Driving Scotland's visitor economy
In the last month we’ve published our new corporate plan, which charts our course as an economic growth agency, detailing how we can and will support Scotland’s tourism and events industry.
Tourism and events are often viewed as something that "just happens". But it requires consistent and concerted efforts across the industry to drive sustainable growth and deliver benefits for all.
In the years ahead, our work will help to stimulate investment into Scotland, building Scotland’s global profile and developing markets where we see growth and potential.
Through our market insight and knowledge, we will work with our destination and sector partners to develop the visitor experience and help businesses to grow and reach new audiences and markets.
The insight we gain from our relationships with key stakeholders and operators across our key markets allow us to track and respond to changing consumer needs.
While the desire for travel remains strong and the World Tourism Organisation continues to predict growth in 2025, the current economic and geo-political environment is resulting in some hesitancy to book.
We've been monitoring the impact in all markets and in particular from our key growth market the US. In this month’s Tourism Insider, you can read about travel sentiment in the US and what segments of the market are showing greater resilience. We also explore the Canadian interest in European destinations and the opportunity for Scotland.
Vicki Miller, Chief Executive, VisitScotland
Image: Vicki Miller, Chief Executive at VisitScotland Connect