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Our latest annual report covers activity delivered through the 2024-2025 financial year.

Our activity was centred on delivering the greatest impact for Scotland’s tourism and events sector. By focusing on our change programme, we’ve been able to reinvest into our core frontline activities of marketing, events, business support and digital services. 

We launched a refreshed national events strategy, strengthened partnerships, and drove sustainable growth. Our priority remains on positioning Scotland as a responsible destination, supporting recovery through collaboration, insight-led transformation, and building an empowered, agile team to champion our vision. 

In this article:

Group annual report and accounts 2024-2025

Our core purpose, as set out in our interim Corporate Plan for 2024-25, is to deliver a strategic and coordinated approach to supporting the visitor economy in a responsible and sustainable way. In doing so, we play a key role in delivering against the industry strategies, Scotland Outlook 2030 and Scotland the Perfect Stage. 

Our activities directly support the interwoven ambitions and outcomes of the United Nations Sustainable Development Goals (UNSDG), Scottish Government’s National Performance Framework (NPF) and Scottish Government’s National Strategy for Economic Transformation (NSET).

Annual report and accounts 2025

Published December 2025

VisitScotland annual report and financial statements for the year ending 31 March 2025.

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Highlights from the 2024-2025 annual report

Stimulating and managing demand

  • Consumer marketing

    For every £1 spent on marketing (including campaigns, partnerships, and intermediary activity) we generated £18 in added value for Scotland’s visitor economy. Our adverts with Online Travel Agents reached audiences 226 million times, while our social media channels achieved a global reach of 160 million. 

  • Route development work supported

    Working with public and private partners, we improved connectivity from key markets, securing new routes and added capacity. Two new routes to New York and Halifax boosted North American access. Our work delivered extra capacity of 26,824 new seats and a net economic impact of £8.1 million. 

  • Business events

    Our association conferences and meetings generated record economic impact and delegate levels for Scotland. The total leads generated by all our activity totalled a gross value add of £65 million. 

Working collaboratively with community, destination and sector organisations

  • Our destination development work support

    Since inception, the Rural Tourism Infrastructure Fund (RTIF) has supported 75 projects across Scotland. In 2024-25, completed developments included Tarbert Pier Lochside Park and the Grandtully Visitor Management Project. 

  • Driving responsible tourism

    Scotland became the first European destination on the Tourism Cares Meaningful Travel Map, showcasing businesses with positive community impact. For launch, we curated 25 exemplars across regions and experiences.  

Supporting tourism and events businesses

  • Events development programmes and funding

    Scotland’s updated National Events Strategy, Scotland – The Perfect Stage, sets a bold, industry-led vision and was launched in May 2024. Our EventScotland funding programmes delivered £147.1 million in net impact, while five major golf championships drew record crowds and generated over £300 million for Scotland. 

  • Business support

    Our new Business Support Hub website launched for the tourism and events industry. We partnered with local authorities, Destination Management Organisations, and sector associations to deliver over 30 workshops and webinars on creating higher-yield, inclusive, low-carbon visitor experiences, with insights and tips to help businesses innovate and grow. 

  • Business development

    We helped Scottish businesses expand internationally by facilitating over 8,000 supplier–buyer meetings at VisitScotland Connect 2024, generating a projected £6.9 million in sales. In addition, we influenced 130 new and extended travel itineraries promoting regional and seasonal spread. 

Other things you might like

Our disclosures

Read our disclosures on expenditure, returns for each financial year, senior management remuneration, and trade union regulations.

Our key focus areas

Our strategic priorities allow us to focus on reaching the right audiences, providing the right business support, and prioritising growth markets.

Our plans

Read about our plans to position Scottish tourism for success.