Visit West Lothian 2030 - Tourism Strategy

Visit West Lothian 2030: A Shared Vision for the Future of Tourism

Visit West Lothian is delighted to announce the publication of Visit West Lothian 2030, our new tourism strategy setting out a clear vision for the future of the visitor economy across West Lothian.

The strategy provides a clear roadmap for how we will work with businesses, communities and partners over the coming years to strengthen West Lothian's position as a welcoming, sustainable and high-quality visitor destination. It builds on the success of previous tourism initiatives while responding to the opportunities and challenges facing the sector today. The strategy also aligns with the ambitions of Scotland's national tourism strategy, Scotland Outlook 2030, placing sustainability, collaboration and quality visitor experiences at its heart.

A strategy shaped by partnership

Tourism is a vital contributor to West Lothian's economy, supporting businesses, creating employment and showcasing everything that makes the area special. From our rich history and heritage to stunning green spaces, vibrant towns, independent businesses and amazing attractions, West Lothian has so much to offer visitors throughout the year.

Visit West Lothian 2030 recognises that continued success depends on collaboration. The strategy has been developed to encourage partnership working across the tourism sector, ensuring that businesses, local organisations and public sector partners work together to deliver memorable visitor experiences while benefiting local communities.

Our vision for 2030

The strategy focuses on creating a thriving visitor economy that:

* Raises the profile of West Lothian as a must-visit destination.
* Supports sustainable tourism that benefits both visitors and local communities.
* Encourages innovation, collaboration and business growth.
* Celebrates West Lothian's unique heritage, landscapes, culture and hospitality.
* Inspires visitors to stay longer, explore more and return again.

By focusing on these priorities, Visit West Lothian aims to strengthen the area's reputation while helping tourism businesses flourish in an increasingly competitive marketplace.

Looking ahead

The publication of Visit West Lothian 2030 marks the beginning of an exciting new chapter. Delivery of the strategy will be supported through ongoing partnership working, targeted marketing, business engagement and the development of new opportunities that enhance the visitor experience across the region.

Whether you're a tourism business, community organisation, local resident or visitor, everyone has a role to play in helping showcase the very best of West Lothian.

Together, we can build a stronger, more resilient visitor economy that celebrates our unique places, supports local businesses and creates lasting benefits for generations to come.

We invite you to read the full Visit West Lothian 2030 strategy and discover how, together, we can shape the future of tourism in West Lothian.