A new strategy to grow Scotland’s marine tourism sector by a further £100 million by 2030 has been launched.
The framework, titled Giant Opportunities (2026–2030), sets out a roadmap to expand the industry while supporting coastal communities and protecting marine environments. It builds on the earlier strategies Awakening the Giant (2015) and Giant Strides (2020–2025), which together have shaped development across Scotland’s coasts and islands over the past decade.
The sector already supports more than 34,500 jobs and generated £699 million in gross value added in 2023. The new strategy aims to increase that contribution to £800 million by the end of the decade.
Funded by Crown Estate Scotland and developed by British Marine Scotland in partnership with industry and public sector partners, the framework highlights four priority areas: sector growth and visibility, skills development, community partnerships, and net-zero sustainability.
Investment linked to earlier strategies is already visible across several coastal projects. These include pontoon developments in Arran and Millport, the Kintyre Sea Sports Hub and new watersports and marina projects in Stranraer.
Together, they represent around £50 million in sector investment expected to materialise within the next one to four years.
The strategy also identifies emerging opportunities across paddle sports, wildlife tourism and nature-based travel. It highlights the growing interest in “blue health” and wellbeing activities linked to coastal environments.
Sarah Kennedy, chair of British Marine Scotland, said the sector faces both “great opportunities” and pressing challenges. “This framework highlights both and sets out where focused and collaborative effort is most needed,” she said. “By working together, across industry and with government, we can unleash the full potential of Scotland’s marine tourism offer.”
The strategy calls for stronger cooperation across tourism bodies, government and coastal communities. It also identifies skills shortages, infrastructure investment and access to funding as key barriers to growth.
Hamish Macdonell, head of corporate affairs at Crown Estate Scotland, said the framework provides “a clear and compelling roadmap to safeguard the future of Scotland’s marine tourism sector”. He said Crown Estate Scotland will also support the sector through its Community Capacity Grants programme.
The scheme is set to distribute £350,000 to community organisations, including four projects focused on marine skills training.
The strategy aligns with Scotland’s national tourism plan, Scotland Outlook 2030, and the country’s wider blue economy ambitions. British Marine Scotland said the long-term goal is to position Scotland as a global leader in sustainable marine tourism.
