Find out what the future holds for Scottish tourism

In an ever-more competitive climate, businesses need to be armed with the best intelligence. The masterclass will explore ways in which the world is changing, looking at how trends and brands are developing, and how they will affect the way we do business in these challenging times.

"This masterclass will offer a valuable insight into what's happening in the marketplace. Events in the global economy over the past year have been unprecedented and at Scottish Enterprise we recognise the challenges facing the tourism industry. It's an event not to be missed by those who want to maximise opportunities in the current economic climate," said Eddie Brogan, tourism director at Scottish Enterprise.

"On a positive note, however, the weaker pound creates an opportunity for Scotland to attract both European visitors and UK tourists who decide to stay at home this year. Scotland has key advantages that appeal to international visitors, with its wonderful scenery and distinct heritage, history and culture. This year, in particular, Scotland is well placed to make the most of these assets through the extensive Homecoming 2009 programme of events.

The half-day session is designed to be inspirational, innovative and entertaining, but with solid, practical information at its core. Tailored to the needs of senior decision-makers, the masterclass will outline Magnus' insights into current and developing trends in the global tourism marketplace, as well as predicting their impact on the Scottish trade. The event will highlight examples of best practice from around the world and is set to attract influential figures from across the Scottish tourism industry - presenting an invaluable opportunity to network. There are still places available for people interested in the future of their business and who need the most well-informed directions to navigate through one of the most challenging business environments in living memory.

Magnus Lindkvist is a leading expert on what the future holds for businesses and has a proven track record of equipping key players with the knowledge they need to make effective plans and decisions. He has a wealth of international experience and his work is always dependant on understanding the global marketplace and how tourism is moving forward. As one of the most entertaining business speakers today, he is dynamic, innovative and forward thinking and will give valuable insight in how to develop and create opportunities for business brands in the future.

In advance of the event, Pattern Recognition has undertaken specially commissioned research into specific trends and brand research directly relevant to Scottish tourism that will be exclusively presented at the masterclass.

Those unable to attend the event can still seek assistance to face new challenges, remain competitive and continue to attract customers through Scottish Enterprise's "Now's the time to ask" campaign. It is designed to deliver a better understanding of how the organisation can help businesses to address their present concerns. Companies may want to know how to squeeze more efficiencies from current processes, find new markets, develop new products or check whether finances are being managed as effectively as they could be.

For further information on "Now's the time to ask" or to ask a question, visit the Now's the time to ask website or call 0800 141 2128.

More information on this masterclass and other forthcoming tourism events