Our corporate plan

Our corporate plan affirms our focus on driving sustainable growth and enhancing Scotland’s world-class reputation as a tourism and events destination.

VisitScotland is a catalyst for economic growth and transformation across a range of sectors. Our corporate plan outlines our priorities for 2025 to 2028, detailing how we intend to achieve them, while acknowledging the challenging operating environment for all those working across the visitor economy.

We’ll build on our achievements to date and focus on:

place and destination development (supporting local economic development, leveraging public and private investment, and facing into the challenges of climate change and net zero)
business and experience development (expanding our support for the industry, driving sustainability and internationalisation)
market development (enabling international connectivity, growing Scotland’s share of global travel in key markets, and reinvigorating domestic travel demand)
organisation development (enhancing our organisational capability and impact)

These efforts will help us work towards our vision to create better places for people to live, work, and visit.

Read more on our focus areas

Our activities directly support the interwoven ambitions and outcomes of the United Nations Sustainable Development Goals (UNSDG), Scottish Government’s National Performance Framework (NPF), and the Scottish Government’s National Strategy for Economic Transformation (NSET).

The visitor economy is a key growth sector for Scotland. As well as supporting 1 in 11 jobs in Scotland and 1 in 11 businesses, it plays a vital role in contributing to a range of national priorities, including:

the regeneration and development of towns and urban areas
the sustainability of rural and island places and communities
training, skills development, and employment across the country
responding to the climate emergency, biodiversity challenges, and net zero ambitions
promoting Scotland’s international reputation

Browse more industry statistics on gov.scot.

Cyclists touring through nature

With the right investment in place, we can turn our vision into reality and create one of the most economically, environmentally, and socially sustainable destinations in the world.

But we cannot achieve this alone. Collaboration is key. It's essential that everyone in tourism and events works together to seize opportunities and drive sustainable economic growth, both now and in the future.