Our latest annual report covers activity delivered through the 2023-2024 financial year.
Our focus was on growing Scotland's share of global travel in a sustainable way. We have worked with partners to drive demand for Scotland and we have supported businesses to meet their net zero ambitions.
We also delivered the 2023 UCI Cycling World Championships, a world-first event held across 14 local authorities.
This year, we continued to play a key role in delivering against the strategies for tourism and events – Scotland Outlook 2030 and Scotland the Perfect Stage.
Our work contributes to the Scottish Government's National Strategy for Economic Transformation, the National Performance Framework and the United Nations Sustainable Development Goals.
Published December 2024
VisitScotland annual report and financial statements for the year ending 31 March 2024.
The mega event, which brought together 13 world championships for the first time, resulted in £205 million gross value added economic impact for Scotland. Visitor spend reached £220 million during the championships.
We generated £11 for the Scottish economy with every £1 spent on our consumer marketing activity. Our own social media channels secured a global reach of 161 million.
Our EventScotland programmes generated a net economic impact of £32.4 million. Eight major business events took place, attracting 12,000 delegates and a gross value add of £6.6 million.
We supported Scottish businesses to internationalise, setting up over 7,000 meetings between suppliers and buyers, with a particular focus on responsible tourism.
The Scotland Visitor Survey was completed, with more than 11,000 face-to-face interviews conducted at 135 locations.
The findings are used to help inform our own activities and are shared with stakeholders and businesses as we work together to further develop the visitor experience.
Published December 2023
VisitScotland annual report and financial statements for the year ending 31 March 2023.
Published February 2024
VisitScotland aithisg bhiadhnail agus cunntasan buidheann airson na bliadhna a chrìochnaich air 31 Màrt 2023
Published December 2022
VisitScotland annual report and financial statements for the year ending 31 March 2022.
Published February 2023
VisitScotland aithisg bhiadhnail agus cunntasan buidheann airson na bliadhna a chrìochnaich air 31 Màrt 2022
Published January 2022
VisitScotland annual report and financial statements for the year ended 31 March 2021
Published October 2022
VisitScotland aithisg bhiadhnail agus cunntasan buidheann airson na bliadhna a chrìochnaich air 31 Màrt 2021
Published January 2021
VisitScotland annual report and financial statements for the year ended 31 March 2020
Published December 2019
VisitScotland annual report and financial statements for the year ended 31 March 2019
Published November 2018
VisitScotland annual report and financial statements for the year ended 31 March 2018
Published November 2017
VisitScotland annual report and financial statements for the year ended 31 March 2017