The Scottish Tourism Alliance (STA) has launched its Holyrood 2026 Manifesto, calling on all political parties to work with the sector to shape policy, improve transport and digital connectivity, and invest in future jobs and growth.
The sector is worth almost £17bn to Scotland each year. The launch comes as Scotland enters the final phase of its national tourism strategy, Scotland Outlook 2030, which aims to establish the country as a “world-leading” visitor destination by the end of the next parliament.
The manifesto was developed with input from tourism and hospitality businesses, destination groups, the STA board and its policy working group of 16 senior industry representatives.
Tourism generates almost £17bn in total visitor spend and events revenue annually, including £4bn from international visitors in 2024. The STA said every £1 invested in VisitScotland marketing brings £18 to the economy.
The manifesto urges political parties to recognise tourism and hospitality as a cornerstone of the economy, supporting jobs, driving investment, strengthening communities and maintaining Scotland’s reputation as a world-class destination.
It highlights challenges including a fall of 1.4 million domestic trips in 2024, rising costs, higher national insurance contributions, recruitment difficulties and competition from international destinations offering better value and infrastructure.
Additionally, the document calls for a cabinet-level minister to champion tourism and hospitality and for ring-fenced funding to deliver the Scotland Outlook 2030 strategy. It also asks for reforms to planning and business rates, long-term investment in VisitScotland and other tourism bodies, and a reduction in the regulatory burden on businesses.
On connectivity, the STA seeks greater alignment of transport and digital infrastructure projects with national and regional priorities, more investment in connectivity, support for aviation growth through new routes and sustainable fuels, and a joined-up travel experience including smart ticketing and better disruption management.
To support jobs and growth, the manifesto proposes a Scottish Tourism and Hospitality Growth Plan and Scottish National Investment Bank backing for major infrastructure projects.
It calls for targeted financial support to help businesses become more sustainable, investment in skills and affordable housing, recognition of the sector as a future-facing industry, and support for innovation through a new fund and improved national data collection.
