Meet our directorates
Discover each one's responsibilities
VisitScotland consists of the Chief Executive's Office, Corporate Services, Industry and Events and Marketing and Digital.
Our directorates at a glance
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Chief Executive's Office
This is a strategic support function. It consists of three departments; Corporate Communications, Human Resources and Insight.
They protect our reputation, ensure effective staff engagement and deliver meaningful tourism insights.
Corporate Services
This directorate is responsible for VisitScotland’s internal operations and handles the organisation's day-to-day functions.
The teams work with different departments across the company to ensure good operational management, providing a work environment for our people with the tools and technology they need.
Industry and Events
This directorate harnesses the power of partnerships, collaborating locally, nationally, and globally. It works to ensure tourism and events is seen as an important and valuable industry for Scotland.
The team leads the delivery of our role in the national tourism and events strategies – Scotland Outlook 2030 and Scotland the Perfect Stage 2024-2035. It also works to attract, bid for and secure major sporting and cultural events.
Marketing and Digital
This directorate promotes Scotland as a world-class destination, ensuring Scotland is seen as a must return year-round destination for leisure and business visitors. It aims to generate growth by influencing visitors to find, visit and spend with Scottish businesses.
It also helps businesses create products and experiences and then connect them with partners and platforms to take them into market.