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Rebuilding Scotland's tourism industry together

Scottish tourism faced up to its biggest challenge ever, coronavirus (COVID-19). The recovery of this crucial £11 billion industry will take some time and requires a multi-agency approach.


What did the Scottish Tourism Emergency Response Group (STERG) do?

It worked hard to help tourism businesses:

  • Recover from this unprecedented situation
  • Make the best use of their budgets and employees' time
  • Return to being the economic and social powerhouse it once was


It gave tourism organisations an opportunity to:

  • Refocus plans
  • Redirect budget
  • Work through daily issues alongside the tourism industry


STERG aligned its plans to the priorities of the national tourism strategy, Scotland Outlook 2030.

Download the STERG national action plan

Published December 2021

Responsible tourism is at the core of the STERG national action plan. It allows locals and visitors to co-exist and ensure the Scottish welcome is at the heart of the visitor experience.

STERG consisted of:

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