Today (10 March), the latest Scotland Outlook 2030 Tracker has been published, providing an updated view of how Scotland’s tourism sector is performing against the ambitions set out in the national tourism strategy 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 towards:
Find out more about Scotland Outlook 2030
As the economic, social, and environmental ambitions of Scotland Outlook 2030 have broadened in recent years, the Tracker was created to help tourism stakeholders monitor the progress of Scotland Outlook 2030.
The purpose of the Tracker is to:
The strategy outlines four key priorities and highlights responsible tourism commitments, all of which informs the Tracker:
The Scotland Outlook 2030 Tracker has been developed through a collaborative process between:
In summary, the latest tracker (published 10 March 2026) shows positive momentum in relation to strategy indicators such as spend, seasonality, entrepreneurship and easing skills shortages.
While the macroeconomic outlook for value and jobs remains broadly stable year-on-year, challenges persist around regional balance, inclusion and community perceptions of tourism management.
Overall, four indicators are improving, twelve are stable and three are worsening - slightly weaker than last year’s results, but still indicative of strength given the wider economic pressures.
