Associate feature: Tourism’s potential as an economic cornerstone

Tourism represents Scotland’s second-largest growth sector. Despite a turbulent few years, it is an industry that has demonstrated resilience and innovation, bringing a wide range of benefits to the country.

In 2023, visitor spending contributed £10.8 billion to Scotland’s economy, equivalent to 6% of total economic output. It supports over 245,000 jobs and accounts for one in 11 Scottish businesses. Its reach and impact are significant. 

Tourism, together with our dynamic events industry, not only creates jobs, it stimulates investment and sustains communities, sparking a ripple effect that benefits a wider supply chain. From eateries to engineering, laundry services to life sciences; a flourishing visitor economy is a force for good, enhancing Scotland’s appeal as a place to live, study, visit, and do business.

But its continued success is no accident. It is the result of strategic thinking, targeted action, investment, shared expertise and collaboration across the public and private sectors.

These partnerships proved essential during the recovery from Covid-19 and remain critical as we look to maximise our industry’s potential as an economic cornerstone.

VisitScotland’s role is central to this effort. As an economic growth agency, our core purpose is to drive the visitor economy, growing its value to Scotland.

And value is the key word here. Our focus has shifted from sheer visitor numbers to driving value. We aim to attract visitors year-round, encourage longer stays, and promote meaningful engagement with destinations. This approach is better for the environment, spreads economic benefits more evenly, and helps communities manage tourism sustainably.

The latest impressive international visitor figures demonstrate the importance of our work in this area. Scotland has outperformed other UK nations and visitor spend in 2023 hit record highs. However, there is no room for complacency. We are using data and insight to ensure we are consistently reaching the right audiences with the right messages, offering the right support to businesses and prioritising the markets where we see growth and potential.  

Our market development activity includes working with transport partners to help build a strong route network for Scotland, making it easier for visitors to reach us. This creates immediate returns for Scotland’s economy, benefiting various sectors and communities throughout the country. 

Equally important is ensuring that all parts of Scotland share in the benefits of tourism and events. We’re working with partners to shape the local visitor economy, maximising its benefits in line with the unique needs and opportunities of each destination. This includes collaborating with destinations to promote regional and seasonal spread, as well as supporting the delivery of world-class cultural, sporting and business events.  

By taking a place-based approach, our aim is to make a significant impact and contribute to the development of national, regional and destination policy and projects. 

Finally, our business and experience development activity ensures that businesses, events and organisations are tapping into changing travel trends, capitalising on local investment projects and adapting their offering to reach new audiences and markets in an ever-changing competitive environment. 

The start of a new year is often an occasion for optimism and while there are undoubtedly challenges facing the industry, there is much to be confident about including the addition of new experiences to Scotland’s renowned offering, major cultural and sporting events and for VisitScotland, the launch of our digital business support hub. 

Tourism and events is a powerful driver of Scotland’s economy, delivering jobs, investment, and community benefits across the country. To sustain and grow its impact, we must remain focused on value, collaboration, and innovation. By working with government, politicians, industry, visitors and communities we can all ensure that tourism and events continues to enrich Scotland’s economy and society for years to come.

This article is sponsored by VisitScotland.

www.visitscotland.org