Hospitality and tourism businesses in Scotland will today be urged to play their part in making the country the world's first carbon neutral tourist venue.
At the launch of VisitScotland's Annual Review for 2005-2006, the tourist board will call on operators to work together to balance out the impact visitors have on Scotland's environment.
Sourcing environmentally friendly transport, catering and leisure facilities will be encouraged, together with tree-planting and contributions from tourist organisations and their customers towards environmental restoration.
Scotland is already established as a green destination, with 80% of visitors saying the environment is what they like best about Scotland, according to latest research.
But with competition from countries such as Canada, New Zealand and Ireland, which have a similar reputation, VisitScotland believes much more needs to be done to make the most of its green credentials.
Peter Lederer, chairman of VisitScotland, said: "We can gain a competitive advantage on a global scale by marketing Scotland as the world's first carbon neutral tourism destination."
The steps tourism businesses can take to work towards becoming carbon neutral include establishing their carbon footprint, measuring and reducing their energy use, using local produce and introducing green transport schemes for their staff, he said.