The criteria used by VisitScotland for route prioritisation and marketing investment are, however, as follows: Importance of the market – current size of the market to the UK and to Scotland; growth potential outbound in general and to Scotland; product fit for the touring, city breaks, golf, walking, ancestral and business tourism portfolios.Scope of service to increase inbound traffic – number of seats and percentage of those inbound, attractiveness of fare structure, and the scope to generate visitors from those areas of a country which have greatest propensity for outbound tourism.Opportunity to make an impact in the market – whether VisitScotland already has a base of activity in the market place, and active investment by airlines in the promotion of Scotland routes.