Tourism and Hospitality Industry Leadership Group minutes: 17 September 2025

Attendees and apologies

ILG members attending:

• Amanda Wrathall, Edinburgh International Conference Centre (EICC)
• Andrea Nicholas (Online), Green Business UK Ltd
• Barbara Smith, Industry expert
• Calum Ross, Loch Melfort Hotel
• Carron Tobin, Rural Dimensions
• Chris Greenwood, Moffat Centre
• Debbie Johnson, IHG Hotels & Resorts
• Franck Bruyere, The Royal Yacht Britannia Trust
• Hannah Schlesinger Brodie, Edinburgh New Town Cookery School
• Joshua Ryan-Saha, Travel Tech Scotland
• Judy Rae, Industry Expert
• Kelly Johnstone (Online), The Springboard Charity
• Leon Thompson, UK Hospitality
• Patrick Colquhoun, Scottish Land & Estates and Luss Estates Company
• Sarah Allanson, British Holiday & Home Parks Association
• Stephen Duncan (Online), Historic Environment Scotland
• Victoria Erasmus, Glen Mhor Hotel
• Anna Miller (Online), Highlands and Islands Enterprise
• Lawrence Durden, Skills Development Scotland
• Marc Crothall, Scottish Tourism Alliance
• Rob Dickson, VisitScotland
• James Fowlie, COSLA
• Karen Jackso, South of Scotland Enterprise
• Richard Lochhead MSP, Minister for Business

Attending:

• Beth Thoms, VisitScotland
• Kevin Fallon, Scottish Government
• Lynne Veitch, Scottish Government
• Graham Morrison, VisitScotland
• Gwen Raez, VisitScotland
• Mark Rowley, South of Scottish Enterprise

Apologies:

• Benjamin Carey, Carey Tourism
• Bryan Simpson, Unite the Union
• Chris Brodie, Skills Development Scotland
• Gary Cox, Scottish Government
• Chris Brodie, Skills Development Scotland
• Derek Shaw, Scottish Enterprise

Items and actions

Key notes and actions

Co-Chair welcome

Welcome:

• Mark Crothall offered a warm welcome to those joining in person and online
• MC noted that Joss Croft has now left the group. Acknowledging the influence of his expertise on all matters travel trade related and appreciating his huge contribution to the group and to the Technology to Enable mission
• MC welcomed Gwen Raez, Strategy Lead for VisitScotland, to the meeting and indicated that she will be joining ILG meetings from now

May THILG Meeting

• No amends, May meeting minutes approved by the group.

Updates / actions from May meeting:

• ILG Members verbatim feedback has been sent to the Secretariat for the Annual Review. Secretariat has collated a full evaluation included in today’s meeting papers
• Scottish Government officials have coordinated a meeting to take place in November, including the public agency members of the ILG in the first instance to review delivery aligned to ILG ambitions
• data and transport will be addressed as part of both the Sustainable Transport mission update and the deep dive on Data & AI later today and will give a good sense of progress made thus far
• secretariat has collated recent actions and noted how they have been addressed in advance of the meeting. This has been shared as part of the mission papers

Annual Review:

• no amends, Annual Review approved by group

Action Recording Template

• ask made for ILG members to feedback to Secretariat. General agreement with this approach

Actions

• ILG members to offer feedback on Action Recording Template
• a form of the Mission papers to be published on VisitScotland.org ILG page

 

