Our efforts will help us work towards our vision to create better places for people to live, work, and visit.
VisitScotland is a catalyst for economic growth and transformation across a range of sectors.
Our corporate plan outlines our priorities for 2025 to 2028, detailing how we intend to achieve them, while acknowledging the challenging operating environment for all those working across the visitor economy.
In this article:
Our key focus areas
Our strategic priorities
We exist to drive the visitor economy and grow its value to Scotland. To deliver on our purpose, vision, and mission, we are focused on four priority areas of activity.
Place and destination development
Supporting local economic development, leveraging public and private investment, and facing into the challenges of climate change and net zero.
- providing continued leadership to the national visitor management programme, including management of the Rural Tourism Infrastructure Fund, to deliver infrastructure investment and reduce reported incidents
- agreeing event development priorities with each local authority to ensure we maximise public sector investment
- leveraging major events to deliver on key policy objectives at a local and national level
- harnessing public and private sector investment as a catalyst for collaboration to support further destination development
Business and experience development
Expanding our support for the industry, driving sustainability and internationalisation.
- bringing Scottish businesses together with 220 international buyers from 20 markets through our annual travel trade event
- establishing a new business support programme of free-to-access resources, delivering minimum 7,000 engagements with Scottish businesses per annum
- working with industry to support sustainability, including climate action plans, the development and promotion of new product and sustainable itineraries, and facilitating key partnerships
- supporting internationalisation and exports, with a minimum of 300 additional Scottish businesses to be "travel trade ready" per annum
Market development
Enabling international connectivity, growing Scotland’s share of global travel in key markets, and reinvigorating domestic travel demand.
- sustaining an active presence in key global markets and maintaining a minimum marketing return on investment of 11:1
- achieving an annual target of 230 business event leads generated, with a combined value of over £130 million
- working with Scottish Government to secure a pipeline of major events for Scotland
- working in partnership to maintain Scotland’s global profile, maximising Brand Scotland across key global moment
Organisation development
Enhancing our organisational capability and impact.
- investing our resources into driving the visitor economy, growing its value to Scotland
- implementing a new People and Culture Plan, Data Plan, and Technical Infrastructure Plan, ensuring the right skills, environment, and tools are in place to meet our ambitions
- delivering a refreshed programme of insights and measurement framework
- achieving net zero for scope 1 and 2 emissions by 2030 and net zero for all scope 3 carbon emissions by 2045
Our corporate plan 2025-2028
Published April 2025
Ar plana corporra 2025-2028
Published April 2025
Appendix 1 – VisitScotland impact measurement framework
Published April 2025
Our focus for 2026-2027
The Annual Business Plan sets out the priority activity VisitScotland will focus on in 2026-27 to support delivery of our Corporate Plan 2025-2028. At a time of increasing competition for visitors, events and investment, we are focusing our efforts and resources on the activity that can deliver value and impact for Scotland's visitor economy. Explore our priorities for the year ahead and download the full Annual Business Plan for more detail.
Place and destination development
We will support investment, events and destination development that benefit communities and enhance the visitor experience.
Key activity includes:
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supporting major destination development opportunities including Paisley Museum, Eden Project Scotland and Center Parcs in the Scottish Borders
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delivering Scotland the Perfect Stage through cultural, sporting and business events across the country
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working with local authorities and regional partners to unlock destination development and investment opportunities
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launching a new Visitor Economy Barometer and insight tools for industry partners
Business and experience development
We will help tourism and events businesses grow, innovate and access new domestic and international opportunities.
Key activity includes:
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delivering business support programmes, workshops and roadshows
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facilitating more than 7000 meetings between Scottish businesses and international buyers
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helping businesses to become travel trade ready and access international markets
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supporting sustainability, product development and growth across the tourism and events sector
Market development
We will grow demand for Scotland, strengthen our global profile and improve connectivity to support future growth.
Key activity includes:
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supporting targeted marketing activity across Scotland, the UK and international markets
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supporting new and extended international air routes to strengthen connectivity
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growing Scotland’s business events pipeline through international promotion and trade engagement
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working with partners to maximise opportunities from major events and global campaigns
Organisation development
We will strengthen our people, insight and technology needed to maximise our impact and support Scotland’s visitor economy.
Key activity includes:
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delivering our People and Culture Plan, including refreshed organisational values and leadership framework
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strengthening insight, measurement and reporting capabilities to support decision making and demonstrate impact
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improving digital platforms, data and technology, including VisitScotland.com
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continuing progress towards our net zero commitments and organisational sustainability goals
Business Plan Summary 2026-2027
Published July 2026
The visitor economy
The visitor economy is a key growth sector for Scotland. As well as supporting one in 11 jobs in Scotland and one in 11 businesses, it plays a vital role in contributing to a range of national priorities, including:
- the regeneration and development of towns and urban areas
- the sustainability of rural and island places and communities
- training, skills development, and employment across the country
- responding to the climate emergency, biodiversity challenges, and net zero ambitions
- promoting Scotland’s international reputation
Browse more industry statistics on gov.scot.
Our activities directly support the interwoven ambitions and outcomes of the:
- United Nations Sustainable Development Goals (UNSDG)
- Scottish Government’s National Performance Framework (NPF)
- Scottish Government’s National Strategy for Economic Transformation (NSET)
With the right investment in place, we can turn our vision into reality and create one of the most economically, environmentally, and socially sustainable destinations in the world.
But we cannot achieve this alone. Collaboration is key. It's essential that everyone in tourism and events works together to seize opportunities and drive sustainable economic growth, both now and in the future.
