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Visit Scotland | Alba

Our values describe VisitScotland and how our staff behave. We keep it simple. We follow the same code of behaviour and respect the same values. To continue to deliver at the highest standard, we know we have to all pull in the same direction no matter who we are, or where we work. 

  • Ambitious

    We are here to stimulate new and sustainable growth in the visitor economy. We share a collective ambition to ‘pull on the Scotland jersey’ and do our very best for our wonderful country. We pursue new and imaginative ways to inspire, engage, and welcome visitors here. 

  • Collaborative

    We lead Scotland’s tourism industry in many areas but collaboration is the key to success. We work with numerous people and organisations. We start conversations, exchange information, discuss insights and all this helps create effective partnerships – and happy customers – in our Scottish communities.

  • People-Orientated

    It’s a cliché but it’s also 100% accurate. Our staff are our most valuable asset. Passionate, proud about working for Scotland and VisitScotland. This band of ambassadors will go that extra mile for their customers – and for each other. There’s a strong VisitScotland team ethos stretching across our network of offices and information centres.

  • Innovative

    We don’t stand still. We know that change is an opportunity. We are bold and inventive using our intelligence, tools and technology to help us, and our partners, to create new ways of investing in communities and growing Scotland’s economy.

  • Outward-looking

    For centuries we’ve welcomed visitors to Scotland. Our latest campaign - a collaboration with Scottish Government, Scottish Enterprise/Scottish Development International and Universities Scotland – Scotland is Now – invites people across the world to visit, study, work, invest and come and live here. We’re using all our innovation and skills to attract visitors from international markets.  Now is the time!