Visit Scotland | Alba

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VisitScotland / Nicole Graham

Our focus

Achieving a year-round visitor economy

By leveraging our people, data, and insights, we ensure we reach the right audiences, provide the right support to businesses, and prioritise the markets with the highest growth potential. Through a targeted approach, aligned with our strategic priorities, we can attract investment to Scotland, support business growth, and use tourism and events as a powerful force for good across Scotland’s communities and regions.

This strengthens Scotland’s global reputation as a top destination to visit, live, work, study, and do business. To achieve our goals and build a year-round visitor economy, we focus our efforts in three key areas.

Our key areas of focus are:

Organisational development

At the core of our efforts is the ongoing development of our organisation. We’re committed to enhancing our organisational insight, capabilities, planning, and compliance, ensuring that we have the right roles, skills, technology, and data to make the biggest impact we can. 

A comprehensive understanding of tourism and event performance in Scotland is crucial and will allow us to assess our impact and identify areas of potential growth. 

Our focus on data and insight will support our responsible tourism and event strategies, enabling both the industry and government to make informed, data-driven decisions on strategy, policy, and investment. 

Our support activities will continue to reflect best practices, prioritising key areas such as fair work and achieving net-zero targets. Where appropriate, we’ll collaborate with other public bodies to strengthen our collective efforts and support the aims of public service reform. 

 

 

We recognise that our people are the most valuable asset in fulfilling our commitments. We employ a team of motivated and skilled colleagues with the expertise and capabilities needed to meet our goals.  

Through our updated People and Culture Plan, we’ll continue to cultivate a workplace where employees thrive, ensuring that we remain an employer of choice in Scotland. As the skillsets required to execute our plan evolve, we’re committed to identifying and integrating the new capabilities needed to become a world-class organisation.