As we step into 2026, I’m optimistic about what lies ahead. Although challenges remain for the tourism and events sector, we’ve built strong foundations as an economic growth agency to support businesses, with a clear plan to drive the visitor economy throughout 2026 and beyond.
Tourism and events are a critical foundation of Scotland’s economy. 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 of all businesses in Scotland, reinforcing the role of tourism as a driver of economic growth.
Importantly, visitor spending grew from £10.8 billion in 2024 to £11.4 billion in 2025. This indirectly supports jobs in industries including food & drink, arts & culture, retail, construction and transport. We also encourage visitors to explore further and spend more – helping spread these benefits across Scotland.
Last year VisitScotland supported the growth of the visitor economy, delivering proven impacts. For every £1 we invested in marketing, we brought £18 in added economic value for Scotland. Across the activities we delivered we generated an additional £244 million in net economic benefit. This is inclusive of marketing, events, air route development and our flagship travel trade event, VisitScotland Connect.
Looking ahead to 2026, we’ll keep building on these successes. Our marketing activity will aim to reinvigorate domestic tourism and we’ll work with our partners, airlines and transport operators to ensure Scotland is accessible, by increasing direct air connectivity.
A key strategic investment last year was our new Business Support Programme, designed to give practical help to tourism and events businesses. We’re continuing to develop this, providing sector-specific support on topics from digital marketing to sustainability.
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 further 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 key global markets. Together, they bring in millions of international visitors to Scotland each year.
Investment in the sector remains strong, notably with new visitor experiences on the horizon this year. They include 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. These investments will all boost local visitor economies and support regeneration.
We’ve put data and insight at the heart of our organisation, ensuring we evolve our support for the sector and deliver the greatest impact to promote Scotland as a place to visit, live, work, study and invest. To achieve our ambitions in the most effective way possible, we’ll continue to develop VisitScotland as an organisation in line with the Scottish Government’s Public Service Reform agenda.
Tourism and events are drivers of prosperity and a vital part of Scotland’s future; here’s to another year of innovation, resilience and shared success.
