A message from our Chief Executive and Chair
As we reflect on the last year, it is the dedication, professionalism and expertise of the people across the tourism and events industry that stands out.
Tourism and events is about much more than simply economics. What a privilege we have in helping shape many of the memories that people cherish during holidays with loved ones. Scotland is rightly renowned for its incredible warmth and hospitality.
Something else we hope we’ll become widely recognised for is our commitment to responsible tourism. It’s a concept we’ve long championed and we all have a duty of care to protect and preserve the natural and cultural assets which makes Scotland so special.
It’s been hugely encouraging to see a general appreciation from both visitors and industry about the need to consider our collective actions in light of the climate emergency. In 2024, as an organisation we’ll continue influencing and supporting everyone to make more sustainable choices, promoting the importance of slow tourism to ensure minimum impact but maximum gain.
In all of this, I recognise that our industry has faced severe challenges and after a particularly difficult few years, some of these continue to have a significant impact on businesses in our sector.
For VisitScotland itself, there is a need to respond not only to changing consumer demand and business needs but also to the increasing use of technology, such as artificial intelligence. The organisation has an excellent track record of evolving and adapting to change, challenges and opportunities as they emerge. We'll continue to do so to ensure that we deliver economic value for the whole country.
