Collaboration is key
Scotland as a world-class destination
Tourism and events are vital to Scotland’s economy. In 2024, visitors spent £11.4 billion, sustaining 245,000 jobs and supporting over 16,000 businesses. Tourism is Scotland’s largest employer since 2023, surpassing business and financial services for the first time that year. The visitor economy shapes our nation’s past, present, and future, benefiting communities, driving investment, and enhancing wellbeing.
The industry also faces challenges. From geopolitical tensions and inflation to climate change and technological shifts that influence consumer behaviour. Despite this, global interest in Scotland remains strong, with the country high on travel wish lists.
Growing the visitor economy requires collaboration with businesses, partners, and stakeholders locally, nationally, and globally.
Through insights, strategy, and delivery, we work with partners to identify opportunities for regional growth, supporting wider economic development aligned with the national tourism and events strategies and Scotland’s National Strategy for Economic Transformation.
