The power of the visitor economy
The visitor economy is a term familiar to many of you in the tourism and events industry. You’ve heard me mention it in reference to our core purpose – driving the visitor economy and growing its value to Scotland. But when a phrase becomes every day, we often assume everyone understands it. Simply put, the visitor economy refers to the economic impact of people visiting a place – from activities and services to the jobs they support.
In 2023, visitors spent £10.8 billion in Scotland, making tourism and events one of our most important industries. This spending creates a ripple effect, benefiting multiple sectors, industries, and communities. Supporting the visitor economy brings opportunities for communities, business growth, new investment in facilities, infrastructure, experiences and services, and a vibrant cultural scene.
This week, we’ve launched a campaign to raise awareness of the visitor economy. We’ll share stories of how the visitor economy helps people and places right across Scotland and the need to support its sustainable growth and what we are doing as part of that.
Understanding the visitor economy helps everyone make the most of its potential and, more importantly, reap the benefits. Scotland is a world-class destination – and an outstanding place to live, study, work, and invest. Supporting our visitor economy means securing that future – for everyone.
Vicki Miller, Chief Executive, VisitScotland
Hear more from Vicki in her latest blog on LinkedIn
Picture: Vicki Miller, Chief Executive at VisitScotland Connect 2025