Updates from Mission Leads

Community Led Tourism

• Carron Tobin updated on the Community Led Tourism mission
• the logic modelling process was delayed and ultimately concluded not to be the best fit for this group
  • members found the process challenging to apply and agreed it did not align with the group’s needs
• progress on agreed actions requires further consideration
  • the game changing actions have been reviewed to set out five actions, with two focused on measurement and two on host communities, exploring the impact of tourism on local people
  • discussion among mission group members highlighted the importance of third sector value measuremen
  • CT noted that no organisation has adopted this work and resources have not been allocate
  • CT made an ask of the group to revisit resourcing and identify who might take ownership to move this forward
• MC suggested there may be potential academic collaboration opportunities through Interface
• CT indicated that Benjamin Carey is mapping tourism data through a consultancy; RSE has previously examined third sector contributions, which could inform future work subject to resourcing
• Joshua Ryan-Saha queried whether VisitScotland’s social listening data captures host community perspectives – although noted it perhaps doesn’t offer the detail that is being requested
• Chris Greenwood noted community-based survey have not been frequently conducted
• GR referenced the Residents’ Survey from earlier this year, confirming it is not a tracker, but highlighting that it may be useful
• CT raised concerns that tourism impacts on communities are not currently measured and noted ongoing perceptions of negative tourism impacts
  • GR confirmed economic impacts are not part of the Residents’ Survey
  • Anna Miller confirmed that the Residents’ Survey unlikely captures the level of detail being sought
• MC noted the need to identify a new way forward for the mission, potentially learning from the renewables sector’s long-term approach to community impact assessment
  • MC posed that it may be useful to engage with Jim Ecclestone; particularly where questions could be provided in advance
  • CG offered to discuss methodologies and exchange ideas
  • CT noted ongoing data gathering through Press Pause and SCOTO, though these efforts remain largely under the radar
  • Judy Rae noted that work should be developed from a high-level strategic perspective
  • CT emphasised that getting started is key
• Calum Ross noted challenges in achieving a representative community picture, with responses often limited demographically
• Rob Dickson reminded the group that Scottish Household Survey tourism data will be available in March and will feed into the SO2030 Tracker. Also confirming that while this will provide useful insights, we will continue seeking additional data sources as a group
• CT raised the issue of modelling social and qualitative data
  • CG noted the complexity of integrating different data types
  • CT asked about potential Interface funding
  • MC indicated that this would be worth exploring, noting Interface’s possible access to a three-year funding stream
• CT also highlighted UK-level activity and a potential gathering in Glasgow, which could offer opportunities for collaboration

Actions

• a clear way forward to be identified for this mission, with potential review of resources.

 

Sustainable Transport

• RD updated on behalf of the mission group
• impressive progress reported regarding the development of a visitor economy strategy for the rail industry – the scope of work has been agreed, with an intention to produce a working draft of the new strategy by the end of the year
  • the next ILG discussion on this will take place early next year
• the scope of the strategy will cover:
  • medium term: 3 years
  • long term: 5 years and beyond
• members of the strategy steering group agreed that work to deliver change cannot begin soon enough
• strong focus on rail as the optimum mode of transport around Scotland, with emphasis on:
  • concerted and joined-up services across the network
  • assessment of current offers and how best to capitalise on existing infrastructure
  • accessibility challenges – ensuring good “last mile” connections and access to stations across remote areas of Scotland
• discussion among the steering group reflected the impact of ongoing conversations and the visibility of this agenda, noting that it was prominently raised at the 10th anniversary of the Borders Railway and remains front of mind for senior leaders
• the group is now at the stage of determining resourcing, with early signs being hugely encouraging
• MC highlighted updates from the ScotRail stakeholder group, including:
  • investment in new rolling stock
  • removal of peak fares
  • noted that trains are busy, but there is uncertainty about whether these measures are impactful long-term
• members agreed there is a strong collective will, with conversations coalescing and momentum clearly building
• RD stressed the importance of joining up ScotRail, Network Rail, and Caledonian Sleeper to create a coherent national approach
• MC noted that with recent ministerial changes, it will be important to maintain engagement and support
• Karen Jackson raised the issue of existing versus new infrastructure, highlighting the need for equality of access and suggesting that the visitor economy argument should be part of future investment discussions
• RD agreed, adding that proposals should connect with bus, coach, and wider transport networks, which could help galvanise other areas of tourism
• the value of creating a single, shared document for key stakeholders to align around is well understood by the steering group
• MC reported that Hannah Ross is leading this work, and there is clear appetite and ambition for it to be transformational
• RD described the initiative as “game-changing”, signalling broad support from the group and offering thanks to ILG members for their excellent contribution in setting this development in motion
• MC referenced Lumo and LNER as relevant operators to involve, particularly around data and collaboration opportunities and closed by noting the importance of transport data to inform decisions and measure progress

Actions

• Hannah Ross, Scottish Rail Holdings and colleagues to be invited to present plans to the group at a suitable point in future

 

