More than just a holiday –Scotland’s visitor economy

By showcasing real-life stories across the national tourism organisation’s website and social media channels, and encouraging businesses to do the same, VisitScotland’s newest campaign targets those outwith the tourism and events industry, including residents across Scotland.

New YouGov research has revealed that Scottish residents recognised tourism and events as one of the most important industries driving the nation’s economy. The 2024 UK Event Report found that the events industry generates £61.653 billion annually for the economy, with £5.5 billion (9%) of that attributed to Scotland.

Vicki Miller, VisitScotland Chief Executive, said:

“The visitor economy is much more than holidays or day trips at certain times of the year. It is a sustainable long-term benefit – it’s jobs, investment, better places to live, work, visit, and happier people.

“Those working within tourism and events do an incredible job, particularly during these challenging times and this campaign is a timely reminder of the critical role our industry plays in Scotland.

“By fostering partnerships, creating jobs, and supporting local communities, the visitor economy is helping Scotland thrive—today and into the future.”

Visitor Economy

Tourism and events continue to be among Ayrshire and Arran’s most powerful economic drivers, despite financial pressures.

In 2023, visitors to Ayrshire and Arran spent £323 million, supporting more than 1,000 tourism businesses and 14,000 tourism jobs across the region and stimulates additional investment.

Lynsey Eckford, VisitScotland Regional Director said:

“A vibrant visitor economy matters to us all.

“It generates a ripple effect, supporting a much wider local supply chain which includes food and drink, arts and culture, retail, construction and transport.

Lynsey added: “As an economic growth agency, VisitScotland is focusing on market development, place development and business and experience development.

“Market development means growing and diversifying Scotland’s reach in key international and domestic markets.

“Place development is working closely with our partners to deliver the Ayrshire and Our Islands Visitor Economy Strategy.

“Finally, we’ve been reviewing our approach to business support, shifting to free-to-access support for all businesses which includes webinars, workshops, networking, and our new business support hub full of tailored digital advice and support on a range of topics.

“Together, we can ensure Ayrshire & Arran remains a must-visit, must-return destination all year-round.”

To help demonstrate the importance of the visitor economy, VisitScotland is sharing real-life stories to show how the sector has created new opportunities for people and places.

For more information, please visit www.visitscotland.org/ visitor-economy