Earlier in the year, we worked with Tourism Intelligence Scotland (TIS) to develop a series of workshops to improve the use of intelligence within the attractions sector.

A small group of operators in the Edinburgh area was chosen and in the workshops (which have taken place once a month) they shared intelligence that they have used successfully - both in terms of having a positive effect on business and at the same time enhancing the overall visitor experience.

A key part of the process was that participants, having shared intelligence at each meeting, agreed to implement one short term and one long term action in their business, and report back at the next meeting. So this was no talking shop, more a call to action.

Perhaps it is simply that bringing people together to share intelligence and experience sparks more ideas but these sessions really triggered a genuine exchange of what has worked and what hasn't.

The feedback from all the attendees has been so positive with everyone agreeing that they have taken away some great ideas and also implemented at least one action so far. And in terms of visitor feedback, everyone agreed that social networking and Trip Advisor still had a huge amount of untapped potential.

The theme of this year's conference 'Visitor Experience – exceeding expectations', is something it seems to which all our members aspire. The programme covers many aspects that help underpin the overall experience – from case studies of excellence to inspirational speakers, effective use of social media and Trip Advisor as well as sharing up to date research, using volunteers to mutual advantage and an interactive workshop on using intelligence. And as well as the structured sessions, you'll have the opportunity of sharing ideas with and learning from colleagues over lunch.

The TIS/ ASVA workshops over the summer, as well as being of direct benefit to the participants, indicate that simply getting together to share intelligence really adds value and more often than not is a call to action. So don't miss out on what promises to be two really useful days. And if you are interested in trying to start workshops in your area, along the lines of the Edinburgh pilot, you'll get some guidance on that too. Don't miss out if you aspire to exceeding your visitors' expectations!

Eva McDiarmid