Net Zero

• Victoria Erasmus opened by recognising Benjamin Carey for his significant contribution to progressing the Net Zero mission
• a number of productive meetings have taken place in recent weeks, including one with GR on the previous Friday. The team reported feeling reinvigorated about the direction of work
• Ramboll has now completed the literature review (Phase 1), and a first draft report is in place
• the draft provides detailed recommendations on methodologies for measuring greenhouse gas (GHG) emissions across the tourism sector
• it proposes use of internationally recognised frameworks such as EEIO, MRIO, and LCA to establish a standardised measurement process for Scotland
• further development work will be required to adapt the model for the Scottish context, as highlighted by BC
• the mission group note the breadth and complexity of the Net Zero challenge, with recognition that the next phase must translate measurement into delivery, providing guidance and support for businesses and destinations
• importance of creating a central hub or mechanism for sharing learnings, best practice, and case studies
• need to consider who funds and sustains such a platform over time
• MC observed that the Net Zero agenda was featured in various political manifestos and is likely to appear in further ahead of the 2026 election, providing an opportunity for significant progress
• MC also emphasised that Net Zero should be seen as an opportunity for growth, with clear potential for Scotland to position itself as a leader in tourism decarbonisation
• Sarah Allanson noted decarbonisation efforts and flagged multiple climate change plans in operation across the sector, each with multiple subcategories requiring cost data. Suggesting this could present a valuable opportunity for the wider sector to engage and align with national climate planning frameworks
• discussion acknowledged that existing mechanisms for engagement may not be sufficient, and new approaches could be required to ensure effective sector participation and buy-in
• overall, mission group members in agreement this is a hugely encouraging stage, with strong collaboration between Ramboll, VisitScotland, Scottish Government, ClimateXChange, and other ILG partners

 

Proud & Valued People

• Lawrence Durden opened, the Tourism & Hospitality Toolkit launched in February 2025 has attracted over 4,000 visitors, with strong engagement from employers. Updates include food safety, digital skills, inclusion resources, and improved navigation. Promotion is ongoing through industry bodies, with plans for further outreach
• £15K funding secured for two best practice roadshows, one in the central belt and one in a rural region, to showcase exemplar employers and share support available
• awaiting clarification from Scottish Government on implementing Fair Work Convention Inquiry recommendations; Fair Work Festival events were promoted in June
• the Minerva leadership development programme, developed by HIT Scotland, launched on 28 October at Mar Hall. This initiative aims to inspire and equip senior leaders in hospitality
• engagement continues with Colleges Scotland and regional partners to develop flexible upskilling programmes, including leadership and management training
• diversity and inclusion remain priorities, with sessions delivered by Age Scotland and SUSE, and toolkit updates to include equality resources. Work is underway with Who Cares Scotland to create bespoke training for employers
• careers engagement strengthened through updates to My World of Work’s tourism and hospitality page, with further refinements planned. SDS and DYW webinars scheduled for late 2025 and early 2026
• opportunities include promoting the toolkit and Minerva programme across the sector; challenges remain around funding, resource constraints, and uncertainty over Post School Skills Reform
• next steps include toolkit evaluation, continued promotion, and upcoming meetings of the Mission Group and Tourism & Hospitality Skills Group in December
• MC noted frustrations regarding recent Herald coverage around the time of exam results and the narrative around tourism and hospitality
• MC highlighted the launch of the Minerva programme marks a significant milestone for leadership development in hospitality and emphasised the need for continued focus on hospitality sector reputation and workforce engagement
• MC recently met Gordon Cratwright regarding the forthcoming chefs programme; need to keep joining the dots across initiatives to showcase good work happening in the sector

 

Workforce Development in South of Scotland

Mark Rowley introduced the session, noting the following:

• the South of Scotland (SOS) is distinct from the rest of Scotland, with the establishment of SOSE covering only two local authorities. On VisitScotland.org, a dedicated destination development approach has been set up to promote the region as a single entity
• the sector is deeply embedded in local communities, with significant investment in enterprises across the region. Work has brought together those with tourism expertise and is being refreshed through the Regional Economic Strategy and a new Regional Tourism Strategy
• a collaborative relationship underpins this work, supported by part of the £30 million funding package. The “Scotland Starts Here” campaign continues to play a key role in positioning the region

 

Frances Woodifield. Learning and Skills - Strategy and Development Manager at South of Scotland Enterprise joined the meeting to present on the organisation’s collaborative approach to building an agile and responsive skills system across the region.

 

• placements in local industry have been successful, with seven cookery placements and four individuals moving into full-time roles
• Springboard continues to support adult learners and works with HMP to create pathways into hospitality careers
• employability training is delivering strong results through a collaborative skills system, helping align opportunities strategically and geographically
• the 25–49 age group remains the most economically inactive, requiring targeted interventions while ensuring other groups are not overlooked
• Center Parcs development is a major opportunity for the region, and there is a need to “up the ante” to ensure readiness and workforce capability
• HIT Scotland remains a key partner in leadership and skills development, complementing wider efforts to strengthen the talent pipeline
• there is interest in piloting new programmes with willing partners, stakeholders, and industry support—any backing for these initiatives will help accelerate progress and provide valuable advice to employers

 

Key priorities identified:

• strengthening the regional industry and skills interface
• providing robust industry support and increasing visibility and profile of the sector
• expanding work-based learning opportunities to attract and retain talent
• promoting diversity among workforce entrants and improving employability training

