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Although interorganisational collaboration is increasingly being accepted as a necessary, even desirable strategy for the tourism industry as a whole, there would appear to be a number of impediments to the implementation of collaborative initiatives among operators of visitor attractions. This paper focuses on the visitor attractions sector in Scotland, where such impediments are considered to be particularly serious. For a number of reasons, however, collaboration may represent a crucial strategy for visitor attractions in Scotland as they enter the new millennium. This paper sets out to assess the potential for intrasectoral, interorganisational collaborative strategies in enhancing the long‐term viability of the Scottish visitor attractions sector. Copyright © 2001 John Wiley & Sons, Ltd.