About the Scottish Tourism Alliance


Who we are

The Scottish Tourism Alliance (STA) is the representative body of the Scottish tourism industry.

Our organisation comprises over 250 trade associations, businesses, destination groups and other organisations with an interest in tourism. 

We are able to offer the best possible representation of the issues and challenges we face as an industry through continuous engagement with more than 70% of tourism businesses in Scotland.   Our membership is spread across all regions and destinations in Scotland.   We are governed by a Board with representation from all sectors within Scotland’s tourism industry. 

Our Mission 

To shape a vibrant visitor economy for Scotland

How do we do this?

• We listen to better understand our industry
• We influence and shape policy with our insights 
• We help industry connect to encourage better collaboration
• We lead and inspire our industry to help it grow

Our Vision 

Making tourism everybody’s business

The Industry Connector

The STA connects tourism businesses, destinations and sectoral groups and other organisations to improve collaboration and knowledge sharing and the sharing of best practice. 

Why Tourism Matters 

Tourism is acknowledged by the Scottish Government as being "Scotland’s most important industry”. 

The tourism industry is a cornerstone of the Scottish Economy, and vital to the economic performance of towns, cities and regions across the length and breadth of Scotland.

The industry accounts for around one in every twelve jobs in Scotland, and around five per cent of the Scottish Economy’s Gross Value Added (GVA). It plays an important role in the economies of Scotland’s major cities, while also making a substantial contribution to sustaining employment and economic activity in Scotland’s rural communities.

Why tourism matters

Official Papers