 

• MC highlighted insights from the Disability Conference: 40% of inactive individuals in Dumfries & Galloway have a disability, with transport identified as a major barrier to participation

 

This was followed by a presentation from David Hope-Jones, Chief Executive of South of Scotland Destination Alliance (SSDA):

 

• presentation centred on workforce development challenges and opportunities in the South of Scotland’s tourism and hospitality sector, following extensive engagement with 84 businesses and multiple stakeholder sessions.
• businesses reported persistent issues with recruitment, retention, and skills gaps, particularly in customer service, communication, and chef/hospitality management roles. Digital skills, e-commerce, and adaptable thinking were also highlighted as critical shortages
• barriers identified include seasonality, lack of affordable housing and childcare, transport limitations, and high employment costs. Further education and apprenticeships were seen as underperforming, with limited availability and poor alignment to industry needs
• industry feedback emphasized the need for clear career progression, stronger education-industry links, and initiatives to make hospitality an attractive career choice for young people and parents

 

Survey insights:

• 79% of businesses can train staff but struggle with wage costs
• 69% can retain staff, but seasonality and poaching remain issues
• only 56% can recruit effectively; lack of skilled applicants is a major barrier
• confidence in improvement over five years is mixed, with concerns about policy and economic conditions

 

Proposed interventions rated highly useful by stakeholders include:

• establishing chef and hotel schools
• increased housing support for staff
• outreach in schools and media campaigns to inspire young people
• better apprenticeships, work placements, and stronger FE-business connections

 

Five strategic strands agreed:

1. outreach and Referral: Develop a digital employability hub linked to SSDA, with job listings, training info, and case studies; launch a public campaign to promote careers in the visitor economy
2. employability Training: Create a free, industry-led one-day customer service training course, supported by digital resources and enhanced support for those facing barriers
3. education Engagement: Form an industry working group with colleges to co-design courses, improve placements, and explore initiatives like Hospitality Apprenticeship Scotland and Skills Passport pilots
4. industry Engagement: Establish a Visitor Economy Employability Forum; deliver webinars and training for businesses; develop a workforce plan with Center Parcs
5. support into Employment: Provide post-training support and share candidate details with partner employers; maintain regular engagement with participants

 

• consensus on priorities: accountability, collaboration, pan-South approach, and focusing on issues with greatest potential for change
• next steps include defining tangible actions for the next 12 months, improving communication of roles and funding opportunities, and aligning efforts across agencies and borders

 

Following the presentations, discussion was opened by LT.

 

• Leon Thompson offered thanks for a compelling presentation, noting that UK Hospitality also find that engagement is half the battle and suggesting the creation of a template to guide this approach
• challenges across the UK are common; employers must understand their responsibilities and ensure they are doing the right things
• negative experiences can deter individuals from taking another job in the sector, so improving the first experience is critical
• competition for talent is strong, with sectors like engineering and construction offering hands-on experience in schools; hospitality and tourism need to maintain their strong presence in this space
• fair Work is essential and can help overcome sector-specific issues while challenging perceptions
• updating businesses on legislative changes can be helpful if framed correctly and is a useful way to open engagement in this area
• there are many partners involved in delivering solutions; Hospitality Connect was not mentioned but is likely open to further conversation
• employment opportunities in England and Wales include skills passports, which allow individuals to work through a series of modules to build capability
• sector-based work academy activity is creating opportunities by working with colleges, those on benefits receive training at local colleges, hands-on work experience, and a guaranteed job interview at the end of the programme
• businesses are paying apprenticeship levies and would like to see support reinstated to make this more viable
• SSDA is in a strong position and LT is certain that partners would express readiness to help however they can
• MC followed emphasising the need to change the narrative around hospitality being a low-paid sector, noting that discussions too often focus on entry-level roles
• he highlighted the breadth of opportunity within the sector, including roles in maintenance and plant operations, alongside traditional hospitality positions
• pointed to strong advocates among HIT Scotland alumni who can help showcase career progression and success stories
• shared examples of effective engagement, such as the Highland Tourism Conference and social media campaigns in the Cairngorms, which achieved complete buy-in
• mentioned successful initiatives bringing young people into hotel environments as a way to inspire future talent

 

Kelly Johnstone was next to contribute expertise in this area, linking the discussion back to the Proud & Valued People Mission.

