Our focus
Achieving a year-round visitor economy
By focusing our resources and leveraging our people, data, and insights, we ensure we reach the right audiences, provide the right support to businesses, and prioritise the markets with the highest growth potential. Through a targeted approach, aligned with our strategic priorities, we can attract investment to Scotland, support business growth, and use tourism and events as a powerful force for good across Scotland’s communities and regions.
This strengthens Scotland’s global reputation as a top destination to visit, live, work, study, and do business. To achieve our goals and build a year-round visitor economy, we focus our efforts in three key areas.