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.

• Size and purpose of the business
• Key markets served and visitor profiles
• How long the company has operated in Scotland
• Types of itineraries, services, and experiences offered
• Membership of sustainability, tourism quality or trade bodies
• Any other information you feel is relevant to understand your operations

1.  How do you champion responsible travel while enhancing the visitor experience and supporting Scotland’s communities?

Please provide evidence of activity and results between 1 April 2025 – 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:

• How your itineraries, partnerships or programming directly support local communities
• How you integrate community-led, cultural or nature-based experiences
• Demonstrated benefits to communities (e.g., increased spend, longer season, new employment, visibility for local businesses)
• Visitor feedback and data showing the value of responsible travel experiences
• How your approach supports resilience and economic sustainability within your supply chain
• Any initiatives that encourage visitors to be responsible, respectful and engaged travellers
• How is success measured? (visitor feedback, revenue, repeat business, community feedback, carbon data, etc.)

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

You should provide evidence of enhancements or innovations underway, including timeframe of implementation and how their impact will be monitored. Please cover any areas you think are relevant, although you may wish to include aspects such as:

• Development of new low-impact, community-led or inclusive products
• How you are diversifying into new markets or extending the season in a sustainable way
• New or strengthened partnerships with local suppliers, communities, DMOs or other operators
• Training, development and upskilling of staff to support responsible travel knowledge
• Investment in digital, accessibility or sustainability improvements
• Efforts to improve quality assurance (sustainability awards, ratings, feedback systems)
• How success is being measured (visitor feedback, revenue, repeat business, community feedback, carbon data, etc.)

3.  How do you embed sustainability practices into your operations and supply chain?

Please provide evidence of activity and actions taken between 1 April 2025 – 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.

Environmental & Climate Action

• A climate action plan or roadmap; progress to green certifications
• Reducing carbon impact through transport choice, logistics and low-carbon itineraries
• Reducing waste (digital itineraries, reduced single-use plastics, sustainable packaging)
• Encouraging responsible behaviours among visitors

Accessibility & Inclusion

• Making your travel content accessible (online access guides, inclusive customer journey)
• Working with suppliers that offer accessible or inclusive products
• Staff training in accessibility, inclusive service, or cultural awareness
• Ensuring experiences are available at fair and accessible price points

Local Benefit & Cultural Sustainability

• Working with local suppliers, guides and small businesses
• Promoting Scotland’s heritage, food & drink, cultural traditions and local stories
• Supporting events, community initiatives or seasonal dispersal
• Nature-based contributions: conservation support, carbon capture, biodiversity projects
• Giving back to the community through initiatives such as sponsorship or volunteering