Restructure ‘Opportunity to Refresh Local Tourism Strategy’

VisitScotland, the national tourism organisation for Scotland, has announced a corporate restructure which will see the closure of all 25 offices as part of a wider strategic refresh – including Stirling and Aberfoyle.

The organisation will instead refocus on their work internationally, promoting Scotland’s tourist attractions, natural beauty and cultural offerings to a global audience. No compulsory redundancies are planned, with staff instead redeployed within the organisation. The dates of each office closure will vary according to local leases.

Local MP Alyn Smith argues the move, whilst unexpected, presents huge opportunities for deeper, more specialised collaboration within Stirling’s tourism sector.

Stirling MP Alyn Smith said:

‘VisitScotland plays an integral role in promoting Stirling, the wider Forth Valley and indeed Scotland to a global audience. In 2022 alone, over 3 million international visitors came to see Scotland’s sights, and experience the place we call home. 

‘Whilst restructures can be a daunting challenge, VisitScotland’s refreshed approach provides local leaders here in Stirling with an exciting opportunity to revise their own joint working and collaboration. To that end, I’m committed to joining the dots on this and have offered to chair a roundtable of local stakeholders to explore what this means for local businesses and communities moving forward.

‘We all want to see Stirling do well, and we’ve no shortage of history, culture and attractions. Let’s roll up our sleeves and get to work.’