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.
£11.4 billion
in visitor spend
239,000 jobs
in tourism
16,325 businesses
in tourism
£6.1 billion
generated by events to the economy
Source: Scottish Government Growth Sector Statistics 2024, Scottish Government Industry Statistics 2025 and UK Event Report 2025
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.
Scotland is gearing up for a major run of global events from 2026 onwards, including the Glasgow 2026 Commonwealth Games, The 155th Open, FIA World Rally Championship, Tour de France Grand Départ and UEFA EURO 2028.
Our new campaign promotes Scotland as a world-class events destination, aiming to fuel pride, engage visitors and energise industry partners at home and abroad.
The “Plan to Play. Plan to Stay” video aims to inspire both industry and consumers to drive awareness of Scotland’s packed events calendar and reinforce the sentiment that Scotland is the place to be in 2026 and beyond.
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