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Visit Scotland | Alba

Our corporate plan outlines our vision and how we will achieve our corporate objectives. It directly supports the Scottish Government’s economic strategies. It also reflects our purpose to grow and develop the sustainable economic benefit of tourism to Scotland’s visitor economy.

It's vital that everyone involved in tourism works in partnership during these challenging economic times. We can then identify and realise the opportunities which exist to deliver sustainable economic growth now and in the future.

Our corporate plan 2024-2025

Published April 2024

Ar plana corporra 2017-2020

Published November 2019

Our core purpose and vision

Our core purpose is to deliver sustainable and inclusive economic growth throughout Scotland.

Our vision is to be a leading national tourism organisation and to make a significant contribution to Scotland’s economy and people. We achieve these benefits throughout the country, via our domestic and international activities.

In delivering this vision, we align our activities with the strategic framework.

Our strategic framework

The strategic framework is our organisational blueprint as the national tourism organisation. It summarises the scope of the work we will carry out between 2024 and 2027.

Read our strategic framework

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