Tourism - it's much more than a holiday – it's a force for good
Tourism is an economic and social powerhouse for Scotland. It creates jobs, sustains communities and enhances the wellbeing of everyone who takes a holiday at home. It's much more than a holiday – it's a force for good.
We won't just push a button and tourism will recover, with the right support, tourism and events can lead economic recovery and boost inward investment where it's needed most.
At VisitScotland, we want to remind everyone how important tourism is to the economy, to the wellbeing of our country and the development of a sustainable future. So, let's start shouting about tourism being a force for good. Join us in telling the world how brilliant this industry is, share your stories and create noise on social media using #TourismForceForGood.
In this section you can find:
- Working in tourism
- Case studies
- Economic benefits of tourism
- Wellbeing benefits of tourism
- Malcolm Roughead - industry thought piece
Working in Tourism
To support measures to address the continued staffing crisis across Scotland’s tourism industry caused by the impact of COVID-19 and the workforce shortage resulting from Brexit, we’ve created “Working in tourism”.
“Working in tourism” includes a series of video case studies showcasing the diverse range of dynamic jobs that are available, told by individuals who work in the sector. Through these inspirational stories we hope to illustrate that working in tourism can be an exciting and rewarding place to work.
Following on from the #LoveWhatYouDo recruitment campaign last year, this video series celebrates the people and businesses who have helped make lasting memories for each one of us.
We’re calling on people who work in the sector to share what they love most about their job, how it’s impacted their life in a positive way and encourage others to take the career step into tourism.
Mackintosh at the Willow, Glasgow
Working in partnership with Deafblind Scotland, Mackintosh at the Willow has introduced "tactile tours" to offer a more inclusive experience for its visitors. Find out more about the steps taken to develop this new tour and the importance of offering an inclusive experience.
Dunollie Museum, Castle and Grounds, Argyll
Find out more about how the Dunollie Museum, Castle and Grounds have developed their community programme, Dunollie Links. Dunollie Links creates wonderful connections to the cultural past and offers a perfect springboard for innovative ideas and opportunities for learning, creativity, volunteering and social engagement.
Innerleithen, Scottish Borders
The Hub on the High Street is one of the many new businesses in Innerleithen which is known as one of the best places in the world for mountain biking. Read how the town is adapting following a surge in investment and innovation.
The town of Sandwick in Shetland already knows how to showcase its heritage, which is popular with visitors, and continues to adapt through the local community to prepare for the future. Read our case study on the ways that Sandwick is attracting visitors and creating jobs.
Under Canvas, Inverness
Under Canvas is an initiative driven out of a gap in the summer events calendar, created to showcase Scottish music to a new and diverse audience. Read how Under Canvas is "raring to go" since reopened.
For Forth Bike, the pandemic has brought opportunities and growth – especially with mental health and wellbeing a key consideration for both locals and visitors. Read how Forth Bike is capitalising on the wellness trend going forward.
Isle of Raasay Distillery
The award-winning Isle of Raasay Distillery in the Inner Hebrides work closely with other local businesses and has become embedded in the island’s tight-knit community. Read how the Isle of Raasay Distillery is bringing job opportunities and tackling de-population on the island.
The Macallan Estate
The £140 million Macallan Estate was completed in 2018 but continues to invest and develop its product offering. Read how the Macallan Estate is committed to local employment and growth.
Plate up for Glasgow
Plate up for Glasgow is a hospitality industry-led, month-long campaign that ran to coincide with COP26 (2021 United Nations Climate Change Conference) last year. Find out more about the campaign which aimed to reduce waste in the city's food and drink sector.
Economic benefits of tourism
In the face of a changing economic climate, it's important that everyone in tourism works together to identify and realise the opportunities available to deliver sustainable economic growth now and in the future. We know that tourism is more than a holiday.
Our purpose is to grow and develop the sustainable economic benefit of tourism to Scotland’s visitor economy. And with #TourismForceForGood we want to highlight the economic benefits of tourism including job creation, tourism spend and investment.
Wellbeing benefits of tourism
Tourism provides opportunities for all and is the catalyst for job creation and entrepreneurialism. And while the wellness trend was growing before the pandemic, the events of the last two years have raised awareness of the importance of wellbeing, both physically and mentally.
We have seen businesses adapt and develop new, innovative wellness products to encourage visitors to enjoy our natural landscapes, peaceful rural areas, and our green urban spaces.
Tourism will help to rebuild the Scottish population’s wellbeing – everyone needs a holiday and Scotland will be their first choice.