The Great Rift and Milky Way in The Night Sky at Ballindalloch. © Andrew Allan |
Partnerships, progress, and possibilities |
This past year has been another defining year for Scottish tourism and events. And VisitScotland is proud to have played a key role in growing the visitor economy - evolving as an organisation to help create better places to live, work, and visit.
Whether it’s forging new partnerships, celebrating successes, making connections or sharing our knowledge, we’ve been there, supporting and showcasing the very best of Scotland. We’ve supported a range of events and welcomed exciting new openings. We continue to spread Scotland’s story – loudly and proudly – showcasing the diversity and vibrancy of what the sector offers and helping create memorable experiences.
We recognise the challenging times but together with the industry, we’re embracing the opportunities - listening, learning, and supporting every step of the way. We know the potential. We see the benefits tourism and events bring to people and places across Scotland. The positive impact it has on communities, careers, and Scotland’s global reputation.
As we look ahead, our commitment remains clear. To champion Scotland’s tourism and events industry with passion, purpose, and partnership. Scotland’s economic success starts with a visit. Thank you for being part of this journey in 2025 - and here’s to what we’ll achieve together in the year to come. Enjoy your final Tourism Insider of the year.
Kind regards
Vicki Miller
Chief Executive, VisitScotland |
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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. Take a look at the highlights as well as the full report. |
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Inveraray Castle. © VisitScotland / Stuart Brunton |
Scotland hits new TV heights |
Scotland is shining as the ultimate destination in acclaimed travel competition series Extra Mile Club. We’ve teamed up with one of America’s most-watched TV platforms, NBC, and luxury travel network Global Travel Collection to spotlight Scotland as a destination where heritage, culture, and luxury blend for an unforgettable experience. |
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Cocoa Black. © VisitScotland / Pete Robinson |
| Exploring Scotland's regions with Metro |
We’ve partnered with Metro (part of the Mail Metro Media Group) to target its UK audience across its various publications and channels, creating content that will inspire visitors to escape to Scotland this autumn and winter.
Take a look at the activity |
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Jill Walker, Director of Marketing |
| Bringing Scotland to global audiences |
Watch our latest marketing video to hear from our Director of Marketing on how collective storytelling is helping us showcase Scotland. You’ll also gain insights from our Global and Intermediary Marketing teams on how we’re connecting with audiences across the world.
Watch the video |
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Business and experience development |
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Bowmont Forest. © Visit Kelso |
Introducing the Climate Action Accelerator |
We’ve launched a free online climate accelerator programme to help businesses across Scotland harness the many benefits that can arise from thinking positively and proactively about reducing emissions. Delivered in partnership with Climate Springboard at the Edinburgh Climate Change Institute (ECCI), this innovative programme aims to accelerate climate action within businesses. |
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Heritage tourism climate change adaptation manual |
Keeping to the theme of climate change, we worked with Historic Environment Scotland in developing its first Climate Change Adaptation Manual for Heritage Tourism. It provides guidance on how to safeguard Scotland’s heritage tourism sector from the impact of climate change. |
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The Royal Edinburgh Military Tattoo 2024. © VisitScotland / Kenny Lam |
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Scotland is more accessible than ever for visitors from Australia and New Zealand. In February 2026, we’ll meet key travel partners and media to showcase what’s new. Find out how we’re working to create more bookable Scotland programmes for these markets.
Activity and opportunities
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Supporting new experiences |
We’re helping businesses tap into global markets. Through workshops, webinars, and events, we support suppliers in creating bookable experiences and showcasing Scotland as a world-class destination. We recently held our Scotland’s New Experiences event with 40 businesses.
Scotland’s New Experiences event |
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Place and destination development |
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Sea Kayaking, Shetland. © Promote Shetland and Euan Myles |
Destination Development Series | Shetland |
Steve Mathieson, our Development Manager for Shetland since 2010, has been a passionate advocate for the islands’ tourism. From building strong partnerships to shaping national conversations, Steve works tirelessly for Shetland’s growth. Discover his connection to the islands, current projects, and vision for the future. |
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The Scottish Government is getting ready to introduce a bill that will give councils more flexibility in how they design and implement a visitor levy. The bill, expected in early 2026, will amend the Visitor Levy (Scotland) Act 2024. Read the Scottish Government press release.
ASVA announced the winners of the Scottish Attractions Inspiring People Awards 2025, honouring the individuals whose passion, innovation and dedication make Scotland’s visitor attractions truly world-class. Take a look at the winners.
Scottish Borders Council approved planning permission for a new Center Parcs village – its seventh in the UK and Ireland – between Hawick and Selkirk. Read more on Center Parcs Scottish Borders.
And finally, “Sip Seekers” has launched, a Search Engine developed to improve Scotland’s Distillery booking experience. Check out the website. |
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VisitScotland, Waverley Court, 4 East Market Street, Edinburgh, EH8 8BG |
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