The Scottish Tourism Alliance (STA) has launched its Holyrood 2026 Manifesto, urging all political parties to put tourism at the centre of their election campaigns.
Unveiled at the STA’s Annual General Meeting in Glasgow, the manifesto outlines growing pressures on Scotland’s £17 billion tourism industry and warns of long-term consequences without stronger political backing.
The STA describes tourism as one of Scotland’s most resilient and valuable industries, generating almost £17 billion in total visitor spend and events revenue each year. International visitors alone contributed £4 billion in 2024. But while overseas performance remains strong, the domestic picture is more mixed. UK-based tourism dropped by 1.4 million trips over the same period, and businesses continue to face rising costs, tax burdens and staffing challenges. Many are operating on tight margins and are concerned about long-term sustainability.
According to VisitScotland’s most recent survey, 80% of Scots view tourism as a valuable national asset. The STA says that level of public support should give politicians confidence to prioritise the sector as a key driver of economic growth.
The manifesto outlines a series of key asks, including the creation of a Cabinet-level tourism role, long-term investment in VisitScotland and Destination Management Organisations, and steps to reduce the regulatory burden on businesses.
“Too often, people assume tourism will simply ‘look after itself’; however, Scotland’s tourism industry is now at a crossroads,” said Marc Crothall MBE, Chief Executive of the STA. “The choices made by our politicians in the next year will determine whether we invest in and grow one of our greatest economic and cultural assets, or whether we risk a gradual decline that would be catastrophic for businesses, jobs and communities across the country.”
Rebecca Brooks, Chair of the STA, added, “Scotland has extraordinary potential, but competition is fierce and the pressures on our businesses are real. The asks we set out today are practical, deliverable and essential if we are to remain competitive on the global stage. With the right support, our sector can be the catalyst for sustainable growth, innovation and opportunity across Scotland, benefiting not only our economy, but also our communities and future generations.”
The STA is also calling for greater support to grow Scotland’s aviation links, investment in sustainable fuels, and a joined-up national travel system that includes smart ticketing and better disruption management.
Crothall said, “Tourism is not just about visitors – it is the lifeblood of communities across Scotland. In many rural and island areas, it is the main employer. If we allow the industry to decline further, the ripple effects on Scotland’s economy and society will be profound.”
The full manifesto has now been shared with political parties and industry stakeholders and is expected to guide engagement with MSP candidates in the run-up to the 2026 Holyrood election.