Visitors at the Tea Garden, Comrie Croft, Perthshire. © VisitScotland / Luigi Di Pasquale |
Tourism and events: a powerful driver for Scotland’s economy |
As March ushers in the start of spring, it also marks the beginning of Scottish Tourism Month — a perfect opportunity to celebrate the vital role the tourism and events industry play in Scotland’s economy. This year, we reach the halfway point of Scotland’s national tourism strategy, Scotland Outlook 2030. This strategy focuses on creating a visitor experience that prioritises value over volume, with responsible tourism at its core. A vibrant tourism and events sector is a powerful force for good. It generates employment, encourages investment, and strengthens communities across Scotland, creating a positive ripple effect throughout the wider supply chain.
The impact of tourism and events in Scotland is far-reaching. Our continued focus is on using marketing, partnership work, and business support to increase interest in Scotland from visitors, both near and far, and to establish Scotland as a year-round, must-visit destination. Enjoy the latest edition of the Tourism Insider. Kind regards
Vicki Miller
Chief Executive, VisitScotland |
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Business and experience development |
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Scottish Thistle Awards. © VisitScotland |
The Scottish Thistle Awards are back |
Talking of celebrating the industry – the Scottish Thistle Awards has returned. Nominations are now open and entries for businesses will open on 17 March. We're also excited to welcome our new headline sponsor Abbey - The Destination Experts. To kick off the 2025 programme, watch our STV advert to hear what the awards mean to some of our 2024 winners. |
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Wigtown, Dumfries & Galloway. © SSDA |
| New responsible tourism videos |
An important part of the net zero journey is to inspire, learn and help one another to take action. In our recent responsible tourism videos, find out how Scottish businesses are making a positive impact - and consider what steps your business could take.
Reduce your climate impact
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Working in the industry. © VisitScotland / Connor Mollison |
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Our new Business Support Hub website is almost ready to launch, and we need your help to test what we’ve developed so far. By joining our user panel, you can have an influence over the advice and support we provide tourism and event businesses.
Join the user panel |
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Taymouth Marina. © VisitScotland / Mat Hay |
Scotland’s winter wellness experiences |
A 15-second point-of-view video featuring Taymouth Marina in Perthshire has become our most viral social media post to date, sparking a boost in bookings for the marina. With more and more people seeking travel inspiration on social media, the video is part of our work to promote Scotland as a year-round destination, supporting businesses and events during the winter month. |
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© Rosebank Distillery, Falkirk |
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As part of Showcase Britain, a flagship business-to-business event by VisitBritain, we hosted several fam trips to give buyers from Brazil, India and the Gulf Cooperation Council the chance to experience new products and itineraries first hand.
Hear from our buyers... |
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Gaelic Tourism Strategy launch image. © VisitScotland / Phil Wilkinson |
| Promoting Scottish Gaelic across the globe |
On the back of Seachdain na Gàidhlig (World Gaelic Week), we took a look back at how we’ve been celebrating Gaelic culture and language across our channels.
Promoting Gaelic |
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Meet the team | Jill Walker, Director of Marketing and Digital
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Our Meet the Team series spotlights staff across VisitScotland. In this feature, hear from our Director of Marketing and Digital, Jill Walker on her first couple of months at VisitScotland, her highlights so far, and where she enjoys spending time in Scotland. |
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© Highland Cinema, Fort William
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Our team will be out and about during Scottish Tourism Month at various industry events - we’re looking forward to catching up with you. Here’s some of the events happening: |
- 10 and 11 March Scottish Tourism Month Signature Conference Series, Edinburgh
- 19 March SSDA Conference 2025, Peebles
- 19 March Argyll & Isles Strategic Tourism Summit 2025
- 20 March Lochaber Tourism "West Highlands Vision" Conference
- 26 March Perthshire Talks Tourism
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P&J Live, Aberdeen. © VisitAberdeenshire / Damian Shields |
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Do you provide or create experiences for visitors? If you're located in Aberdeen and Aberdeenshire, Moray Speyside, Cairngorms National Park, Inverness or Tay Country – join our Travel Distribution Day on 8 April. This is a free, seminar-style event designed to help you understand travel distribution and create sustainable experiences for the travel trade.
Register today |
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Scott's View, Scottish Borders. © VisitScotland / Kenny Lam |
Check out the latest regional and industry news on our website. Here’s what you might have missed: |
- Visit Angus launches new website
- Love Fife launches information points
- Top-flight bands to provide "epic soundtrack" for Tall Ships gigs
- Scotland’s first Autism Friendly Award goes to Airhouses self catering, Lauder
- ETAG is celebrating its 25th birthday
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City of Edinburgh. © VisitScotland / Kenny Lam |
| ILG recruitment - still time to apply |
There's still time to apply to the Tourism and Hospitality Industry Leadership Group (ILG). Join the ILG to help influence and grow the future of tourism in Scotland. Deadline: 16 March.
Learn more |
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SSDA industry survey | South of Scotland |
The South of Scotland Destination Alliance (SSDA), in collaboration with key partners, is conducting a survey to help shape the food and drink sector’s future, inform strategic planning, support and opportunities within the area. Closes 14 March. |
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Scottish Government cruise ship levy consultation |
The Scottish Government has announced a consultation into a potential local authority cruise ship levy in Scotland. It asks about the benefits and problems a cruise ship levy could bring, the potential impacts, and practical questions about how the levy could work. |
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VisitScotland, Waverley Court, 4 East Market Street, Edinburgh, EH8 8BG |
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