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Let’s put Scotland at the top of everyone’s now list!

Countries around the world are stepping up their game. They all want a piece of the action. In recent years New Zealand, for example, has invested over NZ$100 million per year to grow awareness of it as the country of all things natural and pure.

Relative to our size we are competitive in attracting visitors, talent, students and investment. We’ve seen a 24% increase in visitor numbers between 2012 and 2016, and 18% in spend (accounting for inflation). But as our competitors step up their game, one thing is for certain - Scotland needs to shift gear if it is to sustain, let alone grow, its international appeal and success.

That’s why we’ve embarked on an exciting new collaborative journey with the Scottish Government, Scottish Enterprise and Universities Scotland to communicate the unique value of our ‘Scottishness’ and extend the biggest invitation ever to come and work, live, study, invest and of course visit Scotland.

We’d like you to help us spread the word – just as you did with the Spirit of Scotland - to ensure that we put
Scotland at the top of everyone's NOW list. #ScotlandIsNow

Enjoy this month’s Tourism Insider.
Kind regards
Malcolm Roughead OBE
Chief Executive, VisitScotland

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Regional eUpdate - December 2016


What a year 2016 has been, it started with the Year of Innovation, Architecture and Design – a Theme Year that has captured the imagination of not only consumers but the industry too.  Events and activity have lived up to the Year's name.

We also launched our Spirit of Scotland campaign.  We’ve been selling Scotland with Scotland and extending our reach by working with the tourism industry and the people of Scotland - or those who just love Scotland - to promote our fantastic country in new and exciting ways.  The results are in and guess what?   #ScotSpirit is everywhere. Read the report.

Finally, we have seen the launch of the Year of History, Heritage and Archaeology 2017. Scotland is the land where great legends were made throughout history, and so it’s only apt that we should have such unique events and activities lined-up to celebrate the year.  We know for a fact that visitors come to Scotland to experience our history and heritage and look forward to welcoming them in the coming year – and beyond.

I do hope you have a wonderful Christmas and a very prosperous New Year. Enjoy this month’s eUpdate.


Kind regards
Malcolm Roughead, OBE
Chief Executive, VisitScotland

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