 

• KJ noted that the mission remains highly relevant and that the game-changing actions align closely with the SSDA report
• highlighted the impact of rising NI contributions, which has led to fewer summer jobs being available
• demographic changes were discussed: an ageing workforce alongside a rise in younger workers, particularly post-pandemic
• sectoral dependencies such as childcare and caring responsibilities for older workers were flagged as critical issues
• emphasised the need to engage policy influencers on these challenges
• shared that DWP’s 2030 strategy focuses on digitalisation and prioritising support for the older workforce
• affordable housing remains a key requirement, alongside addressing pressure on existing staff and a general lack of soft skills
• positive developments include more apprenticeships in hospitality, increased interest in courses for those aged 50+, and businesses adopting technology to mitigate workforce challenges
• for the South of Scotland, moving forward means showcasing best practice, echoing Leon’s points, and decluttering the landscape to connect the dots between initiatives
• encouraged continued collaboration and alignment, with agreement across the group on the key issues

 

Following this a discussion among the wider group was held.

 

• LD stressed the importance of communication and updating the hospitality apprenticeships framework. Suggested decluttering existing frameworks and referenced Torridon Shed as an example and highlighted confusion around the apprenticeship levy and myths that employers must take on new staff to participate
• MC observed businesses are highly focused on immediate needs; Apex saw an influx of 300 people post-Covid, showing strong appetite for sector jobs. Emphasised onboarding quality, poor experiences lead to negative impressions among young people. Suggested using video clips and digital content to connect quickly with potential recruits and noted graduates often lack opportunities to gain practical experience
• Gordon Smith, VisitScotland’s Destination Development Director for the South of Scotland reported challenges in finding tour guides at Drumlanrig
• KB highlighted diverse backgrounds among tour guides and the need to educate teachers about tourism and hospitality beyond traditional roles. Advocated for embedding sector understanding from primary school through to higher education, regardless of subject area
• VE each noted teachers are often surprised by the breadth of opportunities in the sector and proposed engaging nursery and primary school children and families to enhance curriculum links
• Debbie Johnson noted misconceptions among teachers that hospitality only involves bar work and raised concerns about salary perceptions being “way off kilter"
• Stephen Duncan shared insights from Cumbria’s collaboration with Center Parcs—strong destination strategy but challenges in dispersing visitors beyond core assets. Warned of impacts on affordable housing and transport links, drawing parallels with Aviemore’s development history
• MC suggested Center Parcs workers could become advocates for their local community and mentioned potential reopening of a Macdonald Hotel and transport challenges for commuting staff
• Hannah Schlesinger Brodie identified cost as a barrier to training and scholarships and offered ILG members the opportunity to visit the Edinburgh New Town Cookery School
• JR noted that food and drink promotion and showcasing Scottish provenance as ongoing priorities
• RD reminded the group of the need to respond to why businesses in the South are not progressing and address systemic challenges. Emphasis on socialising toolkits effectively and improving communication channels
• general agreement that misconceptions and lack of awareness among educators need targeted action

Actions

• SOSE and Skills Development Scotland to take forward discussion with interested ILG members

 

Data and Artificial Intelligence

The afternoon session focused on Data and Artificial Intelligence in the tourism sector. Tom Wilkinson (Head of Data Science, Scottish Government) shared the development of a vision for public sector data in Scotland.

The session explored how a common approach to data underpins AI and evidence-based decision-making in Scotland.

 

Vision for Data:

• federated cataloguing and linkage will make data FAIR (Findable, Accessible, Interoperable, Reusable)
• CivTech challenges promote a culture balancing public benefit with privacy, supported by Privacy Enhancing Technologies
• the Data Exchange will encourage data reuse and scalable participation to ensure public acceptability
• vision co-created by 30 individuals from public, private, and third sectors through workshops looking 20, 14, and 7 years ahead

 

Five ambitions underpin the vision:

• data-informed decision-making
• trust and empowerment for citizens
• environmental and societal benefit
• design for all – seamless services
• embracing change for future generations

 

AI Overview:

• AI encompasses multiple approaches: Causal AI, Symbolic AI, Machine Learning, Machine Vision, Generative AI, and LLMs

 

AI tools are transforming even high-skill jobs:

• AlphaFold solved protein structures
• GenAI accelerates scientific discovery and materials research
• UKG pilot suggests MS Copilot saves officials ~29 minutes per day
• MIT study shows AI-assisted innovation increased discovery rate by 44% and patent filings by 39%, but reduced job satisfaction by 82%

 

Challenges and Considerations:

• research shows limitations of LLMs for coding and maths; benchmarks often overstate performance
• AI augments rather than replaces domain knowledge; human-AI collaboration remains essential
• need for User-Centred Design to understand processes and integrate appropriate AI components
• current gaps in understanding how jobs mix fast vs. slow thinking and heuristic vs. causal reasoning

