Our corporate plan

Our corporate plan affirms our focus on driving sustainable growth and enhancing Scotland’s world-class reputation as a tourism and events destination.

VisitScotland is a catalyst for economic growth and transformation across a range of sectors.

Our corporate plan outlines our priorities for 2025 to 2028, detailing how we intend to achieve them, while acknowledging the challenging operating environment for all those working across the visitor economy.

Place and destination development

Supporting local economic development, leveraging public and private investment, and facing into the challenges of climate change and net zero.

providing continued leadership to the national visitor management programme, including management of the Rural Tourism Infrastructure Fund, to deliver infrastructure investment and reduce reported incidents
agreeing event development priorities with each local authority to ensure we maximise public sector investment
leveraging major events to deliver on key policy objectives at a local and national level
harnessing public and private sector investment as a catalyst for collaboration to support further destination development

Business and experience development

Expanding our support for the industry, driving sustainability and internationalisation.

bringing Scottish businesses together with 220 international buyers from 20 markets through our annual travel trade event
establishing a new business support programme of free-to-access resources, delivering minimum 7,000 engagements with Scottish businesses per annum
working with industry to support sustainability, including climate action plans, the development and promotion of new product and sustainable itineraries, and facilitating key partnerships
supporting internationalisation and exports, with a minimum of 300 additional Scottish businesses to be "travel trade ready" per annum

Market development

Enabling international connectivity, growing Scotland’s share of global travel in key markets, and reinvigorating domestic travel demand.

sustaining an active presence in key global markets and maintaining a minimum marketing return on investment of 11:1
achieving an annual target of 230 business event leads generated, with a combined value of over £130 million
working with Scottish Government to secure a pipeline of major events for Scotland
working in partnership to maintain Scotland’s global profile, maximising Brand Scotland across key global moment

Organisation development

Enhancing our organisational capability and impact.

investing our resources into driving the visitor economy, growing its value to Scotland
implementing a new People and Culture Plan, Data Plan, and Technical Infrastructure Plan, ensuring the right skills, environment, and tools are in place to meet our ambitions
delivering a refreshed programme of insights and measurement framework
achieving net zero for scope 1 and 2 emissions by 2030 and net zero for all scope 3 carbon emissions by 2045

The visitor economy

The visitor economy is a key growth sector for Scotland. As well as supporting one in 11 jobs in Scotland and one in 11 businesses, it plays a vital role in contributing to a range of national priorities, including:

the regeneration and development of towns and urban areas
the sustainability of rural and island places and communities
training, skills development, and employment across the country
responding to the climate emergency, biodiversity challenges, and net zero ambitions
promoting Scotland’s international reputation

Browse more industry statistics on gov.scot.

Our activities directly support the interwoven ambitions and outcomes of the:

United Nations Sustainable Development Goals (UNSDG)
Scottish Government’s National Performance Framework (NPF)
Scottish Government’s National Strategy for Economic Transformation (NSET)

With the right investment in place, we can turn our vision into reality and create one of the most economically, environmentally, and socially sustainable destinations in the world.

But we cannot achieve this alone. Collaboration is key. It's essential that everyone in tourism and events works together to seize opportunities and drive sustainable economic growth, both now and in the future.