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 four 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.
The awards programme, sponsored by Abbey: The Destination Experts, shine a spotlight on the people, businesses and organisations helping to shape Scotland's visitor economy, from accommodation providers and visitor attractions to restaurants, festivals, community initiatives and tourism professionals.
Finalists will compete at regional ceremonies this September, with winners progressing to the Scottish Thistle Awards national final in November.
Find out who has made the shortlists
Sign up to our tourism and events industry newsletters and get all the latest updates, sent straight to your inbox.
Get the latest news of our activity and Scottish tourism industry updates as well as the latest research and insights.
Get the latest advice and support on how to start out, improve, and grow your tourism or events business.
Get the updates, articles and insights from across the Scottish business events sector.