The Scottish Tourism Alliance (STA) is the largest member organisation for tourism and hospitality businesses in Scotland and the leading representative body for the sector.

Our primary focus is to shape a vibrant, world leading, sustainable tourism and hospitality industry that delivers great experiences for all who visit, be it for leisure or business, and to help promote Scotland on the global stage. We do this through providing inspiring leadership, evidence based effective influence which informs government policy and investment decisions that enable the sector to reach its growth potential- in turn creating jobs, and wealth for our national and local economies, benefiting communities throughout Scotland.

The STA is the acknowledged overarching body and voice for the sector connecting with tourism and hospitality businesses, destinations, sectoral groups, academia, financial institutions, professional bodies, and other national organisations, right across the UK and further afield. It is a catalyst for collaboration, learning, information sharing which in turn strengthens the sectors voice.

The breadth of diversity, knowledge and skill that is represented through the make-up of the STA Board, Sector Council, DMO Forum and Policy Working Group and the extended depth, breadth of membership and the reach of the organisation is recognised by, civil servants, politicians of all parties, suppliers to industry and leaders of business in other sectors of the economy too.

As a core member of the Scottish Government’s Business Forum the STA sits alongside and works closely with other national business and trade organisations such as; CBI Scotland, Prosper, The Scottish Chambers of Commerce The Federation of Small Businesses, The Institute of Directors, Scotland Food & Drink, Scottish Financial Enterprise, and  The Scottish Retail Consortium, The STA are also members of Trades Association Scotland which meets quarterly with Cabinet Ministers, MPs and MSPs from all political parties.

The CEO of the STA Marc Crothall MBE , in an independent capacity, also co-chairs the Tourism and Hospitality Industry Leadership Group (ILG) with the Minister for Business Richard Lochhead MSP. The ILG being the strategic think tank and guardian of Scotland’s national tourism strategy Scotland Outlook 2030. The STA Chair Rebecca Brooks , MD the Abbey Group is also Chair of the UK’s representative body for inbound tour operators UKinbound, who also sit on the STA Sector Council.

To enable the STA Executive and its Policy Working Group to offer the best possible representation of the issues and challenges the industry faces, and to help influence positive change to policy and budget decisions that will drive our tourism economy, please do connect with us and share your insights and experience.. Please do keep up to date with our latest news and connect with us on our social media platforms we are only a good as the voice we get given.

No matter what your business is, remember that tourism is everybody’s business – it touches almost every part of our society.

Find out more about the strongest, most impactful and well-respected tourism and hospitality network in Scotland and how to become a member of the STA today.