Strategic Focus
Vision, Mission & Values
Our Vision
“Our vision is for Scotland to be globally recognised as the premium destination for sustainable wildlife, adventure & activity tourism.”
Our Mission
- Leading the sustainable wildlife, adventure & activity tourism sector in Scotland:
- Support our members;
- Provide a collective voice;
- Promoting best practice in the outdoor sector;
- Inspiring visits to Scotland’s natural environment
Wild Scotland: representing our members, promoting the outdoor sector
Our Values
Our members and supporters agree to promote and uphold our values in their operations and business practice.
- Responsibility: to adhere to our Code of Practice, understanding our rights and responsibilities to ensure sustainable use of the natural environment;
- Collaboration: working in partnership with stakeholders to encourage understanding, appreciation and increased access to outdoor experiences;
- Leadership: shaping Scotland’s future as ‘voice of the sector’, encouraging investment in the sustainable development of Scotland’s natural environment;
- Integrity: being open, honest, ethical and fair.
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