The partnership, the first that has seen VisitScotland partner with a global tour operator, will also be pooling shared insights and resources to scale up efforts to support tourism businesses in Scotland with the development of climate action plans.
Speaking to TTG, TTC chief sustainability officer Shannon Guihan pointed to the partnership being based around the pursuit of responsible tourism, rather than it being “a message”. “I think that shift in priorities is what makes it groundbreaking and a new way for destinations and the sector to work with one another,” Guihan said.
