VisitScotland works to an annual corporate plan that contains strategic objectives and targets. We work closely with a range of tourism stakeholders including the Scottish Executive, local authorities, tourism groups and a diverse range of large and small private businesses.

Our starting point is always the customer, understanding what motivates them and how we might influence their decision-making throughout their journey – from research and planning through to the visit.

Our extensive research programme helps us monitor the other 200 countries that are our competitors and shapes our thinking on what we should be developing in the way of new products and services.

We analyse travel trends and consumer lifestyles and gather feedback from visitors, as well as business owners.

Tourism is a global industry and it is as much affected by changing behaviours as any other commodity. Increasing affluence, new technology and direct access to destinations also shape decision-making.

Our Main Activities

Marketing
Information and Inspiration
Quality Assurance and Advice

In broad terms it is our responsibility to ensure that Scottish Tourism plc is making the most of its assets. Helping to deliver the ambition for growth of 50% increase in tourism revenues by 2015 is the cornerstone of all our plans and activities for the next few years.