We are Scotland’s national tourism organisation. We are a publicly funded body and are accountable to the Minister for Energy, Enterprise and Tourism. We have almost 700 members of staff based in offices or VisitScotland Information Centres (VICs) around the country. We recruit approx just over 200 staff to work in the VICs from April to October.
Tourism is a major employer and is central to the Scottish economy with visitors spending more than £4 billion every year. Our primary purpose is to grow and develop the sustainable economic benefit of tourism to Scotland’s visitor economy.
Our purpose is supported by these five Corporate Objectives:
- Marketing: We will market Scotland and its outstanding assets to visitors from all parts of the world, including the promotion of Scotland to people living in Scotland to visit different parts of the country.
- Information provision: We will provide information and inspiration to visitors both locally and globally via their preferred choice of medium.
- Quality and sustainability: We will provide support and advice to businesses, with the goal of improving the quality and sustainability of the tourism sector in Scotland. We will provide assurance to visitors through our Quality Schemes.
- Working in partnership: We will listen to and work with the industry, partners and stakeholders to shape our offering and support.
- Events: We will implement the national events strategy, and sustain, develop and promote Scotland’s international profile as one of the world’s foremost events destinations.
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