a world-class offering of attractions, accommodation and a host of events that will firmly position the region on the global stage.
”The plethora of forthcoming events will encourage businesses to work in closer partnership to enhance the tourism product in Scotland, introducing new opportunities to see and experience Scotland’s diverse tourism offering.”
Mr Roughead was among the keynote speakers at a major industry conference at Crieff Hydro on Thursday, when tourism leaders came together to map out the future for Perthshire and investigate how the market can be expanded.
The event was hosted by VisitScotland and the Perthshire Tourism Partnership.