VisitScotland works in partnership to exceed visitor expectations. Its mission is to contribute significantly to the advancement of Scottish tourism by giving it real presence in the global marketplace, benefiting the whole of Scotland.

We’ve a very wide range of stakeholders, but our activities are defined by visitors’ requirements. Everything we do is based on sound research to make sure that we stay ahead of consumers’ ever-changing needs.

We work closely with tourism businesses and other partners to make sure that their activities are aligned with the national strategy, and that we’re all working towards a common goal.