Annual Business Plan for 2026-2027 published

Article published 15/07/2026

Priorities for the year ahead

VisitScotland has published its Annual Business Plan for 2026-2027, setting out its delivery priorities for the year ahead and how it will advance the ambitions of its three-year Corporate Plan 2025–2028.

The plan positions VisitScotland's work within a clear strategic framework, focusing on where it can deliver the greatest value for Scotland’s visitor economy. It sets out how targeted action across international reach, trade engagement and connectivity will help grow the value of tourism and events, supporting a more sustainable, competitive and resilient sector.

In a globally competitive landscape for visitors, events and investment, the plan prioritises activity that strengthens Scotland’s distinct offer and supports businesses to succeed. It brings clarity to the role VisitScotland will play in enabling growth, working in partnership with industry and partners across sectors to create the conditions that allow destinations and businesses to thrive.

Central to delivery is collaboration with businesses, destinations, Scottish Government and wider partners. Together, this collective effort will support market access, attract high-value visitors and events, and contribute to Scotland’s wider economic and community outcomes.

Key areas of focus for the year ahead include:

Place and destination development
- Supporting destination development and unlocking investment opportunities across Scotland including projects such as Paisley Museum, Eden Project Scotland in Dundee and Center Parcs in the Scottish Borders.
- Launching a new Visitor Economy Barometer and partner insight tools to strengthen understanding of tourism performance and support decision making across the sector.
- Delivering Scotland the Perfect Stage through support for cultural, sporting and business events, helping drive economic and social benefits across the country.
Business and experience development
- Supporting tourism and events businesses through workshops, roadshows, trade meetings and international market opportunitiesincluding facilitating more than 7000 meetings between Scottish businesses and international buyers.
Market development
- Driving domestic and international demand through targeted campaigns across key markets including Scotland, England, France, Germany, USA and Canada.
- Enhancing Scotland’s connectivity through support for new and extended air routes and the development of a new transport action plan.
- Growing Scotland’s business events pipeline through international promotion, trade engagement and strategic partnerships.
Organisation development
- Delivering our People and Culture Plan, including refreshed organisational values and leadership framework.
- Strengthening insight, measurement and reporting capabilities to support decision making and demonstrate impact.

Our Annual Business Plan provides a clear and focused framework for where VisitScotland will prioritise its efforts to deliver the greatest impact for Scotland’s visitor economy over the coming year.

Businesses are operating in an increasingly competitive and fast-changing global environment. This plan sets out how we will support them to respond - by strengthening Scotland’s international position, enabling access to new markets and creating opportunities for innovation and growth.

It also reinforces the importance of a strong strategic focus. By concentrating on the areas where we can add most value - supporting destination and business development, growing demand and enhancing connectivity - we can help build a more sustainable and competitive visitor economy.

Partnership will be critical to achieving this. By working collaboratively with industry, destinations, local authorities and government, we can maximise opportunities for Scotland and ensure the benefits of tourism and events are felt across communities and businesses nationwide.

Cat Leaver, Director of Strategy and Competitive Intelligence