New drive to highlight contribution tourism makes to Scotland
By showcasing real-life stories across the national tourism organisation's website and social media channels, and encouraging businesses to do the same, the activity will target those out with 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. Similarly, over 905 of respondents also agreed that tourism brings economic benefits and attracts investment.
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However, the drive aims to help build a greater understanding and appreciation of the ripple effect created by the visitor economy by illustrating the wider range of benefits it can bring.
The visitor economy refers to the impact of people visiting a place – from the activities they enjoy and the services they use, to the jobs they support.
In 2023, visitors spent £10.8 billion in Scotland. This spend not only supports over 245,000 tourism-related jobs and more than 16,000 businesses, but also creates a ripple effect, benefiting local supply chains including food and drink, arts and culture, retail, construction, and transport.
In the past 10 years, tourism-related jobs have grown by a quarter while the number of businesses in the sector has risen by 15%.
Scotland has also earned a global reputation for hosting and delivering high quality major events, including the Edinburgh Festivals, UCI Cycling World Championships and The Open. The 2024 UK Event Report found that the events industry generates £61.653 billion annually for the economy, with £5.5bn (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.
"All of us, whether we realise it or not, have benefitted from this visitor economy.
"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.'
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