Belladrum Tartan Heart Festival. © VisitScotland / Iona Spence

Driving value through place and partnership

Scotland’s rich and diverse experiences continue to draw visitors from around the world. It's why place and destination development go hand-in-hand with our market development activity. To grow the value of tourism and events to Scotland and drive the visitor economy, we must work closely with others. Collaboration is essential.

We work with industry, destination and sector organisations, as well as public and private bodies, to shape local visitor economies, maximising their benefits in line with the unique needs and opportunities of each destination. By working directly with communities and destinations, we help develop and promote visitor and event experiences that deliver regional and seasonal spread where there is capacity. This ensures we deliver for communities in every part of Scotland, supporting livelihoods and sustaining local services.

We also support the delivery of a world-class, diverse, and inclusive portfolio of events across the country, helping to raise Scotland’s profile and ensure the benefits of hosting events are felt widely. This year we’ve already celebrated a range of sporting and cultural event highlights, and with a packed summer of events set to welcome both participants and audiences over the next few months, we have a great opportunity to showcase our values and creativity on the global stage.

Finally, congratulations to the recently announced regional finalists in the Scottish Thistle Awards. Your hard work and dedication are what make this industry thrive. The very best of luck to you all. Please enjoy this month’s Tourism Insider enewsletter.

Kind regards
Vicki Miller
Chief Executive, VisitScotland

Scottish Thistle Awards

Winners at the Scottish Thistle Awards 2024. © VisitScotland

Scottish Thistle Awards regional shortlists announced

The shortlists for the Scottish Thistle Award regional finals have been announced. Top tourism and event businesses and individuals from across the country are in the running to be crowned regional winners at ceremonies taking place from September. The awards provide an annual celebration of excellence, collaboration and innovation. Congratulations to everyone on the shortlist!

Place and destination development

Stirling Highland Games. © VisitScotland / Kenny Lam

Scotland’s summer of celebration

This summer, an array of festivals, concerts, and sporting spectacles are lighting up the country and filling the calendars of audiences keen to create memorable experiences. These events not only entertain but also reflect our strategic focus on place and destination, showcasing the unique character of Scotland’s communities and landscapes while contributing economic, social, and cultural value.

Vicki Miller and VisitArran Chief Executive, Sheila Gilmore, with crew from the Glen Sannox

Our Chief Executive visits Ayrshire and Arran

Our Chief Executive Vicki Miller and Regional Director Lynsey Eckford spent two days visiting Ayrshire and Arran to meet with the tourism and events sector. The visit gave Vicki the opportunity to hear directly from businesses and partners, listen to current challenges and discuss how we can continue to work together to increase visitor numbers and spend.

Walkers on Salisbury Crags, Edinburgh. © VisitScotland / Kenny Lam

We work with regional partners like REPs and local authorities. In Edinburgh, we’re collaborating on the Visitor Economy & Culture delivery programme. Learn more about this work and hear from our Regional Director, Neil Christison.

Driving Edinburgh's visitor economy

Mark Stewart, Senior Events Manager

In this feature, Senior Events Manager Mark Stewart shares how he has built his career in the tourism and events industry, what major events are coming up and where he goes to enjoy Scotland's outdoors.

Hear from Mark

Research and insights

Falls of Falloch near Stirling. © VisitScotland / Kenny Lam

Scotland residents' views on tourism

We've published the full Scotland Resident Survey report which details the perceived role and value of Scottish tourism, highlighting the challenges and importance of tourism and events in Scotland’s regions and our role.

Clickimin Broch, Shetland. © VisitScotland / Stuart Brunton

Take a look at the results of the 2024 Islands Visitor Surveys, in partnership with Orkney Islands Council and Shetland Islands Councils. The research aims to identify visitor profiles, explore the visitor journey, evaluate their experience and determine the volume and value of visits.

Read the findings

Business and experience development 

Ian Ashton, SaltDog Marine. © VisitScotland

Business Support Hub | real-world tips for tourism businesses

We’ve added five new video case studies from businesses around the country, highlighting the importance of being found online and the benefits of using online travel agents (OTAs). Most people start their travel planning online – get practical insights and hear what businesses are doing.

VisitScotland Connect 2025. © VisitScotland

VisitScotland Connect returns on 15 and 16 April 2026 at Glasgow’s SEC, supported by Visit Glasgow. The event connects trade-ready Scottish businesses with global tour operators and travel experts. Learn more about the event and hear from Vicki.

VisitScotland Connect 2026

Business support has moved – subscribe now

This email will no longer contain advice and support stories. To keep receiving these stories you need to subscribe to our Business Support enewsletter. It’s full of helpful tools and resources designed to support your business. 

In other news

And finally, read the latest regional and industry news for Scottish tourism and events – you might have missed: 

Follow us on social

View in browser | Privacy Policy | Unsubscribe

VisitScotland, Waverley Court, 4 East Market Street, Edinburgh, EH8 8BG

VAT No. 945 652106