The Scottish Tourism Alliance (STA) will today launch its Holyrood 2026 Manifesto for Scotland’s tourism industry, which is worth almost £17bn to Scotland annually.
The leading representative body for the sector is calling on all political parties to champion and work in partnership with the sector to make better policy, connect the country through a modern, integrated and resilient transport system and digital access, and invest in future jobs and growth for Scotland’s tourism and hospitality sector to boost the nation’s economy.
This comes as Scotland moves into the final phase of its national tourism strategy, Scotland Outlook 2030, with industry and government expected to deliver on the ambition to make Scotland a world-leading visitor destination by the end of the next Parliament.
The manifesto has been shaped by businesses across all sectors of Scotland’s tourism and hospitality industry, destination groups, the STA Board and the STA Policy Working Group, comprising 16 senior industry representatives.
Tourism is one of Scotland’s most resilient and valuable industries, generating almost £17 billion in total visitor spend and events revenue annually. Within this, international visitor spend reached £4 billion in 2024. Every £1 invested in VisitScotland marketing returns £18 to the Scottish economy.
The manifesto calls on all political parties to back Scotland’s tourism and hospitality industry as a cornerstone of the national economy, supporting jobs, driving investment, strengthening communities and securing Scotland’s reputation as a world-class visitor destination.
While international performance is strong, the STA warns that domestic trips fell by 1.4 million in 2024 and that visitor activity must be better dispersed beyond Edinburgh and into rural and island communities and throughout the shoulder season. Rising costs, higher National Insurance contributions, recruitment challenges and the costs of doing business are squeezing margins, while international competitors increasingly offer better value, choice, infrastructure and quality.
The asks set out in the manifesto are not unique to tourism. Many of the priorities identified, from reducing the costs of doing business to securing investment in infrastructure and skills, are shared across Scotland’s wider business community. This reinforces the need for greater understanding of the pressures within businesses by politicians and the case for investment in areas that will futureproof the sector to remain globally competitive.
The STA’s headline asks:
Champion Scotland
- Create a dedicated, named Cabinet Secretary or Minister role, and shadow positions, to champion the tourism and hospitality sector and support cross-portfolio working.
- Provide ring-fenced funding to deliver on the national tourism strategy, Scotland Outlook 2030, and the strategic missions identified by the Tourism and Hospitality Industry Leadership Group.
- Commit to delivering government and sector priorities together through better regulation and supportive policy, including prioritising accelerating planning and business rates reform.
- Empower and invest long-term in VisitScotland, EventScotland and Destination Management Organisations through sustainable funding models.
- Lessen the regulatory burden on businesses and avoid giving more revenue generating powers to councils that negatively impact on the sector.
Connect Scotland
- Align new transport and digital infrastructure projects and funding with national and regional growth priorities.
- More investment and better legacy planning to support transport and digital connectivity across Scotland to meet the aspirations of Scotland’s tourism strategy, Scotland Outlook 2030, and keep pace with other international destinations.
- Support growth in the aviation industry through more flight route development and investment in decarbonisation and sustainable fuels, including exploring the use of Grangemouth as a production facility.
- Deliver a joined-up travel experience across Scotland, including smart ticketing across the network and better coordination to manage disruption.
Invest in Jobs & Growth for Scotland
- Work with industry to create a Scottish Tourism & Hospitality Growth Plan and enable Scottish National Investment Bank support for major tourism and hospitality infrastructure projects to maximise competitive edge and enhance the sector’s role as a key export industry.
- Provide more targeted support for tourism and hospitality businesses through grants, match-funding opportunities and interest-free loans to become more environmentally sustainable.
- Regenerate and enrich local communities by prioritising investment in supporting and developing the sector’s future workforce and affordable housing, positioning the sector one of the key growth industries under the UK Growth and Skills Levy scheme.
- Recognise and position the tourism and hospitality sector as a future-facing industry, with targeted support to drive innovation and harness emerging technologies in AI, data collection, and digital transformation.
- Back innovation through a Tourism & Hospitality Future Innovation Fund (in partnership with Interface) and invest in improved national data collection so decisions are evidence-led.
Marc Crothall MBE, Chief Executive of the STA, said:
“Tourism is Scotland’s shop window to the world and one of our most resilient industries, but we must not mistake resilience for strength. The reality is that many businesses remain fragile after years of rising costs and the ongoing challenge of the costs of doing business, combined with labour shortages and a fall of 1.4 million domestic trips last year.”
“Too often, people assume tourism will simply ‘look after itself’; however, Scotland’s tourism industry is now at a crossroads. The choices made by our politicians in the next year will determine whether we invest in and grow one of our greatest economic and cultural assets, or whether we risk a gradual decline that would be catastrophic for businesses, jobs and communities across the country.
“What is clear from recent research is that the public also recognises tourism as one of the most important industries for our economy and communities and understands the value this brings. The STA manifesto connects public and economic interests to direct policy asks and solutions. Now is the time for politicians to champion Scotland’s tourism industry and have meaningful engagement with all sectors across the industry to protect one of Scotland’s greatest assets for the future of Scotland and its people.”
“Tourism is not just about visitors – it is the lifeblood of communities across Scotland. In many rural and island areas, it is the main employer. If we allow the industry to decline further, the ripple effects on Scotland’s economy and society will be profound.”
“Our industry is asking for recognition of its role as a safe bet for investment – one that delivers jobs, strengthens communities and returns far more to the economy than it takes out. The time to future-proof our industry is now.
“Failing to prioritise tourism investment now will see Scotland gradually lose visitors to rival destinations, costing jobs, competitiveness and long-term prosperity. The erosion of our tourism product has already begun, and, without investment, rebuilding will be impossible.”
Rebecca Brooks, Chair of the STA, said:
“Scotland has extraordinary potential, but competition is fierce and the pressures on our businesses are real. The asks we set out today are practical, deliverable and essential if we are to remain competitive on the global stage. With the right support, our sector can be the catalyst for sustainable growth, innovation and opportunity across Scotland, benefiting not only our economy, but also our communities and future generations.”
The manifesto will be launched at the STA Annual General Meeting on Thursday 2 October, and shared with political candidates, STA members and stakeholders across Scotland.
