03 Jul Interview with Vicki Miller, Chief Executive President Scottish Enterprise, VisitScotland
Business Focus: Scotland’s tourism sector is setting new records – what’s driving the tourism boom in 2024 and 2025?
Miller: Tourism is Scotland’s largest employer and a vital part of our £10.8 billion economy. It supports sectors like food, drink, and the creative industries, while helping us share Scotland with the world. In 2023, international tourism overtook domestic tourism in value for the first time. While most visitors are still from the UK, international visitors stay longer and spend more—4 million spent £3.6 billion in 2023, rising to 4.4 million and £3.9 billion in 2024. We’ve added more direct routes with support from the Scottish Government and Transport Scotland. Between 2023 and 2024, U.S. seat capacity rose 30%, an extra 100,000 seats, reflecting strong demand. We also work with airlines to promote and sustain these routes. Visitor preferences have shifted too. More people want meaningful, immersive experiences to connect with culture, ancestry, and nature. Scotland delivers that with authenticity, passion, and stunning landscapes. Wellness tourism is also growing. For American visitors, castles, whisky, and heritage are big draws, but what truly resonates is the emotional connection and warm welcome that brings them back.
BF: What wave of high-end hotel projects and luxury accommodations are on track for launch this year, and how will they reshape Scotland’s hospitality landscape?
Miller: Hotel investment in Scotland remains strong—second only to London in the UK. Much of it has focused on our cities, with landmark openings like the W Hotel and Virgin Hotel in Edinburgh. But what sets Scotland apart are our luxury resorts, such as Gleneagles and Trump Turnberry, which celebrate our golf heritage. We’re also seeing rising demand for high-quality self-catering options, especially in rural areas. These give visitors the space to unwind, connect, and enjoy nature.
BF: What key new air routes can we expect in 2025 to improve accessibility from Europe and North America?
Miller: Since 2019, transatlantic connectivity has grown significantly. Philadelphia–Edinburgh has returned as a seasonal route, and JetBlue now flies from Boston. In total, there are 10 direct U.S.–Scotland routes, with 100,000 extra seats—thanks in part to United extending some routes year-round. We’ve also expanded Canadian links, including a new Montreal–Scotland route and 10,000 additional seats this season. WestJet has been instrumental here.
BF: How has Scotland’s thriving film and television output helped spotlight the country’s destinations and spark global interest in “set-jetting” travel?
Miller: Film and TV have had a huge impact on tourism in Scotland. Productions like Outlander and Harry Potter have showcased our landscapes to the world and inspired immersive tours around filming locations. Screen tourism not only draws global attention but encourages visitors to stay longer and spend more, making it a powerful driver of both interest and economic impact.
BF: What’s being done to expand port capacity and enhance visitor experiences for the growing cruise tourism market?
Miller: We’ve done in-depth research on the cruise market, especially in island destinations where growth has been strong. Our focus is helping local businesses create experiences that showcase the best of their area—even for day visitors. We work closely with councils and port authorities to support infrastructure and ensure a quality visitor experience. Success comes from strong collaboration across all partners.
BF: What major events are on the horizon, and what are the biggest crowd-pullers expected to drive global attention in the years ahead?
Miller: Scotland has a packed events calendar—from local gems like the Orkney Highland Games to major global events such as the Commonwealth Games (2026), The Open and Tour de France (2027), and the Euros (2028). Our strategy is to attract large international events while supporting year-round festivals across the country. We help events grow—by extending them, diversifying experiences, and reaching wider audiences. They’re also vital for boosting tourism in the shoulder months. Edinburgh’s festivals in August and Glasgow’s Celtic Connections in January are great examples. Large-scale events also give us global visibility through international media coverage.
BF: How is VisitScotland adapting its global marketing to target emerging trends, and what standout campaigns are now positioning Scotland more boldly on the world map?
Miller: Our marketing evolves with how people plan trips. Post-COVID, more visitors are pre-booking not just travel and accommodation, but experiences. We work with tour operators and agents to promote year-round travel across all regions. We focus on seasonal and regional spread and use social media platforms to share real, people-led stories. User-generated content is especially powerful—travelers trust experiences shared by others. We also partner with airlines, ferry operators, and booking platforms like Expedia and TripAdvisor to ensure Scotland is visible where people search and book. By helping local businesses boost their online presence and tracking visitor behavior, we position Scotland ahead of other destinations. It’s this combination of digital storytelling, data, and strong industry partnerships that keeps Scotland front and center.
BF: What’s the long-term plan to position Scotland as a leading ecotourism destination—and how are stakeholders scaling up this segment for global travelers?
Miller: Sustainable travel is central to Scotland Outlook 2030. We support businesses in creating climate action plans and reducing their carbon footprint. We work with partners like NatureScot, Forestry and Land Scotland, and National Parks to protect our landscapes and identify where infrastructure is needed. The Rural Tourism Infrastructure Fund, managed on behalf of the government, improves key outdoor sites to reduce impact and promote responsible travel. Our marketing positions Scotland as a natural escape that’s “good for the soul,” while encouraging thoughtful travel. We target quieter months and lesser-known areas to ease pressure on communities and promote balanced growth. We also partner with sustainable travel leaders like the Travel Corporation to develop immersive itineraries that support local economies. TTC also helps Scottish businesses decarbonize.
BF: How critical is the US market to Scotland’s international tourism—and what targeted efforts are underway to deepen this relationship in 2025?
Miller: The U.S. is our top overseas market, making up 20% of international visitors and 34% of last year’s £3.9 billion overseas spend. We work closely with U.S. airlines, travel agents, and intermediaries, sharing content and product updates to help them promote Scotland. Tartan Week each April is a key moment for engagement. This year, the First Minister and teams from Scottish Development International and the Scottish Chambers were there to strengthen ties. We also maintain connections year-round through Highland games, cultural events, and diaspora networks. Tartan Week in New York remains a flagship event for celebrating and deepening Scotland–U.S. relations.
BF: What kinds of investment opportunities exist in Scotland’s tourism landscape today—and how open is the sector to international collaboration with US and other global investors?
Miller: Foreign direct investment in tourism and hospitality is significant and welcomed. Growing Scotland’s visitor economy is central to our economic growth, and attracting foreign investment is a top strategic focus, championed from the First Minister down. Scottish Development International plays a vital role in connecting investors with opportunities across all sectors in Scotland.
BF: As Chief Executive of VisitScotland, what legacy are you hoping to build as the new face of Scotland’s tourism industry?
Miller: While our top markets remain the UK, U.S., France and Germany, we are also seeing growth from Australia, Canada, China, India and the UAE. Our goal is to build relationships and improve connectivity in these emerging markets. Tourism supports 1 in 11 Scottish businesses and jobs—mainly small and micro-enterprises. We support them in creating richer, value-added experiences that attract higher-spending visitors and encourage longer stays. Growing value over volume is our priority.
BF: What is your final message for the readers of USA Today?
Miller: Scotland delivers an unforgettable visitor experience with warm welcomes, authentic local culture and unique, immersive food and drink. We warmly invite all your readers to come and enjoy it for themselves.