Our efforts will help us work towards our vision to create better places for people to live, work, and visit.
VisitScotland is a catalyst for economic growth and transformation across a range of sectors.
Our corporate plan outlines our priorities for 2025 to 2028, detailing how we intend to achieve them, while acknowledging the challenging operating environment for all those working across the visitor economy.
In this article:
Our key focus areas
To deliver on our purpose, vision, and mission, we are focused on four priority areas of activity.
Place and destination development
Supporting local economic development, leveraging public and private investment, and facing into the challenges of climate change and net zero.
Business and experience development
Expanding our support for the industry, driving sustainability and internationalisation.
Market development
Enabling international connectivity, growing Scotland’s share of global travel in key markets, and reinvigorating domestic travel demand.
Organisation development
Enhancing our organisational capability and impact.
The visitor economy
The visitor economy is a key growth sector for Scotland. As well as supporting 1 in 11 jobs in Scotland and 1 in 11 businesses, it plays a vital role in contributing to a range of national priorities, including:
- the regeneration and development of towns and urban areas
- the sustainability of rural and island places and communities
- training, skills development, and employment across the country
- responding to the climate emergency, biodiversity challenges, and net zero ambitions
- promoting Scotland’s international reputation
Browse more industry statistics on gov.scot.
Our activities directly support the interwoven ambitions and outcomes of the:
- United Nations Sustainable Development Goals (UNSDG)
- Scottish Government’s National Performance Framework (NPF)
- Scottish Government’s National Strategy for Economic Transformation (NSET)
With the right investment in place, we can turn our vision into reality and create one of the most economically, environmentally, and socially sustainable destinations in the world.
But we cannot achieve this alone. Collaboration is key. It's essential that everyone in tourism and events works together to seize opportunities and drive sustainable economic growth, both now and in the future.
Our corporate plan 2025-2028
Published April 2025
Ar plana corporra 2025-2028
Published April 2025
