Our values
We employ motivated and energised colleagues that demonstrate our core values.
Explore your potential
Tell the world about Scotland's beauty
Join our team and promote Scotland to the world, which involves, reaching new audiences through our global marketing, supporting tourism and event businesses to develop and grow, working alongside partners, stakeholder, and communities to shape the local visitor economy. Each role, whether it’s in IT, marketing, finance, or HR, is vital to our success. Could VisitScotland be the right fit for you?
Our people are our priority. We aim to provide an inclusive and progressive culture that strives to continually evolve. We want to create a positive working environment that embraces flexible and sustainable work practices for all our employees. We aim to be an employer of choice.
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Ambitious
We’re here to stimulate new and sustainable growth in the visitor economy. We share a collective ambition to "pull on the Scotland jersey" and do our very best for our wonderful country. We pursue new and imaginative ways to inspire, engage, and welcome visitors here.
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Collaborative
We lead Scotland’s tourism and events industry in many areas. Collaboration is the key to success. We work with numerous people and organisations. We start conversations, exchange information, and discuss insights. All this helps create effective partnerships, and happy customers, in our Scottish communities.
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People-orientated
It’s a cliché but it’s also 100% accurate. Our staff are our most valued asset. Passionate and proud about working for Scotland and VisitScotland. This band of ambassadors will go that extra mile for their customers – and for each other. There’s a strong VisitScotland team ethos stretching across our offices and departments.
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Innovative
We don’t stand still. We know that change is an opportunity, and we are bold and inventive. Using our intelligence, tools, and technology, we improve ourselves and help our partners. Our aim is to create new ways of investing in communities and growing Scotland’s visitor economy.
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Outward-looking
For centuries, we’ve welcomed visitors to Scotland. Our latest visitor proposition, Good for the Soul, invites people across the world to (re)discover all our great country has to offer. Using the latest insights, our campaign is at the forefront of sustainability and accessibility.
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Responsible tourism
We’re committed to the development of responsible tourism practices and a net zero sector. By protecting Scotland’s natural assets, we benefit present and for future generations.
Read our people and culture strategy
Our people and culture strategy aligns with our strategic framework. It aims to build on our reputation as an employer of choice in Scotland.
Our strategy sets out our ambition to continue to cultivate a positive culture where our people can thrive and deliver the commitments outlined in our strategic framework.
Our people and culture strategy
Published April 2025
The themes outlined in our people and culture strategy 2025-202? support the achievement of our strategic goals.
