Winners of the 2025 Scottish Thistle Awards. © VisitScotland / Connor Mollison |
Celebrating the businesses that make Scotland shine |
For more than 30 years, the Scottish Thistle Awards, with new headline sponsor Abbey: The Destination Experts, have showcased individual businesses, people and partnership working. It has become an annual celebration of excellence, collaboration and innovation within one of the country’s most important sectors.
Every year, we’re blown away by the calibre of winners at the Scottish Thistle Awards, and this year is no exception. These awards celebrate the best of the best across the industry and champion the businesses, events and individuals that deliver the quality, memorable experiences Scotland is famous for.
On behalf of everyone at VisitScotland, I want to say a heartfelt congratulations – not only to our winners, but to all the businesses that have made it to our regional and national finals. Whether you’ve created unforgettable moments for your visitors, championed responsible tourism or brought communities together for outstanding events, you’re all a fantastic representation of Scotland’s tourism and events industry.
You’re leading the way. Thank you for playing such a vital role in making Scotland a destination that our visitors want to return to time and time again.
Kind regards
Vicki Miller
Chief Executive, VisitScotland |
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Silver Thistle Award winner 2025. © VisitScotland / Connor Mollison |
The national Scottish Thistle Award winners were announced at the awards ceremony on Thursday 20 November. The awards highlight the outstanding quality and creativity that define Scotland’s tourism and events industry and are essential in shining a spotlight on the people whose dedication continues to strengthen our communities and drive growth across the visitor economy. Take a look at who took home the national trophies... |
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Somewhere Wilder, Nomadic Road Trip, Isle of Mull. © VisitScotland / Frida Berg |
Telling Scotland’s story on camera |
Influencer marketing helps position Scotland as a year-round destination. We partner with content creators to share authentic experiences through trusted social channels, meeting demand for inspiring imagery and real perspectives. With social media having a bigger impact on holiday planning, we’re launching our own Content Creator Network to amplify Scotland’s story. |
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Lagg Distillery, Arran. © VisitScotland / Allan Myles |
| Join us in sharing Scotland's story |
Explore how we're bringing Scotland’s rich heritage and vibrant culture to life through powerful stories. Learn about the latest initiatives, creative content, and opportunities to get involved. Share your stories, showcase your community, and help inspire visitors worldwide.
More on how to get involved |
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I am, and have always been... |
The Celebrity Traitors final drew 12 million viewers, making it one of the year’s biggest TV moments – and Scotland was the star! Searches for “Traitors castle” surged, and while the castle isn’t open to the public, the stunning scenery captivated audiences. As this global hit keeps Scotland in the spotlight, we’re leveraging the momentum through targeted activity. |
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Place and destination development |
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Vicki Miller, Ness Walk Hotel, Inverness Chamber Business Breakfast. © VisitScotland |
Vicki visits the Highlands |
Our Chief Executive, Vicki Miller, joined Destination Development Director Chris Taylor for a two-day visit to the Highlands, meeting tourism and events representatives. Through site visits, stakeholder dinners, a business breakfast, and round table discussions, Vicki heard first hand from partners about key priorities. The trip offered valuable opportunities for businesses to share insights and strengthen collaboration across the sector. |
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Destination Development Series | East Lothian |
A key focus for our Destination Development team is regional collaboration, and we spoke to David Keen, our Destination Development Assistant Manager, about his visit to the “East Lothian Drop-In and Connect” event as well as how we work with Visit East Lothian, and East Lothian Council. We also heard updates on the proposed Visitor Levy and up coming Christmas networking event. |
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The Enchanted Forest 2025. © Roberto Ricciuti |
| Case study | The Enchanted Forest |
How can an event create a lasting impact on a local community? Our latest visitor economy series case study features The Enchanted Forest. Each year this event transforms the heart of Perthshire into a breathtaking experience, but its impact goes far beyond the lights...
Read the full case study |
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Scotland Loves Local supports the visitor economy |
A strong visitor economy benefits communities beyond tourism. We collaborate with industry and community partners on initiatives like Scotland Loves Local, which encourages spending locally through its gift card, boosting economic resilience and creating opportunities for people and businesses. |
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Business and experience development |
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Arran regional workshop. © VisitScotland |
Helping businesses adapt to the changing tourism landscape |
We’ve delivered free regional workshops across Scotland through the Business Support Programme, including Arran, Orkney, East Lothian, Shetland, and Inverclyde. These sessions help businesses reach the right customers and find new ones. Discover upcoming events and benefits. |
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Guillermo del Toro and Oscar Isaac on set of Frankenstein in Edinburgh. © Netflix |
Latest press releases, updates, and announcements |
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Using Frankenstein film to promote Scotland
- Meet our Director of Industry and Events
- VisitScotland wins FutureScot AI Challenge
- WestJet returns to Glasgow with new direct route from Toronto
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The ASSC Autumn Barometer Survey is now live and your input is vital. Complete the survey – which takes less than 10 minutes – and share your insights on bookings, regulation, business pressures, and more, and help build a stronger future for Scotland’s self-catering sector.
UEFA EURO 2028 has officially launched, and preparations are gathering pace as UEFA and UK & Ireland 2028 will deliver the largest sporting event ever jointly staged by the co-host nations. Read the Glasgow Life press release.
The Stirling Annual Business Survey is live and plays a vital role in shaping the STEP business support available for the year ahead – from training and events to funding and one-to-one advice. Take part in the survey.
Guidance has been produced by the Department for Culture, Media & Sport to assist the places (including larger towns, cities, regions and groups of places) that wish to bid for the title of UK City of Culture 2029. Find out more. |
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VisitScotland, Waverley Court, 4 East Market Street, Edinburgh, EH8 8BG |
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