Our Directorates

Browse a breakdown of our directorates and what they do.

Meet our directorates

Discover each one's responsibilities

VisitScotland consists of four directorates – Corporate Services, Industry and Events, Marketing and Digital, and Strategy and Competitive Intelligence.

In this section

Corporate Services Directorate

This directorate provides guidance and expertise to the rest of the organisation to ensure its smooth running.

3 min read

Industry and Events Directorate

This directorate supports destinations, sectors and businesses to help develop a strong and dynamic tourism and events industry for Scotland.

4 min read

Marketing and Digital Directorate

This directorate positions Scotland as a must visit, must return, year-round destination for leisure and business visitors. It drives economic growth by influencing visitors.

5 min read

Strategy and Competitive Intelligence Directorate

This directorate leads on identifying and prioritising opportunities for sustainable economic growth, enhancing the profile of the visitor economy and VisitScotland’s role.

4 min read

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.

Read more on our Corporate Services Directorate.
Industry and Events

This directorate harnesses the power of partnerships, collaborating regionally, 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.

Read more on our Industry and Events Directorate.
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.

Read more on our Marketing and Digital Directorate.
Strategy and Competitive Intelligence

This directorate is responsible for providing a holistic view of the global travel and events environment through a comprehensive set of insights.

Its work helps to identify and prioritise opportunities for sustainable economic growth. The team works closely with Scottish Government, providing insight that can inform policy.

They also work to enhance the profile of the visitor economy and showcase our work within it.

Read more on our Strategy and Competitive Intelligence Directorate.

People and Culture

Supporting and enabling our four directorates, we have a People and Culture Department led by Lynn Jack. Lynn reports directly into the Chief Executive.

This department strives to make VisitScotland an employer of choice. It is responsible for leading and delivering our People and Culture Strategy. The team nurture a culture that focuses on collaboration, inclusion and fair work practices.

The team provide an internal business partner service, specialist advice, as well as a variety of benefits. It is also responsible for managing the organisation’s talent development and learning programmes.

Read more about our jobs, careers, and benefits