At VisitScotland, our work spans a wide and diverse range of activity, reflecting the breadth and variety of the visitor economy itself.

To support its continued growth, we need to focus our efforts where we can make the greatest impact.

For us, this means focusing on developing and growing the value of our key inbound markets, influencing regional and seasonal spread of visitors, working with our stakeholders to support regional economic development and tailoring our advice, support and market platforms for tourism and events businesses, to help to create a resilient and vibrant sector that continues to meet the needs of our future visitors.

We support tourism and events in many different ways. Some of our work is highly visible, while some happens behind the scenes, but it all shares the same goal: strengthening Scotland’s visitor economy and growing its value to people and places right across the country.

This month, we’re shining a light on how we work with businesses, partners and communities across Scotland, and the difference those collaborations are making.

You can read about this and more in your latest edition of Tourism Insider.

Kind regards,
Vicki Miller
Chief Executive, VisitScotland

Opening ceremony of the Glasgow 2026 Commonwealth Games. © VisitScotland / Kenny Lam

Go behind the scenes at Scotland’s major events

As part of our support for Scotland’s events sector, we’re partnering with organisers of a variety of events nationwide – including festivals, sporting and musical events – to deliver in-person observer tours. Each tour gives a small group of experienced event professionals an insightful behind-the-scenes look at a selected event and how aspects of it are delivered.

Solas Festival © VisitScotland / Luigi Di Pasquale

Our work is driven by data and insight and the latest domestic tourism tracker prompted a staycation marketing campaign focused on Scotland’s events calendar working with Graham Norton, Virgin Radio and News UK.

Read more

Highland Cow, Isle of Mull. © VisitScotland / Kenny Lam

 As the agritourism sector grows, we’re helping farms, crofts and accommodation providers get discoverable and bookable, enabling them to reach new and potential visitors who can enjoy, appreciate and understand the best of Scotland’s natural larder.

Find out more

Inverness. ©  VisitScotland / Kenny Lam 

Four destinations across Scotland are receiving tailored guidance and practical tools as part of a new pilot initiative designed to support sustainable growth and help shape the future of destination development.

Discover more about the pilot

Who’s made the Scottish Thistle Awards national-only shortlist?

The Scottish Thistle Awards 2026 national-only shortlists have been revealed, shining a spotlight on the businesses and events leading the way in Scottish tourism. From luxury experiences to positive impact tourism, this year’s finalists represent the very best of the industry. Read more to discover who’s one step closer to Scottish tourism’s most coveted accolades.

Spotlight on the visitor economy

Highlanders from The Clanranald Trust for Scotland at Duncarron Medieval Village for the launch of the new Scotland: The Home of Outlander locations guide. © VisitScotland / Colin Hattersley

Why film and TV matter to Scotland’s visitor economy

Screen tourism is a key driver of Scotland’s visitor economy. It supports our sustainable tourism aims to spread visitors across regions, supporting communities and businesses throughout the year. Latest research shows it brought in £161.4 million to the economy.

Hear from our Film and Creative Industries Manager Jenni Steele and check out our new Outlander filming guide as part of that ongoing work.