Our latest Tourism Insider

Driving the visitor economy and growing its value to Scotland

I’m a firm believer that to shape the future, we must first reflect on the past. Over the last year, that’s exactly what we have been doing at VisitScotland, analysing shifts in financial, political, and travel landscapes to understand our strengths, where we can make the greatest impact, and what our stakeholders — whether visitors, businesses, or decision makers — need from us.

Fortunately, we have an excellent track record of evolving as an organisation and this marks the next stage of our evolution. One that sets us up for the future as an economic growth agency, whose core purpose is to drive the visitor economy, growing its value to Scotland.

We’re using data and insight, and working closely with our destination and sector partners, to ensure we are reaching the right audiences, offering the right support to businesses and prioritising the markets where we see growth and potential.

You can read more on this in my latest blog, but before I sign off, can I just say a huge congratulations to both the finalists and winners at this year’s Scottish Thistle Awards. This is a remarkable achievement and shines a spotlight on the excellent tourism and event offerings available right across Scotland.

Vicki Miller, Chief Executive, VisitScotland