At the core of our efforts to strengthen Scotland’s global reputation as a year-round visitor destination is the ongoing development of our organisation.
We’re committed to enhance our organisational insight, capabilities, planning, and compliance by ensuring we have the right roles, skills, technology, and data to maximise our impact.
Taking a data driven approach to everything we do, we equip ourselves with the appropriate expertise, tools, data sources, and actionable insights needed to consistently achieve our objectives.
This approach is crucial to understand the performance of the tourism and events sector in Scotland. It will allow us to assess our impact and identify areas of potential growth.
In this article:
1. People and culture
We recognise that our people are the most valuable asset in fulfilling this commitment. We have a Scotland-wide team of motivated and skilled colleagues with the expertise and capabilities needed to meet our current goals.
Through our people and culture plan, we’ll continue to cultivate a workplace where employees thrive, ensuring that we remain an employer of choice in Scotland.
We are committed to workforce development and investing in skills and knowledge development. As the skillsets required to achieve our goals evolve, we’re committed to identifying and integrating the new capabilities, technology, and tools needed to remain a world-class organisation.
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2. Technology
We will ensure technology, data, and digital capability are core drivers of organisational performance and informed decision making. Delivering secure, modern solutions that enable VisitScotland’s Corporate Plan.
Our priorities are to strengthen cyber resilience, modernise infrastructure, consolidate platforms, and foster a digital-first culture through ongoing learning and innovation.
By integrating ethical use of AI, automation, and data analytics, we aim to boost efficiency, enhance user experience, and provide scalable solutions that support our corporate objectives.
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3. Driven by data
We are committed to deliver a refreshed programme of insights and measurement framework.
Our Strategy and Competitive Intelligence Directorate was created to gather and present data and insights to the tourism and events industry and to support our responsible tourism and event strategies.
The directorate plays an important role, enabling both the industry and government to make informed, data-driven decisions on strategy, policy, and investment.
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