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Visit Scotland | Alba

We, as employers, commit ourselves to fostering a safe, supportive and fun environment. There are a variety of different initiatives in place to ensure this. We want to be a place where people can feel valued and progress their careers.

The VS Way is everything we hold dear to us at VisitScotland. By that we mean:

  • How our fantastic employees interact
  • Our values
  • The six Cs (career, care, congratulate, connect, communicate and clarity)
  • Our vision
  • Our commitment to creating a positive working environment.


The VS Way is our way of packaging everything up. But ultimately, it’s about how we all work together to make VisitScotland somewhere we are all proud to be a part of.

The VS Way

  • 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, and discuss insights. 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 and we are bold and inventive. Using our intelligence, tools and technology, we improve ourselves and help our partners. Our aim is 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, Scotland is Calling, invites people across the world to (re)discover all our great country has to offer. Using the latest insights, our campaign is at the forefront of sustainability and accessibility.

  • Responsible tourism

    We’re committed to the development of responsible tourism practices and a net zero sector. By protecting Scotland’s natural assets, we benefit present and for future generations.

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