 

Examples of AI Use in Scotland:

• Machine Learning: NHS Greater Glasgow & Clyde’s DYNAMIC-AI project for COPD diagnosis; predictive maintenance on Forth Road Bridge
• Machine Vision: AI detecting lung cancer signs on X-rays; Marine Scotland using AI for species identification in underwater footage
• Generative AI: CivTech chatbot improving accessibility for disabled users; Disclosure Scotland using ChatGPT for drafting social media content (not final posts)

 

Ethics and Governance:

• Scottish AI Strategy since 2021; AI Register mandatory from March 2024 to manage risks
• AI Playbook and Living With AI course promote ethical, inclusive adoption and public acceptance

 

Next Steps and Opportunities:

• drive national transformation through collaboration with business and academia
• invest in green data centres and support AI adoption for SMEs
• build data science and engineering skills within government
• identify use cases through analyst and design networks; harness research for green AI

 

Suresh Kumar (Deputy Director for Innovation and Industrial Transformation, Scottish Government) joined to share steps to ensure AI adoption drives economic growth and support for SMEs to engage with AI.

 

• SK focused on global economic opportunities in AI and Scotland’s position within this rapidly evolving landscape
• AI is driving a global economic shift, with major tech companies investing billions and creating rapid growth in supporting infrastructure. AI is transforming job markets and skills demand worldwide
• examples of massive capital investments include Amazon’s $20B in Pennsylvania for AI data centers (1,250 jobs) and Google’s $10B in Arkansas for five AI mega data centers, stimulating local job creation and supply chains

 

Scotland is performing strongly in AI investment and digital technology growth:

• 35% annual AI investment growth between 2020–2024
• $53m invested in AI in 2024
• digital Tech sector valued at £6.87b, contributing 4.7% of Scotland’s economic output
• GVA growth in the sector averaged 7.1% annually (2014–2024), compared to 0.5% across Scotland
• projected tech economy growth at 1.5x the national rate (2025–2029)
• Edinburgh named the UK’s only AI Leader city by Deloitte in April 2025

 

Critical AI infrastructure developments include:

• UK’s most powerful supercomputer to be based in Edinburgh following £750m UK Government investment
• calls for designation of at least one Scottish AI Growth Zone as part of UKG’s £2bn AI backing

 

Scottish Government approach:

• commitment in the 2025 Programme for Government to ensure Scotland is a creator, not just a consumer of AI
• launch of AI Scotland, a national transformation programme built on partnerships with business, academia, and government
• launch of an AI Adoption Programme for SMEs, backed by £1m funding this financial year

 

Delivery priorities include:

• business support for start-ups and scale-ups
• attracting inward investment and strengthening private sector links
• building cluster collaboration and influencing UK policy
• developing an innovation ecosystem and advanced skills training

 

Roadmap to AI Scotland launch:

• Sep 2025: Establish AI sub-group and launch AI Adoption Programme
• Oct 2025: Complete baseline analysis and policy mapping
• Nov 2025: Begin drafting AI Strategy and develop visual identity
• Feb 2026: Host AI Summit for SMEs and producers; progress scoping for AI Cluster Management Organisation
• conclusion: Scotland has significant potential for a powerful AI future—now is the time to support SMEs, build talent, and shape the AI landscape

 

Cat Leaver (Director of Strategy and Competitive Intelligence, VisitScotland) joined to cover how VisitScotland is embracing technology and AI to unlock opportunities for innovation, creativity, and growth in the visitor economy.

 

• CL presented VisitScotland’s technology and AI priorities, framing digital as the delivery vehicle, technology as the engine, and data as the fuel driving transformation
• VisitScotland’s data ecosystem includes organisational and business data, external databases, national statistics, aviation and accommodation data, and tools such as Microsoft Dynamics CRM, Oracle, Fabric, Bloomreach CMS, Halo, Canto DAM, and VisitScotland’s digital platforms
• the data strategy focuses on defining use cases, identifying capability gaps, highlighting proxies for innovation, shaping priorities and ownership, and informing investment in tools, training, and governance
• technology adoption has moved successfully from legacy systems to cloud and SaaS, enabling agility and innovation, with a strong focus on cybersecurity for resilience
• launch of the Business Support Hub marks a major step in digital engagement for business support services
• VisitScotland’s vision is to ethically harness AI to empower responsible tourism, foster innovation, and drive economic growth while managing risk

 

Governance structure includes:

• AI Steering Group for strategic oversight, compliance, and ethics
• AI Working Group for operational delivery, adoption support, and internal communications
• AI Policy outlining principles for responsible use, transparency, and risk management

