The organisation consists of five directorates:
Marketing is responsible for marketing
Scotland to UK and international visitors; focusing on all aspects
of the customer journey, working towards connecting the
visitor with memorable and unique experiences
Partnerships is responsible for
developing and maintaining direct relations with a wide range of
partners, with the main aim of making sure that tourism is seen as
an important and valuable industry for Scotland.
Events influences, leads, coordinates,
supports and brings together people and organisations in order to
deliver the national events strategy, Scotland: The Perfect
Corporate Services manage, and are
responsible for, business planning, facilities and procurement,
information technology, finance systems and services and the
organisation’s property portfolio.
Chief Executive's Office is the
strategic support function for the organisation and
consists of Business Affairs, Corporate Communications, Human
Resources and Insight.