The publication of Giant Opportunities (2026–2030), a new strategic framework for Scotland’s marine tourism sector, marks the next chapter in a decade-long strategic journey to grow and future-proof one of Scotland’s most valuable tourism industries.
Building on the foundations laid by Awakening the Giant (2015), Scotland’s first national marine tourism strategy and its successor Giant Strides (2020–2025), this latest framework reflects the major changes seen across tourism, the economy and the marine environment over the past decade. It sets out an ambitious pathway for the sector’s continued growth and sustainability, critical to both the prosperity of Scotland’s coastal communities and national economy.
Over the past decade, Scotland’s marine tourism strategies have already helped drive significant growth and investment across the sector. The original Awakening the Giant strategy set ambitious targets to grow visitor spend and economic value, attracting investment of approaching £25m, with early progress seeing the sector’s GVA rise to over £400 million and attracting strong public sector backing. Its successor, Giant Strides, increased investment, despite the disruption of the pandemic, and was at the core of over £80m worth of applications Growth Deal and Levelling Up Grant based applications for public sector marine tourism projects across Scotland’s coasts and islands.
Numerous projects have been developed and other projects including Arran and Millport pontoons, the Kintyre Sea Sports Hub, Stranraer Watersports and a waterfront marina development in Stranraer are still in development. Together, these initiatives account for circa £50m in investment for the sector which should crystalise over the next 1-4yrs and are proof the sector is growing steadily. The impact of a coordinated strategic approach and the growing confidence in Scotland’s marine tourism is clear and Giant Opportunities sets out to build and strengthen the Scottish Leisure and Light Commercial sector even further.
Funded by Crown Estate Scotland and developed by British Marine Scotland (BMS) in collaboration with key industry and public sector partners, Giant Opportunities (2026-2030) provides a roadmap for collective action across industry and with government.
Scotland’s marine and coastal tourism sector already supports over 34,500 jobs and generated £699 million in Gross Value Added (GVA) in 2023. This framework outlines a pathway for focused collaboration to grow this by a further £100 million over the next five years, reaching £800 million by 2030.
At its core, it identifies four strategic areas of focus:
- Sector Growth by Value and Visibility – enabling the sector’s growth and raising awareness of the opportunities it offers.
- Skills Development – tackling workforce shortages and creating clear career pathways
- Community and Placemaking – maximising local benefits through strong partnerships and place-based development
- Net Zero and Sustainability – capitalising on opportunities arising from the transition to a low-carbon economy
Together, these themes highlight the critical areas where collective action is needed to maximise the opportunities facing Scotland’s marine tourism sector and to realise the benefits it can deliver for Scottish businesses and communities alike.
The framework identifies new and emerging opportunities, not only with the rising popularity of paddle and board sports but also the rising demand for more sustainable, nature-based tourism, the growth in wildlife tourism, and the increased focus on blue health and wellbeing – all areas where Scotland’s coasts, lochs and waterways are uniquely placed to lead.
Crucially, Giant Opportunities is a plea for collaboration, stressing that no single organisation will realise this ambition alone. It calls for stronger collaboration across marine and the wider tourism sectors, and for the active support of government, to address long-standing challenges, particularly around skills shortages, infrastructure investment and funding access.
Sarah Kennedy, Chair of British Marine Scotland, said: “We know there are great opportunities ahead for Scotland’s marine tourism sector, as well as critical challenges that must be addressed. This framework highlights both and sets out focussed and collaborative effort is most needed.
“By working together, across industry and with government, we can unleash the full potential of Scotland’s marine tourism offer and in turn generate sustainable employment that will strengthen our communities and protect our outstanding natural environment. British Marine Scotland stands ready to help facilitate this work in the months and years ahead, and we urge government and all our partners to get behind this shared vision.”
Giant Opportunities recognises the importance of place-based development and community partnership, and the pivotal role that marine tourism can play in building community wealth and supporting sustainable rural regeneration and destination development.
By working together, British Marine Scotland and its partners believe it will be possible to address current skills shortages and funding barriers that plague many small marine tourism businesses, while also unlocking new opportunities linked to green technologies, low-carbon infrastructure and the demand for more sustainable marine experiences.
Hamish Macdonell, Head of Corporate Affairs, Crown Estates Scotland, said:“Giant Opportunities provides a clear and compelling roadmap to safeguard the future of Scotland’s marine tourism sector. We commend the leadership that British Marine Scotland has shown in bringing partners together to develop this framework. We now urge businesses, local communities and government to get behind this ambitious framework and work together in its delivery.
“Crown Estate Scotland will provide further support to the sector through its Community Capacity Grants programme, which is set to distribute £350,000 to community organisations across the country. The successful applicants include four projects seeking to deliver marine skills training. Further details will be published on the Crown Estate Scotland website later this month.”
To help ensure marine tourism remains a key contributor to Scotland’s economic growth, Giant Opportunities is closely aligned with the nation’s priorities as outlined in ‘Scotland Outlook 2030’, the national strategy for economic transformation, and Scotland’s blue economy vision. Ultimately, Giant Opportunities sets out a bold vision: for Scotland to become a world leader in 21st century sustainable marine tourism, maximising the economic, social and environmental value of its extraordinary marine assets for generations to come.
