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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

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.

Case studies

 During the height of the pandemic we've pulled together some business case studies to shine a spotlight on the businesses, towns and initiatives that have showed innovation and growth over the last two years.

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.

Lady doing Yoga at Faskally

Tourism will help to rebuild the Scottish population’s wellbeing – everyone needs a holiday and Scotland will be their first choice. 

Useful links and further reading

Related links