As an economic growth agency, our core purpose is to drive the visitor economy and grow its value to Scotland.
We look to attract investment into Scotland, help businesses to grow, and leverage tourism and events as a force for good for all of Scotland’s people and places.
Discover how we're supporting the responsible growth of the tourism and events sector.
£10.8 billion
in visitor spend
245,000 jobs
in tourism
16,045 businesses
in tourism
£5.5 billion
generated by events to the economy
Source: Scottish Government Growth Sector Statistics 2024 and UK Event Report 2024
To ensure we're reaching the right audience, offering the right support to businesses, and prioritising the markets with the greatest potential for growth we focus on three key areas.
These areas are designed to stimulate and manage responsible demand, deliver a world-class events portfolio, grow local visitor economies, and support businesses to develop and seize opportunities to internationalise.
Storytelling has the power to connect and inspire our visitors.
With Scotland's history, landscapes, culture, people, and experiences - we have the stories to tell in abundance.
Our latest marketing activity uses powerful, authentic storytelling to strengthen Scotland's value in a highly competitive global tourism landscape. Hear how our global and intermediary marketing teams are harnessing the power of a collective narrative.
Read more on our latest marketing activity
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