"To make Scotland a destination of first choice for a high quality, value for money and memorable customer experience, delivered by skilled and passionate people”.
In addition to total visitor spend, targets have also been set for
specific growth markets.
Progress to Date
Below are graphics which show the most recent data available for each KPIs.
Additional reports are available here.
2015 Figures: Mid Term Review (published March 2016)
2014 Figures: Tourism in Numbers 2014 (published March 2015)