Our role
Driving the visitor economy, growing its value in Scotland.
We have an important role in ensuring Scotland remains globally competitive in an ever changing economic and technological landscape. Our strategic focus is to make Scotland a must-visit, must-return destination. While investing in that will generate immediate economic returns, it will also deliver the very best for our visitors, our businesses, our people, our communities, and our environment.
A thriving visitor economy, and tourism and events industry is a force for good. It creates jobs, stimulates investment, and sustains communities across the country, sparking a ripple effect that benefits a wider supply chain.
Key enablers to our work involve building our capability to be a data and insight led organisation, harnessing technology and partnerships to extend our reach and impact.
Partnership and collaboration are at the heart of what we do. Working together with industry and the public, private, and third sectors, we can continue to make Scotland a destination of choice for visitors from near and far.
All our work will help deliver the ambitions of:
- the national tourism strategy, Scotland Outlook 2030
- the national events strategy, Scotland the Perfect Stage
Read more about Scotland Outlook 2030 on scottishtourismalliance.co.uk.
Framework agreement
Our framework agreement sets out a broad framework for how we operate. It has been drawn up through consultation with ourselves and the Scottish Government, and has been approved by our Board.
The agreement sets out our purpose and the respective roles and responsibilities of VisitScotland, the Scottish Ministers, and our sponsor team. It also includes details on governance and accountability, and auditing and reporting procedures.
VisitScotland framework document
Published May 2024
Our framework document sets out the broad framework within which we operate.