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.
£11.4 billion
in visitor spend
245,000 jobs
in tourism
16,045 businesses
in tourism
£6.1 billion
generated by events to the economy
Source: Scottish Government Growth Sector Statistics 2024 and UK Event Report 2025
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.
Entries are now open for the Scottish Thistle Awards 2026, our annual awards programme celebrating the very best of Scotland’s tourism and events industry.
There are 19 categories to choose from this year, celebrating Scotland’s exceptional people, accommodation, food and drink, outdoor experiences, visitor attractions, and events.
The awards recognise the businesses and individuals who work hard to innovate and adapt to create the warm destination and visitor experiences that Scotland is famous for.
Businesses have until Monday 27 April to enter.
More on the 2026 Thistles
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