Chair reflections on 2024

By Stephen Leckie, Chair of VisitScotland  

As we approach the final weeks of 2024, while undoubtedly a busy time for many in Scotland’s tourism and events industry, it is also a fitting time to reflect how far we have come this year and celebrate our collective success.  

Most recently, I was reminded of this at the regional and national finals of the Scottish Thistle Awards. These annual awards celebrate the very best of our tourism and events industry. Bringing together a wide range of businesses, events and individuals from across the country, you could see how much this recognition meant to all the nominees.   

Another cause for celebration, was the record number of international visitors we’ve welcomed to Scotland over the last year, surpassing pre-pandemic levels and outperforming other parts of the UK. This is testament to the strength of Scotland’s offering. These visitors who often stay longer and spend more are crucial for our industry and the visitor economy supporting businesses and communities around the country.  

Latest figures for the first six months of 2024, show that this trend has continued. Our hope is that thanks to more direct routes being added this year from North America and Europe and the return of Emirates daily Dubai – Edinburgh service last month, that this growth has carried on into the latter half of the year.  

A strong international performance is particularly important at a time when we are seeing the cost of living continuing to impact domestic visitor numbers. However, our own and external research shows there is still a strong desire to travel to Scotland, especially among Scots with longer trips anticipated this winter. Following the recent budget, we hope to see consumer confidence continue to stabilise.   

As well as increased visitor figures, this year has also seen the arrival of some impressive new additions to Scotland’s renowned offering including the opening of Perth Museum which is the new home of the Stone of Destiny; the reopening of the Scottish Crannog Centre; Rosebank Distillery in Falkirk and just last month Lost Shore Surf Resort in Edinburgh, the UK’s first inland surf resort. I had the pleasure of attending the opening of this impressive £60 million development which offers a full visitor experience from a range of surfing and wellness activities to multiple food and drink and accommodation options.  

Elsewhere, The Flow Country, covering much of Caithness and Sutherland was awarded UNESCO World Heritage Site status, Edinburgh and Stirling both celebrated their 900th anniversary, The Kelpies in Falkirk turned 10 and we marked reopening of the Levenmouth Rail Link.  

Of course, Scotland continued to build on its reputation as the perfect stage for events from the Scottish Thistle Award winning World Athletics Indoor Championships in Glasgow and Clipper Around the World Yacht Race in Oban, to the staging of the 152nd Open golf tournament in Troon. Let’s not forget the role the Tartan Army played as ambassadors for Scotland during EURO 2024 in Germany.  

And who can forget Swiftmania in Edinburgh, summer Highland Games and our many festivals across the country? 

For VisitScotland this year has been one of change, yet despite these extremely challenging times the organisation has continued to deliver important work including the publication of its largest survey, the Scotland Visitor Survey 2023.  This extensive piece of work provides valuable insights into the motivations and expectations of our visitors.  

There was also the launch of the new Gaelic Strategy, refreshed Scotland’s National Events Strategy, free Climate Impact Guide to help promote responsible travel and food tourism industry guide in partnership with Scotland Food & Drink.  

We welcomed the arrival of a new senior leadership team led by Vicki Miller following the well-deserved retirement of Malcolm Roughead. Along with Vicki’s strong leadership team, I’m confident we will continue deliver on our core purpose to drive the visitor economy, growing its value to Scotland. 

From a personal perspective, it’s been an honour to represent VisitScotland and lead its Board as Chair. This started back in April where it was a privilege to attend VisitScotland Connect.  It was fantastic to be there meeting and speaking to businesses, hearing about their passion for Scotland and providing exceptional visitor experiences that make us a must-see and must-return destination.  

As we look ahead to a New Year and 2025 what do we have to look forward to? A lot actually.  

The Outer Hebrides has been named in the Best in the World 2025 list by National Geographic, the only UK destination to feature.  

Scotland’s biggest city, Glasgow will celebrate its 850th anniversary with a year-round programme of events.  

The highly anticipated Inverness Castle Experience will open taking visitors on an interactive journey of The Highlands.  

Shetland will welcome its first whisky distillery; Seaton House Hotel will open the doors in St Andrews and a new Scotland Wildlife Discovery Centre will open at Highland Wildlife Park.  

2025 is set to be another big year for sport with International Island Games on Orkney, Tall Ships Races in Aberdeen and the return of the Scottish Open and Women’s Open golf tournaments.  

Cultural events to look out for include Big Burns Supper, The Royal National Mòd, 75th anniversary of The Royal Edinburgh Military Tattoo and and Oasis at Murrayfield (for those lucky enough to secure tickets).  

We will also welcome new direct flights from Vienna, Philadelphia and Boston. 

Here at VisitScotland in 2025 we’ll continue to do all we can to drive the visitor economy across our three strands of market, place and business and experience development.  

Developments to look out for include the launch of our new business support hub, travel trade events including VisitScotland Connect, growing our international air connectivity and continuing to promote Scotland as a must-visit, must-return destination.  

No doubt as we have seen in recent years there will be challenges and changes in the year ahead but as an organisation and industry, we will continue to navigate these together.  

Scotland consistently outperforms in a highly competitive global market, delivering world-class events and experiences that inspire visitors and set us apart. Let us not forget that, even at this busy time of year.  

On behalf of everyone at VisitScotland we wish you a happy festive season and I can’t wait to see what progress we make together in 2025.