A group at the Rock Route, North West Highlands Geopark. © VisitScotland / Airborne Lens |
Driving Scotland's visitor economy |
In the last month we’ve published our new corporate plan, which charts our course as an economic growth agency, detailing how we can and will support Scotland’s tourism and events industry. Tourism and events are often viewed as something that "just happens". But it requires consistent and concerted efforts across the industry to drive sustainable growth and deliver benefits for all.
In the years ahead, our work will help to stimulate investment into Scotland, building Scotland’s global profile and developing markets where we see growth and potential. Through our market insight and knowledge, we will work with our destination and sector partners to develop the visitor experience and help businesses to grow and reach new audiences and markets.
The insight we gain from our relationships with key stakeholders and operators across our key markets allow us to track and respond to changing consumer needs. While the desire for travel remains strong and the World Tourism Organisation continues to predict growth in 2025, the current economic and geo-political environment is resulting in some hesitancy to book.
We've been monitoring the impact in all markets and in particular from our key growth market the US. In this month’s Tourism Insider, you can read about travel sentiment in the US and what segments of the market are showing greater resilience. We also explore the Canadian interest in European destinations and the opportunity for Scotland.
Kind regards
Vicki Miller
Chief Executive, VisitScotland |
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Our new corporate plan sets out our priorities for 2025 – 2028, focusing on driving sustainable growth, supporting businesses to internationalise, rebuilding domestic demand, and enhancing Scotland's world-class reputation as a tourism and events destination. We also recognise the tough operating environment facing everyone across the visitor economy. Take a look – and hear more from Vicki in her latest video. |
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People at Dunfermline Carnegie Library & Galleries, Fife. © Welcome to Fife / Luigi Di Pasquale |
Understanding the North America market |
We’ve been busy connecting with stakeholders and operators across our key markets, attending events both at home and abroad. These opportunities allow us to gather valuable insight, track trends, and respond to the ever-changing dynamics of the market. Get the key takeaways from our work in the North American market. |
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Responding to changes in the North American markets |
Our insights into the North American travel market help us spot trends, identify opportunities, and respond to a fast-changing global landscape. Monitoring booking patterns and adapting to evolving consumer behaviour is key. Explore the opportunities we've uncovered and how we're responding across these important markets. We’re putting the finishing touches on our marketing plan for 2025–26 and look forward to sharing it with you next month! |
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Visitors at Perth Railway Station. © Perth and Kinross Council / Fred Murray |
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We’ve partnered with ScotRail on a campaign promoting scenic Scottish rail journeys to French travellers, using social media, podcasts, French media, and influencers – driven by rising interest in train travel from France.
More on the campaign |
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Business and experience development |
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A couple at Crossbill Distillery, Glasgow. © VisitScotland / Luigi Di Pasquale |
Business Support Hub | define and refine your target market |
Discover how to understand your customers through research and how this can be used to identify audience profiles. Once in place, we have tips and examples on building a story and marketing strategy around it. |
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VisitScotland Business Essentials: Bitesize Webinars |
Get an easy-to-understand introduction to important topics which can help you improve and grow your business. Sign up to our 30-minute VisitScotland Business Essentials: Bitesize Webinars: |
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22 May: Helping tourism experiences to start working with online travel agents
- 5 June: The importance and challenges of the UK domestic market
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A person using a laptop.
© VisitScotland / Luigi Di Pasquale |
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Place and destination development |
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Cyclists with the Eildon Hills in the distance, Scottish Borders. © SSDA |
Read the latest regional and industry news for Scottish tourism and events. You might have missed: |
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Glasgow reports record-high for conference delegate spend
- cycling review marks a year of success in South of Scotland
- Spirit of Speyside celebrates record-breaking year
- Enchanted Forest Community Fund celebrates 10 years
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New Industry Leadership Group members announced |
Six new members have been selected to join the Tourism and Hospitality Industry Leadership Group (ILG). The ILG is made up of representatives from across the public, private and third sectors. Together, they provide strategic direction and champion Scotland’s national tourism strategy, Scotland Outlook 2030. |
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RSPB Nature Tourism Award |
One of the RSPB’s annual Nature of Scotland Awards, and supported by VisitScotland, this award recognises tourism businesses that not only have taken steps to reduce net zero but have also made a positive difference for nature. Find out more about all the award categories and see how to enter. Closes 27 May. |
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VisitScotland, Waverley Court, 4 East Market Street, Edinburgh, EH8 8BG |
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