National tourism strategy performance tracker
Today (11 March) the Scotland Outlook 2030 tracker has been launched. The tracker monitors progress against the specific priorities set out in Scotland Outlook 2030.
Article published 11/03/2025
What is Scotland Outlook 2030?
Scotland Outlook 2030 is Scotland’s national tourism strategy. It was developed and is delivered collaboratively by public, private, and third sectors, working toward this shared vision and mission.
The strategy outlines:
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a vision for Scotland to be the world leader in 21st century tourism.
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a mission to grow the value and positively enhance the benefits of tourism across Scotland.
2025 marks the mid-point of our national tourism strategy. This is the ideal moment to reflect on achievements so far and consider what still needs to be done to meet the commitments of the strategy.
What is the purpose of the tracker?
The range of economic, social, and environmental objectives of Scotland Outlook 2030 has increased in recent years. That’s why a tracker has been created for tourism stakeholders to monitor the progress of Scotland Outlook 2030.
The purpose of the tracker is to understand the baseline position and track progress made against the strategic priorities and outcomes set out in Scotland’s tourism strategy.
Each indicator within the tracker relates to at least one of the Scotland Outlook 2030 strategic priorities and outcomes. These strategic priorities include:
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our diverse businesses
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our memorable experiences
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our thriving places
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our passionate people
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responsible tourism
The indicators will be kept under review and will be adjusted or added to whenever new data becomes available.
We encourage industry, public bodies and partner organisations to link to the Scotland Outlook 2030 tracker from their websites to help monitor the progress of the strategy.
Responsible tourism page of the Scotland Outlook 2030 tracker. Credit: VisitScotland.
