A new assessment carried out by VisitScotland has estimated Scottish tourism is worth more than £11bn, representing 4.5% of the Scottish economy. Direct visitor spending is estimated at £8.9bn with additional money circulating through the supply chain of goods and services.

The sector compares well as a source of employment, with remote areas most heavily reliant, such as Argyll and Bute where 17% of jobs relate to the sector.

However, with 65% of tourism transactions globally completed digitally, half the tourism businesses on the VisitScotland website are missing an opportunity by not transacting online.

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