The Scottish Tourism Alliance (STA) is the overarching industry leadership group for tourism and the leading voice for the tourism sector in Scotland.
We are an independent trade body comprising of more than 250 trade associations , businesses, destination groups and other organisations with an interest in tourism. Having more than 70% of tourism business directly or indirectly under the umbrella of our membership our voice is one that is held in high regard by Scottish Government and other bodies.
Tourism is acknowledged by the Scottish Government as being "Scotland’s most important industry”. Our job is to ‘lead on industry matters’, representing the views of our members and actively seeking supportive change at policy level to enable the tourism industry in Scotland to reach its growth ambition and perform as Scotland’s main economic driver.
To play a pivotal role in enabling the tourism sector to grow by:
To lead an engaged and united Scottish Tourism Alliance in the delivery of an ambitious shared strategy for growth.
As the independent voice of Scotland’s tourism industry, the STA: