As an economic growth agency, our core purpose is to drive the visitor economy and grow its value to Scotland.
We look to attract investment into Scotland, help businesses to grow, and leverage tourism and events as a force for good for all of Scotland’s people and places.
Discover how we're supporting the responsible growth of the tourism and events sector.
£10.8 billion
in visitor spend
245,000 jobs
in tourism
16,045 businesses
in tourism
£5.5 billion
generated by events to the economy
Source: Scottish Government Growth Sector Statistics 2024 and UK Event Report 2024
To ensure we're reaching the right audience, offering the right support to businesses, and prioritising the markets with the greatest potential for growth we focus on three key areas.
These areas are designed to stimulate and manage responsible demand, deliver a world-class events portfolio, grow local visitor economies, and support businesses to develop and seize opportunities to internationalise.
We’ve launched a multi-million-pound marketing push aimed at boosting Scotland’s visitor economy by encouraging travel throughout the year and across all regions. Backed by an additional £2 million from the Scottish Government, the campaign will reach both international and domestic audiences, with a fresh focus on inspiring visitors to discover more of Scotland in every season.
Learn more about the campaign and watch our behind-the-scenes film showing our Creative Studios at work developing content – highlighting that in Scotland, wellbeing comes naturally.
Read more on our autumn and winter activity
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