The Scottish Tourism Alliance


The Scottish Tourism Alliance (STA) is the overarching industry leadership group for tourism and the leading voice for the tourism sector in Scotland.

The STA  are an independent trade body comprising of more than 250 trade associations , businesses, destination groups and other organisations with an interest in tourism.  The primary roles of the STA are both to shape the tourism landscape and act as the central pivot and enabler for tourism business growth.

The STA is also a member of the UK Tourism Industry Council representing the views of the Scottish Tourism industry at the UK Govt.

On behalf of their members they:

- Collaborate with and represent industry views to government and agencies
- Signpost to advice and information on key industry matters
- Provide a platform for networking across industry sectors through regular events

The STA also facilitate, co-ordinate and provide support to industry to help enable the successful delivery of the national strategy, Tourism Scotland 2020. BTfS is the industry subgroup of the STA that is charged with coordinating and delivering the business tourism aspects of this strategy.

For more information on the Tourism Scotland 2020 strategy, contact Caroline, National Strategy Delivery Coordinator -

Business Tourism For Scotland