A vision for Scottish tourism
We want Scottish tourism and our communities to champion collaboration, lead on innovation, and promote local areas and events, whilst ensuring that tourism is recognised for the positive benefits it brings to Scotland.
The strategy's vision is for Scotland to become the global leader in 21st-century tourism. Four key priorities have been outlined as the foundation of the strategy, each with a set of measurable commitments which will be delivered by government, industry, private and public sector with Scotland’s communities. The four priorities are:
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Our passionate people
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Our thriving places
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Our diverse businesses
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Our memorable experiences
