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Visit Scotland | Alba

Tourism - it's 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 more than a holiday – it's a force for good.


In this section:

  1. Working in tourism
  2. What are the economic benefits of tourism?
  3. What are the wellbeing benefits of tourism?
  4. Malcolm Roughead - industry thought piece


Our sector continues to face severe economic challenges and with the rise in the "cost of doing business" it's having a significant impact. With the right support, tourism and events can lead economic recovery and boost inward investment where it's needed most.

Tourism is important to the economy, to the wellbeing of our country and the development of a sustainable future.

So, let's keep shouting about tourism being a force for good. Join us and celebrate our sector through telling your stories, successes and applauding your staff using #TourismForceForGood

1. Working in tourism

We've created “Working in tourism", a series of videos to support the staffing crisis across Scotland’s tourism industry. Through these videos we also want to show the diverse range of jobs and encourage people to work in tourism.  

Each video case study focuses on the individuals who work in the sector. Through these inspirational stories we can show that working in tourism can be an exciting and rewarding place to work.  

This activity follows on from the Scottish Government #LoveWhatYouDo recruitment campaign last year. 

We’re calling on people who work in the sector to share what they love most about their job. Let us know if working in tourism has affected your life in a positive way.

2. What are the economic benefits of tourism?

Having an informed outlook is vital for the tourism and events industry in the face of a changing economic climate.  

We publish a wealth of research to help better inform businesses about these challenges, and what this could mean for your business.  

Our most recent consumer sentiment survey report for September – November 2022, is now available. 

3. What are the wellbeing benefits of tourism?

The trend for “wellness” was growing before the pandemic and as a result of COVID-19, the importance of this trend continued to increase.

Businesses adapted, developing new innovative products centred around this trend. These encouraged our visitors to enjoy our natural landscapes, peaceful rural areas, and our green urban spaces.

Lady doing Yoga at Faskally

Useful links and further reading

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