Driving value through place and partnership
Scotland’s rich and diverse experiences continue to draw visitors from around the world. It's why place and destination development go hand-in-hand with our market development activity. To grow the value of tourism and events to Scotland and drive the visitor economy, we must work closely with others. Collaboration is essential.
We work with industry, destination and sector organisations, as well as public and private bodies, to shape local visitor economies, maximising their benefits in line with the unique needs and opportunities of each destination. By working directly with communities and destinations, we help develop and promote visitor and event experiences that deliver regional and seasonal spread where there is capacity. This ensures we deliver for communities in every part of Scotland, supporting livelihoods and sustaining local services.
We also support the delivery of a world-class, diverse, and inclusive portfolio of events across the country, helping to raise Scotland’s profile and ensure the benefits of hosting events are felt widely. This year we’ve already celebrated a range of sporting and cultural event highlights, and with a packed summer of events set to welcome both participants and audiences over the next few months, we have a great opportunity to showcase our values and creativity on the global stage.
Finally, congratulations to the recently announced regional finalists in the Scottish Thistle Awards. Your hard work and dedication are what make this industry thrive. The very best of luck to you all.
Vicki Miller, Chief Executive, VisitScotland
