Bow Fiddle Rock, Portknockie

The impact of COVID-19 on our industry

Whilst the situation around COVID-19 does seem like it will continue for some time and it’s had a hugely damaging effect on our tourism and events industry, we’re continually looking at data to determine when the recovery period will begin.

Planning for the period beyond this current no-travel phase is going to be critical in the weeks ahead, so that we can develop robust recovery plans and ensure we get the timing of future proactive marketing activity right.

It’s still too early to say when people will start to travel again, although our initial focus will be on the domestic market. To guide us through this time, my team are using their collective global networks alongside data and insight from various partners and our own channels, to produce a series of regular intel reports – the second of which has launched today.

The response to our ‘Absence makes the heart grow fonder’ film has been tremendous reaching more than 1.6 million people. Thank you for sharing the film and asking visitors to dream about visiting now, but to travel later.

We’re are all in this together and now more than ever we need to pool our collective resources to help each other, share ideas and navigate our way forward.

Malcolm Roughead

Kind regards,
Malcolm Roughead OBE
Chief Executive, VisitScotland

New Aberdour

New marketing intelligence

We have currently paused proactive paid for marketing activity so we're constantly looking at travel trends to allow us and the industry to know when we can restart our activity.
This is the second in our series of regular intel reports that we will create to keep you updated on travel news, consumer intent and market insight from around the globe to help inform our plans as we move through different phases of this Covid-19 pandemic.

View our insights

We’re here and ready to help

We're committed to doing whatever we can to support you at this critical time. We’ve set up a business advice team for dedicated tourism business support who can help you with any questions you have about business operations or marketing at this time.
Visit our dedicated advice page for up to date information and advice on COVID-19 including the latest information, practical advice on sharing content, and useful signposting to other sources of support, such as financial support – and more.

Pettico Wick Harbour at St Abbs Head Nature Reserve2

Sharing the love

We launched a film on 3 April to remind visitors what Scotland has to offer, trigger memories of previous visits and, most importantly, remember that while a visit isn’t possible right now, it will be in the future. Take a look at the response from our consumers and the industry and thanks for sharing it!

Bluebells on Inchcailloch island

STERG update

The Scottish Tourism Emergency Response Group (STERG) meets regularly, listens to industry concerns, agrees actions, communications to and from industry, and provides advice to the Cabinet Secretary, enabling a fleet of foot response to the crisis. Take a look at what has been discussed recently.


Stay up to date

View updates on the current COVID-19 situation in our news section of and be sure to follow us on Twitter @VisitScotNews and LinkedIn.