Executive Summary

The purpose of the Executive Summary is to give judges a general overview and better understanding of your business. Although not an exhaustive list, some examples of the type of information judges will be looking for are listed below. This question is not scored and is for background information only.

• Types of services on offer
• Size and purpose of your business
• How long you have been operating
• Any other information you feel is relevant

1.  Please demonstrate your approach to delivering exceptional visitor experiences. Please provide examples of what sets you apart from the competition.

Please provide evidence of activity and actions taken between 1 April 2025 and 31 March 2026. Focus on the areas most relevant to your business. You don’t need to cover every example listed, but include practical details such as what you do, how it works, and the results. You can also add other relevant information if helpful.

You may wish to include:

• The attention to detail paid to all aspects of the visitor experience – from pre-arrival (digital presence) through to post-visit – to ensure all needs are proactively met and the experience is personalised for every visitor
• Any training or development your team has undergone to provide consistent standards across your attraction to enhance the visitor experience
• How do you listen and make improvements based on feedback – provided directly or through third party sites? Do you consult and involve staff in the process?

2.  What steps are you currently taking to develop your experience? What do you hope to achieve and how are you measuring success?

You should provide evidence of current developments and how benefits will be monitored / measured, eg. through visitor feedback, increased revenue, target market statistics. Please cover any areas you think are relevant although you may wish to include aspects such as:

• Intentionally targeting new markets or increasing footfall
• Obtaining an external assessment of quality and experience (eg awards schemes, customer ratings)
• Plans for new and/or innovative products/services/routes (eg. new theme, approach , development of existing product)
• New collaboration and/or partnership working

3.  Please demonstrate how you embed sustainability practices into your day-to-day business operations

Please provide evidence of activity and actions taken between 1st April 2025 and 31st March 2026. Focus on the areas most relevant to your business. You don’t need to cover every example listed, but include practical details such as what you do, how it works, and the results. You can also add other relevant information if helpful.

You may wish to include:

• Developing and implementing a climate action plan; achieving green awards; green champions within your experience; promoting environmental sustainable practices undertaken in your experience; use of electrical vehicles; waste management; promotion of public transport within directional advice for visitors; initiatives to encourage visitors to make more sustainable choices.
• Ensuring that you are providing for visitors with access requirements; creating and promoting an accessibility guide detailing the onsite visitor journey; creating an access guide on your website to make your digital content accessible; employee training; foreign language provision where appropriate; range of experiences available to suit different visitor abilities and interests
• Engaging with community; promoting local businesses; supporting local suppliers and community initiatives
• Promoting the local area, including nearby businesses and other attractions; compliance with The Scottish Outdoor Access Code.
• Implementing nature-based solutions that protect, restore or create thriving natural habitats, such as protection of eco-systems, capturing carbon in nature, tree planting etc