Tourism and events: a foundation of Scotland’s economy

With the new year underway, I’m looking ahead with anticipation, confident in our plans to drive economic growth and support our tourism and events industry. Although undoubtedly challenges remain, VisitScotland has built strong foundations as an economic growth agency with a clear plan to continue driving the visitor economy throughout 2026 and beyond.

Tourism and events are a foundation of Scotland’s economy. Significant visitor spending of £11.4 billion in 2024 represented an increase from £10.8 billion in 2023. The sector generates sustainable opportunities for employment and business development. New data from 2024 shows tourism provided a net additional 50,000 jobs since 2020 – the highest level of job creation of any sector. Businesses in the sector also account for one in eleven businesses in Scotland, reinforcing the role of tourism as a major driver of economic growth.

Importantly, visitor spending also indirectly supports jobs in other industries including food & drink, arts & culture, retail, construction and transport. We want to encourage visitors to explore further and spend more – helping spread these benefits across Scotland.

In 2024/5, VisitScotland’s work delivered proven results. For every £1 we invested in marketing, Scotland saw £18 in added economic value. And across the activities we delivered to drive market, business and experience, and place development, we generated an additional £244 million in net economic benefit for Scotland. This is inclusive of marketing, events, air route development and our flagship travel trade event, VisitScotland Connect.

Such success doesn’t happen by accident, nor should we take it for granted. These results are possible only through strategic intervention and collaboration with our public, private, and third-sector partners.

We know challenges for our sector remain, including a suppressed domestic market, rising costs and regulatory changes. That’s why we’re taking clear, focused action. VisitScotland’s marketing activity will continue in 2026, as we seek to grow Scotland’s share of global travel, reinvigorate domestic tourism and work with partners and airlines to grow connectivity. We’ll also continue to develop our new Business Support Programme which offers free in-person and online support to help businesses grow and develop. 

As an important export sector, we’re committed to helping more businesses trade internationally – an area which represents real opportunity for growth. Visitors from overseas typically spend more, stay longer and explore a variety of areas while they’re here. In 2025, we supported an additional 153 businesses to become travel trade-ready, meaning we now have more than 1100 businesses contracting with tour operators and travel agents in our key global markets. Together these intermediaries bring in millions of international visitors to Scotland each year.  

Looking ahead to 2026, we’ll continue to invest strategically, supporting businesses and showcasing Scotland’s unique experiences. In tandem, we’re aligning to the Scottish Government’s Public Service Reform agenda, ensuring we achieve our ambitions in the most effective way possible. We’re putting data and insight at the heart of the organisation, to develop our support for the sector and deliver the greatest impact to promote Scotland as a place to visit, live, work, study and invest. 

Investment remains strong, notably with new visitor experiences on the horizon. This year will see the official opening of the Inverness Castle Experience, the return of the crannog at the Scottish Crannog Centre and the Commonwealth Games back in Glasgow.

Such investments are key to growing Scotland’s position as a world-class destination while helping to boost local visitor economies. This, in turn, can support the regeneration of our towns and cities and the sustainability of our rural communities. 

Here’s to another year of innovation, resilience and sustainable growth in 2026.

This article is sponsored by VisitScotland.

www.visitscotland.org