 

AI implementation journey:

• assessment & Planning: Needs analysis, opportunity identification, and roadmap development
• development & Testing: Collaboration with AI experts, pilots, and risk assessments
• deployment & Governance: Launch of tools with ethical oversight and continuous monitoring

 

Current AI tools and use cases include:

• administration: Microsoft Copilot trials, Amazon Q comparison, AI in Digital Asset Management
• customer service: AI-powered chatbot on Business Support Hub; Halo for internal support ticket suggestions
• HR and recruitment: Oracle AI tools for job descriptions, time-to-hire analysis, and candidate messaging
• content development: ChatGPT for content creation and QA
• web development: AWS CodeWhisperer and GitHub Copilot for code generation
• analytics: Brandwatch for social listening; AI-driven consumer data analysis, market insights, Google Business Profile checks, route development support, and ferry data analysis using Copilot Web Chat

 

• learning and development initiatives include Elevenses sessions, “Living with AI” course, curated pathways via Microsoft and Coursera, department-specific training, and an AI Hub for resources and case studies
• innovation and experimentation supported through an AI Lab, FutureScot AI Challenge proposals, academic partnerships, and Scotland’s Data Tourism Partnership projects
• challenges and considerations include data privacy (new system replacing OneTrust), ethical use (fairness and transparency), and representation and inclusion in working groups

 

The final presentation was delivered by JRS, who presented on the Scottish Tourism Data Partnership and its four priority workstreams.

 

JRS focused on data, AI, and technology as enablers for Scotland’s tourism and hospitality sector, with two core priorities:

• establishing the Scotland Tourism Data Partnership (STDP)
• accelerating tech and AI adoption across the industry

 

• AI use cases in tourism highlighted current applications in customer service, review management, marketing and sales, trip planning, and itinerary creation, with emerging capabilities in process automation, multi-modal AI (images, video, sound, text, code), and context-aware systems using live data
• future possibilities include robotics, autonomous vehicles, and AI-driven product and souvenir innovation

 

Risks and challenges identified:

• trust and authenticity – difficulty distinguishing real from synthetic content
• homogenisation – risk of uniform experiences
• data and bias – potential reinforcement of existing tourism issues
• mistakes – incorrect answers and overconfident users

 

• economic impacts discussed include productivity gains, shifts in human capital, and new distribution models
• the STDP aims to transform how the sector accesses and uses data, addressing pressing challenges such as rising costs, staff shortages, low productivity, and growing policy demands (e.g., short-term lets register, visitor levy).
• current data issues include prohibitive acquisition costs, lack of granular local insights, outdated information, and limited experimentation
• vision for 2030: Make Scotland a global beacon of tourism data innovation, ensuring insights are recent, relevant, and accessible to all, empowering organisations from small B&Bs to large destinations

Four proposed proof-of-concept projects:

• Business Intelligence for SMEs – a Pan-Scotland Visitor Forecasting Platform providing 7- and 28-day predictions on visitor volume and nationality mix, plus automated newsletters to improve staffing and inventory decisions
• visitor flow management – tools like an Edinburgh Festival Congestion Predictor or Cairngorms Environmental Pressure Monitor using transaction and mobility data to manage hotspots proactively
• Investment Intelligence – an Accommodation Opportunity Mapper leveraging real-time spending data to identify high-potential investment locations, including staff accommodation needs
• trusted tourism data for AI – creation of Scotland’s official “Ground Truth” through a connected, trusted data source aligned with national strategy, ensuring AI tools promote Scotland’s priorities rather than amplifying internet biases

The group was asked to:

• endorse STDP as a collaborative national initiative
• agree to the four proof-of-concept projects
• advocate for a cross-government approach to data acquisition
• support catalytic funding to begin these projects

 

• discussion points included identifying where lack of data holds the sector back most and who else should be involved in these pilots

 

Following the presentations ILG Members had the opportunity to put questions to Cat, Josh, Suresh and Tom as part of a panel discussion.

