Scotland's visitor economy | VisitScotland.org

Tourism and events benefit us all. It starts with a visit but the impact of tourism and events spreads far and wide.

Whether it's a holiday, a day trip, a conference, a festival, a sporting event or a cultural experience, every visit has an impact.

It supports businesses, creates jobs and brings investment to Scotland. It helps our places thrive, celebrates and protects our culture, and supports a more sustainable future.

Together, these benefits help make Scotland a better place to live, work, study, do business, and visit.

Why is the visitor economy important?

Every year, we all help support the visitor economy. Every penny spent taking a trip in Scotland – be it visiting friends or family, a grand day out, exploring somewhere new, or getting away from it all – makes a difference.

That local café you meet friends in, the event taking place in your town, the jobs created in rural communities, improved facilities, investment in public spaces, cultural experiences, and transport connections are all supported by the money we spend as visitors.

Understanding what makes up Scotland’s visitor economy can help us make the most of its potential and "more importantly" make sure we all reap its benefits.

Whether you're a visitor, a business owner, a business leader, a decisionmaker, or an investor, you have a vital role to play in creating a strong visitor economy.

Where will it take you? Plan your next trip at visitscotland.com

What are the benefits of the visitor economy?

The visitor economy is bigger than you may think, and its benefits stretch far beyond tourism and events:

it brings communities together and creates pride in local places
it supports the wellbeing of visitors and local people
it keeps Scotland's culture, traditions and history alive for future generations
it helps local businesses thrive and work together
it supports the services, facilities and amenities that local people use every day
it protects Scotland's landscapes, coastlines and natural spaces

A castle that turned heritage into local impact

Hear from Dundonald Castle about how the visitor economy sustains communities in Kilmarnock.

How one town turned heritage into community renewal

Hear how the visitor economy supports the local community in Dumfries and Galloway.

The museum that helped transform Dundee’s waterfront

We spoke to V&A Dundee to hear more about how the visitor economy supports wider sectors and has positively impacted the local area.

The community business reinvesting back into Loch Ness

Hear from the community benefit company about how the visitor economy supports and enhances the area and community in Drumnadrochit.

Explore more real-life stories about the visitor economy

How do we support the visitor economy?

As the national agency for tourism and events, our main purpose is to grow its value to Scotland.

This is important as the visitor economy plays a key role in supporting Scotland's economic success.

visitor spend is worth £11.4 billion
there are 239,000 tourism jobs
16,325 tourism businesses
£6.1 billion is generated by events to the economy

Source: Scottish Government Growth Sector Statistics 2024, Scottish Government Industry Statistics 2025 and UK Event Report 2025.

Through our market, destination and business development activities we ensure our support delivers the greatest possible impact for Scotland's tourism and events sectors.

Find out more about our work and its impact on the visitor economy in our newsletter.

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It starts with a visit

Why is the visitor economy important?

What are the benefits of the visitor economy?

How do we support the visitor economy?

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