Tourism industry presses parties on manifesto commitments ahead of Holyrood vote
“As we head into an election campaign, now is the time for the parties to put business, jobs and the economy at the top of the agenda.”
– Marc Crothall MBE, CEO Scottish Tourism Alliance
Scotland’s tourism and hospitality sector will put political parties under pressure on jobs, investment, and economic growth in the run-up to the Scottish Parliament election at the Scottish Tourism Alliance Signature Conference 2026, which takes place at Edinburgh’s EICC on 9th and 10th March.
A pre-election political hustings on Tuesday, 10th March, will form the centrepiece of the conference, bringing senior political representatives from five parties together to respond publicly to the industry’s priorities and articulate how their policies will support one of Scotland’s most important economic drivers.
The event will be chaired by Brian Taylor, political journalist and commentator, who will open the session with an overview of the 2026 Holyrood election and party commitments before moderating the discussion.
Confirmed panellists taking part in the hustings are:
Kate Forbes MSP, Scottish National Party
Daniel Johnson MSP, Scottish Labour
Murdo Fraser MSP, Scottish Conservatives
Willie Rennie MSP, Scottish Liberal Democrats
Graham Simpson MSP, Reform UK.
The industry hustings follows the launch of the STA’s industry manifesto in October, which calls for urgent action from the next Scottish Parliament on the business environment facing the tourism and hospitality sector, including reform of business rates, investment in long-term workforce and skills planning, improved transport and digital connectivity and a stable policy framework that supports investment and growth across all of Scotland’s regions.
March’s session will be one of the first opportunities in the election run-up for parties to be questioned directly on how they intend to respond to those asks and translate manifesto commitments into practical delivery for one of Scotland’s largest employment sectors.
Industry leaders and the wider business community have warned that decisions taken by the next Scottish Parliament, including around taxation, labour supply and investment, will have a lasting impact on whether the sector can compete in an increasingly global visitor economy.
Marc Crothall MBE, Chief Executive of the Scottish Tourism Alliance, said:
“Anyone who works in Scottish tourism knows the last few years have been extremely tough. Businesses are juggling rising costs, unpredictable demand and constant pressure to do more with less, and many had hoped things would have stabilised by now. Instead, confidence remains lower than ever and expectations for the year ahead are bleak.”
“Our own research shows most operators expect trading conditions to worsen, not improve, with day-to-day operating costs their biggest concern. Nearly half are delaying or cancelling investment, and around 15 per cent are preparing for redundancies.”
“Tourism relies on continual investment and renewal. When that stalls, quality slips and Scotland’s competitiveness as a destination is put at risk. We are competing internationally with countries that have more progressive policy and taxation environments, which actively support investment and growth. If Scotland continues to lag on these fundamentals, it becomes harder to attract investment, harder to innovate, and harder to compete on a global stage.”
“As we head into an election campaign, now is the time for the parties to put business, jobs and the economy at the top of the agenda. What businesses need most is a clear signal that government understands what is at stake and is prepared to address the pressures facing a sector that underpins jobs, communities and local economies across Scotland.”
The hustings feature within the wider STA Signature Conference programme, the flagship event of Scottish Tourism Month, which takes place each March. The two-day conference will bring together economists, destination leaders, global travel platforms, operators, policymakers and thought leaders to explore the financial, operational and strategic realities facing Scotland’s tourism sector, with themes from business resilience, insurance and cyber security, to destination marketing, leadership, innovation and the future visitor economy.
Sessions will examine economic outlooks and traveller trends, the expectations of tomorrow’s visitor, and what it takes to realise the vision of Scotland’s national tourism strategy, Outlook 2030, ‘To be the world leader in 21st century tourism’.
ENDS
Media Contact
Mhairi Wilson
Shine PR
mhairi@shine-comms.com
07809 558 375
Notes for Editors
Media Access to the Hustings
Media access will be available at the conference, including for the Political Hustings. Interviews with political representatives, STA leadership and selected speakers can be requested.
About the STA
The Scottish Tourism Alliance (STA) is the representative body for Scotland’s tourism and hospitality industry. Its membership spans hundreds of businesses, trade associations, destination organisations and other stakeholders. The STA works with government, parliament, public bodies and communities to influence policy and champion tourism as a driver of Scotland’s economy, employment and international reputation.
The Scottish Tourism Alliance Holyrood Election Manifesto is available to download here.
Scottish Tourism Alliance Signature Conference Programme 2026 Overview
Signature Seminars, Monday 9 March 2026
Venue: Sheraton Grand Hotel and Spa, Edinburgh
Business Finance, Accounting, Insurance and Cyber Security
From Bookings to Boardroom: Using Digital Systems to Run a Smarter, Safer Tourism Business
Speakers include Graham Dyer, Partner and Head of Digital Advisory, AAB, and representatives from NFU Mutual.
Top Tips on Destination and Experience Marketing
Speakers include Gwen Raez, Strategy Lead, VisitScotland; Ryan Pearson, Regional Manager UK and Ireland, Booking.com; Signe Jungersted, former Director of Development, Wonderful Copenhagen; Doug Lansky, travel writer and industry commentator; Michael Hart, Executive Creative Director, The Union
A Taste of HIT Scotland’s Executive Leadership and AI for Commercial and Operational Impact programmes
Delivered by The Culture Builders, and Owendale Advisory
Signature Conference, Tuesday 10 March 2026
Venue: Edinburgh International Conference Centre, Edinburgh
Traveller Trends and Insights
Speakers include Marc Crothall MBE, Chief Executive, Scottish Tourism Alliance; Katerina Lisenkova, Senior Economist, NatWest Group; David Edwards, Scattered Clouds
Tomorrow’s Guest
Panel moderated by Cat Leaver, VisitScotland
Panellists include Jane McFadzean, Trip.com; Mireia Prieto, Booking.com; Jose Gomez, Get Your Guide; Luke Impett, Airbnb
2026 Holyrood Election Political Hustings
The 2026 Holyrood Elections briefing and moderated hustings, chaired by Brian Taylor, political journalist and commentator
Participants include Kate Forbes MSP, Scottish National Party; Daniel Johnson MSP, Scottish Labour; Murdo Fraser MSP, Scottish Conservatives; Willie Rennie MSP, Scottish Liberal Democrats; Graham Simpson MSP, Reform UK
Good to Great to Being an Exceptional World-Leading Destination
Speakers include Marc Crothall MBE, CEO Scottish Tourism Alliance; Signe Jungersted, Chief Executive Officer and Founding Partner, Innovation and Strategy Agency Group NAO; Sandy Robson, Heritage Portfolio; Iain McPherson, Panda and Son; Kirsten Jensen, ART Farm and The Fife Arms; Chef Fraser Cameron, 1610 Restaurant at The Globe Inn; Doug Lansky, travel writer and industry commentator
Wrap up and close, Rebecca Brooks, Chair, Scottish Tourism Alliance
The conference forms part of Scottish Tourism Month, which takes place throughout March and brings together tourism and hospitality businesses, partners and policymakers from across Scotland to share learning, strengthen collaboration and discuss the challenges and opportunities facing the sector.
