A message from our Chief Executive and Chair
As 2024 ends, it’s a fitting time to reflect on how far we’ve come. Global travel continues to recover and this year surpassed 2019 levels. Despite a challenging financial landscape, consumers still want to prioritise their spending on travel and experiences. And we know that there's particularly strong demand for the immersive unique experiences Scotland offers.
We've seen record spend by overseas visitors, helping Scotland to outperform other parts of the UK. This is testament to the strength of Scotland’s offering and the work that you all do. A strong international performance is particularly important at a time when we've seen the cost-of-living impacting demand from domestic visitors, despite Scotland remaining a popular destination.
This year has seen the arrival of some impressive new additions to Scotland’s renowned tourism offering and we’ve continued to build on Scotland’s reputation as the perfect stage for events with millions of visitors experiencing events across the country.
