Expanding key markets
Research has shown that the most popular tourist destinations have focused their product development around their unique areas of competitive advantage. We're working with partners to develop products and services to support particular tourism markets.
Ancestral tourism
Around 50 million people claim to have direct Scottish ancestry and we want to attract more of these people to Scotland
Get more information on ancestral tourism
Country sports
Many of the world's country sports originated in Scotland. We want to ensure that this legacy is developed and that country sports continue to support Scotland's rural economy.
Find out more about country sports
Whisky tourism
ScotlandWhisky aims to encourage more tourists to visit Scotland and improve their whisky experience by using Scotch whisky’s international reputation.
Find out more about whisky tourism
Food tourism
Sampling food and drink is one of the main reasons for many tourists to visit new locations. We want to ensure Scotland continues to be a key destination for food lovers.
Get more information on food tourism
Forest tourism
If you’re already using Scotland's forests, if your business is based in or near a forest, or if you’re simply looking for new ways to add value to your visitors’ experience, the Forest Tourism Initiative might be able to help.
Find out more about forest tourism
Golf tourism
Scotland is recognised globally as the home of golf. Golf tourism is not just about the famous golf courses and resorts - all golfing venues can benefit. Co-operation and joint working will help Scottish golf tourism to flourish in this competitive marketplace.