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Article published 14/08/2026

The Tourism and Hospitality Industry Leadership Group (THILG) met in Edinburgh on 17 June to discuss progress across its priority missions and take a deep dive into two areas of strategic importance for Scotland’s visitor economy:

  1. sustainable transport
  2. international connectivity

Co-chaired by Marc Crothall and Judy Rae, the meeting brought together industry leaders, public sector partners, and the Scottish Government to review progress against Scotland Outlook 2030 and consider how the group can maximise its impact during a period of renewed focus on economic growth.

Sustainable transport mission update | Rail and Visitor Economy Strategy

The meeting focused primarily on an update from the sustainable transport mission and the development of the Rail and Visitor Economy Strategy.

Members heard from Caitlin McLeod, who is currently undertaking a six-month secondment with Scottish Rail Holdings to lead the development of the strategy and delivery plan.

The update highlighted the engagement to date across rail, destinations, and other key industry stakeholders.

It also outlined the shared ambition to improve accessibility and connectivity, support net zero objectives, drive economic growth across sectors and regions, and provide quality, memorable experiences.

Members welcomed the progress made and recognised the significant opportunity presented by the strategy.

Discussion focused on the key areas for consideration, including the need for seamless journeys through integrated ticketing, station infrastructure, visitor information, and the importance of using data to inform decision making.

There was strong support for the proposed focus on national and place-based approach, recognising the potential to strengthen partnership working and to ensure visitor economy priorities are better reflected in rail planning and investment decisions.

Work continues towards formal approval and publication of the strategy and the accompanying delivery plan.

Mission lead updates

Mission leads provided updates on activity across the other four missions:

  • Net zero

    Discussion focused on maintaining momentum towards the sector’s sustainability ambitions in a changing policy environment.

  • Community-led tourism

    The mission highlighted work currently under way across a range of local and regional initiatives, recognising that significant activity is taking place on the ground, but that opportunities remain to better connect activity and identify gaps.

    Members also considered how community-led tourism contributes to wider objectives, including place development, destination stewardship, and community wealth building.

  • Proud and valued people

    Positive examples of industry collaboration, employer engagement, and skills initiatives were shared. This included work with Developing the Young Workforce, educational institutions and, sector partners.

  • Data and technology

    The group heard about ongoing work to improve data sharing, advance research collaborations, and support-technology adoption across visitor economy businesses.

    This includes AI roadshows taking place across Scotland to help businesses better understand emerging technologies and opportunities for innovation.

International connectivity and route development

The afternoon session focused on aviation and route development, with contributions from VisitScotland and Transport Scotland.

Members heard about Scotland’s international connectivity, recent route development successes, and the collaborative “Team Scotland”-approach to securing new air services. Recent successes include:

  • new and expanded routes from key North American markets
  • continued growth in connectivity with Europe
  • the development of strategic long-haul opportunities

The discussion explored the role of major events in helping to stimulate route development.

The conversation also touched on opportunities around US pre-clearance facilities, international ferry services, and the role of aviation in continuing to strengthen Scotland’s position as an attractive destination for visitors and investment.

Looking ahead

The meeting concluded with a wider discussion on the future role of the Tourism and Hospitality Industry Leadership Group and its priorities over the next 12 to 18 months.

Members recognised the importance of taking stock of progress made so far, while maintaining the ambition that has characterised the group’s work since its inception, and refocusing on the opportunities and challenges ahead. 

The next meeting of the Tourism and Hospitality Industry Leadership Group will take place in September 2026.

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