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Visit Scotland | Alba

Moment for Change | Our responsible tourism future

As we seek to rebuild tourism and look toward the future of the industry, it's important we put the welfare of communities and our natural environment at the heart of our approach. Now is the moment for change; an opportunity to reset our plans for the visitor economy based on a more responsible future, in line with the Scotland Outlook 2030 strategy which calls for responsible, sustainable and managed growth for the future.

We aim to preserve Scotland’s natural beauty for future generations and work with communities to bring the benefits of tourism to everyone. We want to make sure Scotland contributes to a Green Recovery, aligned with the Programme for Government 2020/21, which contains a range of measures to protect biodiversity and accelerate a just transition to net-zero.

Balance is key so we want to make sure we are helping tourism businesses to survive and recover, while building toward a responsible future.


Encouraging responsible visitors 

Organisations across Scotland have come together to develop a Scotland-wide approach to visitor management. As part of this we've launched a responsible tourism campaign to address some of the issues seen as a result of a new, home grown audience of visitors discovering and enjoying Scotland’s countryside will call on people to respect, protect and enjoy Scotland. #RespectProtectEnjoy

We need you to help spread the message and share content with your visitors and in your communities. The more we talk about it; the more people will hear about it. We have a wide range of resources that will help you do just that - see how you can get involved. Your business can also help spread the word to visitors in your local area, so we've pulled together links to various campaigns that you can get involved in, on our case studies page.



The priority now is to reset tourism in a responsible way; to work with communities to ensure that visitors and locals can both have a fantastic experience, with enough resources for both. As lockdown restrictions change in Scotland, community engagement is key to our activity. The need to listen – to tourism businesses and the voices from the communities in which they exist – has never been greater. We need to ensure we strike the right balance - welcoming back visitors safely without negatively impacting on communities.