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Tourism is acknowledged by the Scottish Government as being “Scotland’s most important industry”.  

The role of the STA is to ‘lead on industry matters’, representing the views of our Members.  We actively seek supportive change at policy level to enable our tourism industry to reach its growth ambition and perform as Scotland’s main economic driver.

Our mission is to help shape the right conditions for growth and profitability for the tourism sector and raise the profile and importance of tourism in Scotland.

As the voice of the tourism industry in Scotland, we represent the interests of more than 250 trade associations, businesses, destination groups and other organisations with an interest in tourism.  Tourism really is everybody’s business.

As a member of the UK Tourism Industry Council, we represent also the views of the Scottish tourism industry at Westminster.

Our vision is to lead an engaged and united tourism industry, delivering an in ambitious shared strategy for growth for 2020 and beyond.

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Our Patrons

The STA has been able to grow and strengthen its position as the voice of the tourism industry in Scotland thanks to the much valued support of our Patrons. We are hugely grateful to each of our Patron organisations, each of whom play a valuable part in helping to grow Scotland’s tourism industry.