Scottish Tourist Board (VisitScotland)

VisitScotland, legally known as the Scottish Tourist Board, is Scotland's national tourism organization and an executive non-departmental public body of the Scottish Government. Established in 1969, its core mission is to market Scotland as a premier tourism destination globally, drive the visitor economy, and grow its overall value. The organization is headquartered at Ocean Point One, 94 Ocean Drive, Leith, Edinburgh.

VisitScotland's services encompass extensive advertising and promotional campaigns aimed at attracting both leisure and business visitors from domestic and international markets. It manages quality grading schemes for tourist accommodations and attractions, operates the visitscotland.com website for visitor information and bookings, and provides support and advice to tourism businesses. The organization also plays a key role in implementing national events strategies and hosts the annual Scottish Thistle Awards, recognizing excellence in the industry.

In recent leadership changes, Vicki Miller was appointed Chief Executive Officer in May 2024, succeeding Malcolm Roughead OBE, with Stephen Leckie serving as Chair. VisitScotland's current strategic focus, outlined in its 2025-2028 corporate plan, is on driving sustainable growth and enhancing Scotland's reputation as a world-class tourism and events destination, with a renewed commitment to stimulating demand from key markets. The organization has reported strong performance in business events and an "undeniable demand" from international visitors, contributing significantly to Scotland's economy, with tourism generating £11.4 billion in visitor spend and supporting 239,000 jobs.