Tourism - A Force for Good in Scotland

Find information about the positive impacts of tourism in Scotland, including economic benefits, employment and wellbeing.

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Tourism: It's more than a holiday – it's a force for good

Tourism is an economic and social powerhouse for Scotland. It creates jobs, sustains communities, and enhances the wellbeing of everyone who takes a holiday at home. It's more than a holiday – it's a force for good.

Our sector continues to face severe economic challenges. With a rise in the cost-of-doing-business, it's having a significant impact. With the right support, tourism and events can lead economic recovery and boost inward investment where it's needed most.

Tourism is important to the economy, to the wellbeing of our country, and to the development of a sustainable future.

Join us in shouting about tourism being a force for good. Let's celebrate our sector by telling your stories and successes and applauding your staff. Use #TourismForceForGood

1. Working in tourism

We've created "Working in Tourism", a series of videos to support the staffing crisis across Scotland’s tourism industry. Through these videos, we also want to show the diverse range of jobs and encourage people to work in tourism.

Each case study focuses on businesses who operate and individuals who work in the sector. These inspirational stories show how working in tourism can be exciting and rewarding.

We're calling on people who work in the sector to share what they love most about their job. Let us know if working in tourism has affected your life in a positive way.

How can you get involved?

All tourism businesses in Scotland can list their vacancies on the CareerScope jobs portal. This helps recruit new talent as the jobs are then available to all CareerScope users. Those with profiles will match with suitable advertisements within the jobs section.

We'd encourage you, as far as possible, to list the roles as flexible and not requiring experience to encourage applications from young people.

Go to the CareerScope jobs portal

Sarah Heward, Real Food Café Bridgeen Mullen, Clydeside Distillery Association of Scotland's Visitor Attractions

2. What are the economic benefits of tourism?

Having an informed outlook is vital for the tourism and events industry in the face of a changing economic climate. We publish a wealth of research to help better inform businesses about these challenges, and what this could mean for your business.

Our most recent UK residents holiday sentiment tracker for 2024 is now available.

Read our most recent insights report on tourism in Scotland

3. What are the wellbeing benefits of tourism?

The trend for wellness has grown over the last few years and the importance of this trend continues to increase.

Businesses have adapted, developing new innovative products centred around this trend. These encourage visitors to enjoy our natural landscapes, peaceful rural areas and green urban spaces.

Wellbeing research

Coastal tourism insights

Coastal and seaside destinations are a vital part of Scotland’s tourism offering. Find useful insights on visits to coastal locations.

Read more on our dedicated page.
Wellness tourism insights

Find useful insights on wellness tourism, connected to nature, outdoor activities and attractions.

Read more on our dedicated page.
Why people choose Scotland

Insights and information on what motivates visitors to choose Scotland as a destination.

Read more on our dedicated page.

4. Useful links and further reading

Economic contribution of the sector

scottishtourismalliance.co.uk

Read the report commissioned by the Tourism Leadership Group.

Nature publications, reports, and guidance documents

nature.scot

Browse all kinds of resources relating to NatureScot's work.

Support for tourism businesses

gov.scot

View key stakeholders groups the Scottish Government works with to increase sustainable growth in Scotland's tourism…

Business case studies

We interviewed four tourism businesses who form some interesting case studies. Their business practices include some very useful examples on responsible tourism, agritourism, giving back to the local community, and more.

Tourism - A Force for Good in Scotland

Tourism: It's more than a holiday – it's a force for good

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