Campaign promoting the benefits of tourism and events

Supporting Scotland's visitor economy

We have launched the next phase of our visitor economy corporate campaign. It Starts With A Visit will demonstrate how tourism, events, and the wider visitor economy positively benefit Scotland’s people, places, and communities.

At the heart of the campaign are people from across Scotland’s tourism and events industry.

Over the coming weeks, through TV, radio, and digital activity, you can hear real-life stories about their work and how each visit creates a ripple effect that extends far beyond the sector.

Watch our campaign video to see how the visitor economy benefits us all.

How can you get involved?

We’re calling on all tourism and events businesses, destination organisations, industry bodies, and community partners to play a role in celebrating and demonstrating the positive value of Scotland’s visitor economy.

You can support the campaign by doing the following:

repost our campaign video on LinkedIn
share our campaign page
share your own story
use #ItStartsWithAVisit in your social posts

Join the campaign and share what the visitor economy means to you and your organisation.

Voices from across Scotland’s tourism and events industry

Check out some of our new case studies and hear how organisations and businesses across Scotland are creating positive impacts through tourism and events.

Would you like to get involved? Drop the team an email at corporatepress@visitscotland.org.

Take me to the case studies

About the visitor economy

Supporting the visitor economy creates opportunities to:

bring communities together and create pride in local places
support wellbeing by giving people more opportunities to enjoy shared experiences
protects Scotland's culture, heritage and history for future generations
supports essential services, local businesses and jobs
encourage care for Scotland's landscapes, coastlines and natural spaces

Tourism and events remains one of Scotland’s most important industries. In 2024, visitors spent £11.4 billion in Scotland.

This spend supports supply chains, jobs, investment, regenerates destinations, and protects our culture. It helps make Scotland a better place to live, do business, work, study, and visit.