Today (6 February) we sent out our latest Tourism Insider enewsletter. Hear from our Chief Executive Vicki Miller and get the latest on tourism trends, a blockbuster campaign, how to influence the advice and support we provide. Plus, lots more. Here’s what just hit thousands of mailboxes across the country…
In the world of tourism and events, knowledge really is power. How else can a destination take that competitive edge, stand out in a busy and noisy travel landscape, and remain front of mind, without knowing what its visitors want and how that fits with its offering?
I’ve spoken before about how we’re using data and insights to ensure we’re reaching the right audiences at the right times, offering the right support to businesses, and prioritising the markets where we see growth and potential. This approach is the driving force behind our key priorities of market development, place and destination development, and business and experience development.
Of course, as well as understanding tourism and events in Scotland today, we must also anticipate what it may look like tomorrow. Our recent Trends report is a valuable piece of that puzzle. It highlights the experiences and interests that we believe visitors to Scotland will be seeking in 2025.
These insights aren’t just predictions — they’re opportunities. They enable tourism and event businesses to adapt, promote relevant experiences, and even develop new offerings tailored to what visitors are seeking.
Vicki Miller, Chief Executive, VisitScotland
Read more in my latest blog
Take a look at the latest edition of our Tourism Insider e-newsletter.
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