VisitScotland believes its ambitious growth target of 50 per cent by 2015 is still achievable despite the economic slowdown.

VisitScotland's chief executive, Philip Riddle, told Leisure Opportunitiesthat even though the industry could experience a 10 per cent fall in income this year, the industry can still grow to an annual revenue of £6bn, if future investment in the region continues. A VisitScotland spokesperson said: “Taking into account the current economic climate, businesses may find that borrowing in order to invest is no longer a feasible option. However, an industry of this nature requires continuous investment. Tourism is a resilient industry and despite these current trends, it will inevitably bounce back.”

The latest investments include approved plans for Donald Trump's £1bn golf resort in Aberdeenshire, a proposed £40m boutique hotel by the Fitzpatrick Hotel Group and the first "six-star" £125m hotel by Dubai-based Jumeirah Group, expected to open in 2011. As part of plans to boost the industry's visitor economy, VisitScotland has launched a campaign targeting long haul tourists with direct ancestral links and those with a "heartfelt connection" to Scotland.

The international campaign, called 'I am a Scot', is designed to stimulate interest in Homecoming Scotland 2009 – a year-long programme of events and festivals to celebrate the 250th anniversary of Robert Burns' birth. Aimed at North America, Australia, New Zealand and Canada, 'I am a Scot' is designed to encourage visitors to book their 2009 Scotland trip early and to stimulate word of mouth for Homecoming Scotland.

Ewan Colvill, VisitScotland international manager for North America and Australasia, said: "The US represents Scotland's biggest overseas visitor market, and autumn provides an early opportunity to reach families planning a vacation in 2009. "The Spring element of the campaign has wider appeal, reaching out to a broad spectrum of Scotland's best visitor prospects and enticing them with the amazing variety of events and festivals across our year of Homecoming."

Details: cometoscotland.com