In my first few weeks as Chief Executive, I’ve started getting out and about across the country to meet with businesses, stakeholders and politicians.
It’s been a chance to hear about the challenges, investments and opportunities many are facing on the ground. As well as discussions around longer-term prospects as we work together to grow the value of the visitor economy.
All our work relies on collaboration and partnership, and this is particularly true when it comes to our focus on events, destinations and sectors.
In the past few weeks, I’ve been meeting groups like the Events Industry Advisory Group, the Association of Scotland's Visitor Attractions and attended the Scottish Tourism Alliance AGM.
Regionally, I’ve spoken at Glasgow Life’s Tourism Conference about our priorities and taken part in a roundtable with South of Scotland Destination Alliance, which focused on our marketing strategy and our business support programme.
From regional to international, we attended the Board of NESCSTouR meeting. NECSTouR is an international network of members committed to sustainable tourism. Our international engagement activity is critical to our economic growth ambitions.
Covering the first six months of 2024, the Office for National Statistics latest figures for the International Passenger Survey (IPS) revealed that Scotland continues to outperform other parts of the UK. Scotland punches above its weight in a very competitive marketplace and delivers world class events which are the envy of many.
We must continue building on this across our key markets, inspiring both domestic and international visitors through the channels we know they use to drive the visitor economy, growing its value to Scotland.
Working with our partners, we shape the local visitor economy and maximise its benefits in line with the unique needs and opportunities of each destination.
Coming up, I’ll continue to have conversations with key businesses and stakeholders across the tourism and events industry.
This includes the VisitAberdeenshire North East Tourism Conference, MSP roundtables and a trip to the Highlands to attend the Inverness Castle Delivery group and meet with other stakeholders in the area.
If we’re to deliver our stated purpose of driving the visitor economy and growing its value to Scotland, then one thing is clear, we cannot do it on our own.
Vicki Miller, Chief Executive at VisitScotland. Credit: Chris Watt Photography