Celebrating Scotland's visitor economy #ScotVisitorEconomy

Here in Moray, the visitor economy isn’t just about numbers. It’s about people and the place. From the iconic Speyside whisky trail to the stunning Moray Coast, tourism helps sustain our communities, support local jobs and protect the natural beauty that makes Moray so special.

We see first-hand how visitors bring life to our streets, stories to our spaces and smiles to staff. Whether it's sharing a dram with someone discovering whisky for the first time, guiding a walk through the woods, or recommending a favourite local bakery, every interaction matters.

We’re proud to work alongside and support brilliant local businesses whose craft help us offer unforgettable experiences.
Together, we’re part of something bigger: a thriving and welcoming Moray.

Total Visitors: Approximately 877,000 visitors explored Moray Speyside in 2023, marking a 24.1% increase from the previous year and surpassing pre-pandemic levels.

Economic Impact: Tourism contributed a record £187 million to the local economy in 2023, up 26.2% from 2022 and 39.4% higher than pre-COVID figures. This includes £143 million in direct visitor spending and £44 million from indirect and induced effects.

Employment: The tourism sector supported approximately 3,500 jobs in Moray in 2023, accounting for 7.8% of total employment in the area.

Visitor Profile: A significant 91% of visitors were repeat visitors, indicating strong satisfaction and loyalty to the region.

Accommodation Trends: The serviced accommodation sector (hotels, guest houses, B&Bs) saw a 32.5% increase in visitor numbers over the previous year and is now 31.5% above 2019 levels.

Coming together to celebrate the visitor economy
What is the visitor economy?
In its simplest form, the visitor economy is all the money, investment and jobs created when people travel to a place for leisure, business or other reasons.

While this is significant, behind the headline figures and direct economic benefit, there is a much wider impact. This ripple effect can be felt far and wide, across Scotland's industries, infrastructure and communities.

And the visitor economy includes every industry that contributes to and benefits from the visitor experience.

Why is it important?
A vibrant visitor economy is a force for good. It provides stimulus and support to related industries and supply chains across Scotland, such as food and drink, arts and culture, retail, construction, and transport.
But its influence doesn’t stop there—the visitor economy can play a key role in contributing to the regeneration of towns and urban areas, the sustainability of rural and island communities, and in Scotland’s journey to net zero.
Growing the visitor economy means creating more opportunities for businesses and communities to thrive in harmony.

• Tourism and events are among Scotland’s most important industries and one of the largest growth sectors in Scotland.
• The success of tourism and events businesses creates a ripple effect, which powers not only a vibrant visitor economy, but is also at the very heart of Scotland's economy.
• The economic activity generated by visitors, which in 2023 totalled £10.8 billion, sustains communities across the region, stimulates investment, creates jobs, enhances Scotland’s global reputation, and boosts visitors’ and our own health and wellbeing.
• The visitor economy is more than simply holidays and travel; it’s a force for good for Scotland and our people.
• Growing the visitor economy means creating more opportunities for businesses and communities to thrive. This helps make Scotland an even better place to visit, live, work, study and do business.
• Tourism and events support many other sectors across Scotland, including food and drink, transport, and construction.

Your business and the people, sectors, suppliers, and community groups you work with all contribute to the success of Scotland's visitor economy and we'd love to hear and celebrate your stories. They are what make the visitor economy so rich and vibrant.

Please use the hashtag #ScotVisitorEconomy on any posts