The Scottish Tourism Alliance (STA) has launched its manifesto ahead of the Scottish Parliamentary Election 2026.
The STA is the largest member organisation for tourism and hospitality businesses in Scotland and the leading voice for the sector.
The manifesto sets out demands of the next Scottish Government and all political parties to put the tourism and hospitality sector “at the forefront of their efforts to champion, connect and invest in jobs and growth for Scotland”.
The body says that after Covid the tourism industry returned to a record £4 billion of spending in 2024 whereas other parts of the UK still have to regain pre-pandemic levels.
Chief Executive Marc Crothall, MBE, said:”Tourism is Scotland’s shop window to the world and one of our most resilient industries, but we must not mistake resilience for strength. The reality is that many businesses remain fragile after years of rising costs and the ongoing challenge of the costs of doing business, combined with labour shortages and a fall of 1.4 million domestic trips last year.
“Too often, people assume tourism will simply “look after itself”. However, Scotland’s tourism industry is now at a crossroads. The choices made by our politicians in the next year will determine whether we invest in and grow one of our greatest economic and cultural assets, or whether we risk a gradual decline that would be catastrophic for businesses, jobs and communities across the country.”
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