VisitScotland has launched its Corporate Plan for 2025–2028, outlining a comprehensive strategy aimed at enhancing Scotland’s tourism sector and stimulating economic development. The plan focuses on four key areas: place and destination development, business and experience development, market development, and organisational development.
Key initiatives include expanding support for tourism businesses to internationalise, investing in sustainable practices, and leveraging major events to drive economic impact. The organisation aims to maintain a minimum marketing return on investment of £11 for every £1 spent and generate 230 business event leads annually, valued at over £130 million.
In 2023, visitor spending contributed £10.8 billion to Scotland’s economy, supporting 245,000 jobs and over 16,000 businesses. VisitScotland’s new plan seeks to build on this foundation by promoting Scotland as a year-round destination, enhancing infrastructure, and fostering innovation within the tourism industry.
For more details, visit VisitScotland’s Corporate Plan.
