1. Growing the Visitor Economy Malcolm Roughead, Chief Executive, VisitScotland 1

3. The Visitor Economy: Value 3 £11 billion270,000 jobs Tourism: Scotland’s Most Important Industry

4. 4 The Visitor Economy: Value £11 billion Day Visits £6.8 billion Overnight Stays £4.2 billion Scotland Total

5. 5 Opportunities Overnight Domestic Tourism Trips (‘000) Spend (£m) Watching live sport event25969 Participating in a sport event 30270 Attending cultural events1341412 Food and drink540181 International Visitors% Watching live sport event7 Live music event14 Business Trip Activity Trips (‘000) Spend (£m) Attend a conference519 Attend an exhibition / trade show / agricultural show 4613

6. 6 Opportunities / The role of events

7. Challenges 7 Connectivity Accessibility Infrastructure Inward investment Visas Air Passenger Duty Budget Pressure

8. 8 Working together Scottish Government Industry Groups Event Management Organisations Local Authorities The National Companies Public Bodies Arts Organisations Sports Governing Bodies

9. 9 Delivering for the Scottish economy