The aim of this programme was to provide a learning experience for tourism businesses and destination management organisations located in the Grampian region which will enable participants to self-develop through gaining new knowledge and a set of business planning tools.

The key objectives were:

• To study an analogous destination to rural Scotland to identify opportunities and ideas
• To participate in a practical-based intensive programme delivered around key themes.

The key themes of the programme delivery were:

1. Business development and growth
2. Integration and networking
3. Marketing and destination development
4. Improving product and service quality
5. Dealing with seasonality.

In particular, the programme was set to explore arts and crafts, gastronomy, marketing and tourism activities.

A total of 21 Galician public and private sector organisations were visited with 17 of these providing guided orientation exercises to familiarise participants with operational and strategic best practice points. These included, amongst others, Santiago Turismo, the local public sector tourism marketing organisation, Chef Marcelo Tejedor from the Nove Group, Artesanía de Galicia, fishermen, a winery in the Rias Baixas region, Abastos Food Market and craftsmen from the village of Buño.

An aftercare programme was also delivered, with one-to-one business advice, to ensure actions drawn from the learning journey will positively impact on business leadership and operational outputs

There were several clear lessons that that left a strong impression on the group. Amongst the most salient learning points according to the group were:

• Product innovation in rural destinations
• How to think about pricing tourism products and services
• The importance of food and drink as part of the product mix
• Improving product and service quality