 

• Amanda Warthall noted that effective AI use depends on access to high-quality data and questioned what qualifies as “high quality"
• TW explained that high-quality data provides context but highlighted opportunities to use off-the-shelf tools without sector-specific context. Emphasized bespoke AI applications for individual organisations and noted that even the smallest SMEs can benefit. Stressed the importance of human-in-the-loop approaches, while observing that larger organisations may seek to reduce manual intervention
• AW reiterated the need for high-quality data
• TW added that no organisation starts with perfect data, but quality improves over time
• CL discussed providing tools to help businesses use their own data, noting that only a handful of companies have built AI solutions from scratch
• SD contextualised the discussion with examples from HES, including card details, country of origin, and satisfaction scores, while acknowledging the cost implications of data collection and storage, as well as climate impacts
• JRS cautioned that data may not always meet expectations and stressed the importance of small proof-of-concept projects to test usability and decision-making value. Asked whether the four proposed areas were the right starting points
• CL emphasised that how data is used matters most
• MC reflected on past digital adoption challenges, noting that skills gaps and resistance were overcome during Covid. Highlighted the need for significant upskilling and investment and questioned whether current AI training providers are teaching the right skills
• SK raised concerns about defining industry-specific skills, noting regional differences and the need for collaboration between industry and suppliers to develop relevant skills hubs
• JRS mentioned the potential productivity premium from AI adoption
• SK predicted significant workforce impacts and process streamlining, questioning whether businesses want staff to focus more on creativity
• MC observed that businesses underestimated digital readiness and now seek efficiency and competitive advantage, aiming to create more time for human interaction
• KJ stressed equity of access, warning against disadvantaging those not online and highlighting connectivity challenges in rural Scotland
• JRS asked how to make data usable for practical decisions, citing complexity in interpreting VisitBritain data
• CG emphasised audience-driven approaches, noting varied requirements among business owners and the need for digestible insights. Suggested an interface offering tailored outputs, from raw data for larger organisations to actionable summaries for SMEs, supported by training and trust-building
• DJ shared an example of AI helping booking platforms map hotel placement and investment opportunities
• Andrea Nicholas highlighted potential applications for Net Zero, such as mapping emissions
• Action noted by JRS - to advise on Canada’s use of data for climate-related decisions and share video on Canadian data visualisation approaches
• TW outlined purchasing models for data acquisition, citing precedents like Ordnance Survey mapping and Lidar data capture, and noted appetite for national-level geospatial data. Mentioned Smart Data Foundry as a source of financial data
• JRS described Canada’s approach to layered visualisations for tourism insights and suggested exploring similar partnerships in Scotland, combining industry, government, and academic expertise
• Partnerships: VS identified as a key player; members invited to join upcoming meetings of the Scottish Tourism Data Partnership

Actions

• further details to be shared on Canada as a leading example in the tourism data space
• mission Lead to liaise with Scottish Government colleagues regarding data acquisition and SME potential

 

Minister’s Closing Remarks

Richard Lochhead MSP, Minister for Business, closed the meeting by reflecting on an excellent summer for tourism and events.

 

• RL reflected on recent engagements, including the Enterprise Forum and the Tech Council meeting earlier that day, and hoped it had been a good operational summer for the sector
• shared highlights from the Orkney Island Games, noting the best weather in decades and strong turnout at Tall Ships events, with 10,000 attendees and small businesses performing well
• emphasized the positive impact of major events on communities and businesses, citing Dice Europe’s first time in Scotland with record demand and attendance from top global gaming executives, including Nintendo’s CEO
• highlighted Scotland’s strong pipeline of major events over the next three years, including the Tour de France Grand Départ, Euro 2028, the Commonwealth Games, and The Open at St Andrews
• visitor statistics show overseas visitors breaking records, though domestic visitor numbers remain challenging; new air routes into Scotland offer optimism
• noted upcoming UK and Scottish budgets and their implications for costs and sector planning
• discussed skills mapping in the South of Scotland and the importance of education reform to align colleges with workforce development needs
• encouraged greater use of data and technology to make Scotland one of the smartest tourism sectors globally, citing examples like Utopi—a potential unicorn using energy sensors to reduce costs for hotels and businesses
• reinforced the role of AI Scotland and the Scottish Technology Council in transforming Scotland through AI and data-driven insights
• stressed the need for the group’s work to feed into party manifestos ahead of the next parliamentary term, ensuring tourism priorities are carried forward
• concluded with optimism about Scotland’s tourism outlook, noting that despite challenges, the sector is well-positioned for success and global recognition at major events

 

MC closed the meeting noting:

• MC noted that the upcoming STA Manifesto is aligned with the national strategy, focusing on creating a safe industry and supporting good investment decisions
• highlighted that the ILG video is embedded and consistently communicates where the sector wants to be in the future
• referenced the power of events, mentioning Oasis and AC/DC as examples of impactful experiences
• raised concerns about “ugly legislation” currently hurting the sector and shared insights from economist Thomas Hew of RSM, who stated inflation is not improving, though households still have money set aside
• thanked mission leads and cited the South of Scotland as a great example of collaborative progress
• emphasized the importance of seizing the AI opportunity and ensuring the sector is “at the races” in terms of adoption and innovation