What does VisitScotland do?
Scottish tourism is one of Scotland’s most important industries and makes a huge contribution to the economy. It employs people in every part of Scotland sustaining communities the length and breadth of the country.
We work closely with multiple stakeholders ranging from:
- tourism businesses
- destination marketing organisations
- public agencies
- commercial partners
Innovative partnerships are key. They'll help establish Scotland as a 21st century leader in tourism and a responsible tourism destination.
Our award-winning marketing and digital communication "welcomes the world" to Scotland. This work, along with the organisation’s focus on industry and destination development, helps grow the sector in a sustainable way.
All this contributes to make Scotland a 365-day a year destination.
Our event directorate also plays a major role in raising the profile of Scotland as the perfect stage. This makes the country a leading destination for events such as the recent 2023 UCI Cycling World Championships.