Our latest Tourism Insider

Driving improvement and seizing opportunities – together

As we start a new year, a key learning I’ll take from 2024 is the passion businesses have for sharing best practice with each other. I saw this recently at the Scottish Thistle Awards final and it’s been a recurring theme in my conversations since becoming CEO. I’m keen VisitScotland supports this drive for improvement through our networking events and business support activity.

We’re all working to make Scotland a must visit, must return, year-round destination, so it’s in our collective interest to share experiences and learning. 

Globally, travel is back at pre-pandemic levels and set to grow. Consumers are choosing to spend on experiences over more general consumption. This presents opportunities to continue growing our share of higher spending international visitors and develop unique Scottish experiences linked to our strengths of nature, history, culture, food and drink. 

This year, I look forward to building on our efforts to develop a more sustainable, inclusive and award-winning tourism and events industry.

I’m excited about the opportunities that await to collaborate with businesses, partners, communities and stakeholders to create memorable experiences for visitors which drives sustainable economic growth. Read more about my thoughts within my 100 days article, and for now, enjoy your latest edition of the Tourism Insider.

Vicki Miller, Chief Executive, VisitScotland