Fife Chamber partnered with the IoD and VisitScotland to deliver its latest interactive Fife Learn session, part of the Chamber’s growing programme of events to bring together industry experts and local businesses to share their business knowledge and insights. VisitScotland Chief Executive Malcolm Roughead gave the keynote speech during the event at the Cluny Activities Centre.
He highlighted the number of direct and jobs that tourism already supports in Fife and he spoke about how digital technology forms an important part of VisitScotland’s strategic communications to promote Scotland as a destination. He focused on the growing importance of digital platforms as a branding and marketing tool for companies within the sector, describing how businesses that had been early adaptors of digital marketing were already seeing significant benefits, while starkly reminding everyone that failure to embrace it would put their company at a distinct disadvantage.