Balgove Larder, Fife. © VisitScotland / Luigi Di Pasquale |
The power of the visitor economy |
The visitor economy is a term familiar to many of you in the tourism and events industry. You’ve heard me mention it in reference to our core purpose – driving the visitor economy and growing its value to Scotland. But when a phrase becomes every day, we often assume everyone understands it. Simply put, the visitor economy refers to the economic impact of people visiting a place – from activities and services to the jobs they support.
In 2023, visitors spent £10.8 billion in Scotland, making tourism and events one of our most important industries. This spending creates a ripple effect, benefiting multiple sectors, industries, and communities. Supporting the visitor economy brings opportunities for communities, business growth, new investment in facilities, infrastructure, experiences and services, and a vibrant cultural scene.
This week, we’ve launched a campaign to raise awareness of the visitor economy. We’ll share stories of how the visitor economy helps people and places right across Scotland and the need to support its sustainable growth and what we are doing as part of that.
Understanding the visitor economy helps everyone make the most of its potential and, more importantly, reap the benefits. Scotland is a world-class destination – and an outstanding place to live, study, work, and invest. Supporting our visitor economy means securing that future – for everyone. Read more in my blog and enjoy this edition of the Tourism Insider. Kind regards
Vicki Miller
Chief Executive, VisitScotland |
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Creel fishing, Loch Duich near Eilean Donan Castle. © VisitScotland / Airborne Lens |
The ripple effect of tourism and events |
Easter once marked the start of the “traditional” tourism season, but today Scotland’s visitor economy is vital year-round. Through real stories and data our new visitor economy campaign highlights its impact on communities and individuals, as well as its role in shaping Scotland’s future. Check out our campaign video, which illustrates the wide-reaching benefits for us all. And we’d love for you to share your stories and be part of it. |
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Visitor economy case study series |
We’ve created a series of case studies that showcase how the visitor economy can positively impact our communities. Hear from businesses like the Globe Inn, Speyside Whisky, V&A Dundee, Mercat Tours and more... |
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Place and destination development |
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Lochranza Castle on the Isle of Arran. © Kenny Lam |
Isle of Arran designated UNESCO Global Geopark status |
The Isle of Arran has been awarded UNESCO Global Geopark status, joining more than 225 UNESCO Global Geoparks around the world, across 50 countries. |
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Read the latest regional and industry news for Scottish tourism and events – you might have missed: |
- new signs on the Forth Bridges Trail
- host venues announced for the 2025 Lloyds Tour of Britain Women
- £1.1 million upgrade at Achmelvich Beach, with £500,000 from the Rural Tourism Infrastructure Fund (RTIF)
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less than 100 days to go until the Orkney Island Games (12 – 18 July 2025) and Tall Ships Races Aberdeen (20 July)
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Union Terrace Gardens, Aberdeen. © VisitScotland / Kenny Lam |
| Aberdeen City Visitor Levy Consultation |
Aberdeen City Council has launched a consultation to gather views on introducing a visitor levy for the area. The consultation runs until 1 July. Take a look at our website for links to open consultations, including Aberdeen City Council.
Visitor levy schemes |
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Cyclists at Loch Katrine, the Trossachs. © Sustrans / Andy McCandlish |
Now that spring has well and truly sprung, many attractions and experiences have re-opened for the season. Following the success of our Great Days Out campaign in previous years, it returned for 2025 from 12 March to 20 April. Take a look at what we did. |
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Tartan Day Takeaway event in New York. © VisitScotland / Diane Bondareff |
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New York City Tartan Week was once again an important platform to promote Scotland – and we maximised its potential, engaging with one of our largest international markets. Highlights included Scotland’s Snack Shack, meetings with airlines and tour operators, destination training sessions, and TV coverage that reached an audience of 2 million – and more...
Check out this years' activity |
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VisitScotland Connect familiarisation trip at Traquair House, Scottish Borders. © VisitScotland / Marjorie Hogarth |
| VisitScotland Connect in numbers |
VisitScotland Connect 2025 brought together Scottish tourism businesses and global travel trade professionals for over 8,200 meetings across two days at P&J Live in Aberdeen. The programme also included 13 familiarisation trips and a Travel Trade Distribution Day. Discover more about the event’s success and hear feedback from participating buyers.
Learn more |
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Scottish Thistle Awards. © VisitScotland |
Scottish Thistle Awards – still time to enter |
There are only a few days left to enter this year’s Scottish Thistle Awards. With a range of categories including best community tourism and events initiative, best experience (for different sectors) and a rising star award, don’t miss your chance to celebrate you and your teams’ successes. Entries close Monday 28 April. |
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Rebecca Brooks, Managing Director of Abbey: The Destination Experts © |
| Meet our new Scottish Thistle Awards sponsor |
The Scottish Thistle Awards have a new main sponsor for 2025.
Hear from Rebecca Brooks, of Abbey Group, about becoming our new sponsor for the Scottish Thistle Awards 2025.
Read more |
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Business and experience development |
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Laggan Locks, Caledonian Canal, Lochaber. © VisitScotland / Luigi Di Pasquale
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Business Support Hub | Guide to creating engaging content |
Start and grow a community of potential customers by sharing your business or product's authentic stories. Learn more about different types of online content you can create, the channels you can share on and their benefits. We also have useful resources to help you dive deeper. |
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VisitScotland Business Essentials: Bitesize Webinars |
Our VisitScotland Business Essentials: Bitesize Webinars provide an easy-to-understand introduction to important topics which can help you improve and grow your business. Sign up for these 30-minute sessions: |
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8 May: How to choose the right booking system for your tourism experience
- 22 May: Helping tourism experiences to start working with online travel agents
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Scottish Event Campus, Glasgow. © VisitScotland / Stuart Brunton |
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The Terrorism (Protection of Premises) Act 2025, also known as Martyn’s Law, received Royal Assent on 3 April. It'll introduce new regulations to ensure venues and events are better prepared, protected and ready to respond in the event of a future terrorist attack.
UK Government website factsheet |
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Would you like to keep receiving business support directly into your inbox?
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To keep receiving business advice and support updates, be sure to subscribe to our new Business Support enewsletter. It’s full of helpful tools and resources designed to support your business. You’ll also continue to get updates on our work and industry news through the Tourism Insider. |
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VisitScotland, Waverley Court, 4 East Market Street, Edinburgh, EH8 8BG |
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