East Lothian Tourism Businesses Reflect on a Year of Growth at Annual Networking Event, Get the Details Here

Published on December 18, 2025

The tourism sector in East Lothian had plenty to rejoice about during the Visit East Lothian Christmas Networking, which was held earlier this month. The event was an annual fixture, and it was held at Gilmerton House, which is a luxurious venue recognized for providing exclusive accommodation and conference facilities. Around 50 people attended this networking event, which brought professionals and businesses in the sector to exchange their views and experiences regarding the development of the visitor economy of East Lothian.

A Year of Strong Growth for East Lothian’s Visitor Economy

The event, which gathered tourism stakeholders from across the region, was marked by impressive statistics reflecting the ongoing success of East Lothian’s tourism sector. Councillor John McMillan, Cabinet Spokesperson for Environment, Economic Development, and Tourism, took the stage to highlight key figures for 2024. East Lothian welcomed 1.56 million visitors, generating an estimated £379 million for the local economy. This represents a significant increase compared to 2019, which was the last pre-Covid benchmark, underscoring the resilience of the region’s tourism sector.

The remarkable recovery of the visitor economy in East Lothian is not just a reflection of returning visitor numbers but also of the hard work and creativity of the local businesses that continue to make the region an attractive and vibrant destination. The celebration at Gilmerton House emphasized the commitment of these businesses, who have worked in partnership with Visit East Lothian to ensure the region’s continued growth.

Visit East Lothian: Driving Sustainable Growth and Partnerships

Visit East Lothian serves as the official Destination Marketing and Management Organization (DMMO) for the region. The organization has played a pivotal role in supporting sustainable growth within the visitor economy by working closely with local businesses and national agencies. Through marketing campaigns, collaborative partnerships, and targeted outreach, Visit East Lothian promotes the region as a leading destination for travelers seeking both cultural richness and natural beauty.

Councillor McMillan acknowledged the importance of these collaborations in ensuring the ongoing success of East Lothian’s tourism industry. “This event was not only a great opportunity for tourism partners to gather and make valuable connections for growing their businesses but also a true celebration of the achievements over the past year,” he said. The local tourism industry’s ability to thrive, even amid financial challenges, is a testament to the region’s enduring appeal and the high quality of its visitor offerings.

VisitScotland’s Role in Supporting East Lothian’s Growth

Neil Christison, Regional Director at VisitScotland, was also in attendance at the networking event. He provided an update on the broader national tourism performance and emphasized East Lothian’s strong position within the larger Scottish tourism landscape. Christison highlighted the role of VisitScotland in supporting East Lothian through collaborative marketing initiatives, which have helped boost the region’s profile as a desirable tourist destination.

“Tourism is crucial to East Lothian, and the collaboration between VisitEast Lothian and our Economic Development team is vital to the region’s continued success,” said Christison. Despite the financial challenges posed by rising living costs and shifts in consumer behavior, East Lothian’s tourism sector has shown remarkable resilience. The collaborative efforts between VisitScotland and Visit East Lothian will continue into the new year, with several exciting marketing campaigns set to launch on global platforms in 2026.

Christison also discussed emerging tourism trends and provided insights into how the region is adapting to the evolving needs of travelers. With a growing interest in sustainable travel and local experiences, East Lothian is well-positioned to cater to these trends by highlighting its rich cultural offerings, outdoor activities, and scenic beauty. Christison expressed his excitement about the future of tourism in East Lothian, emphasizing the potential for further growth and innovation in the sector.

The Impact of East Lothian’s Tourism on Local Businesses

The success of East Lothian’s tourism sector has far-reaching benefits for the local economy. With a steady influx of visitors, local businesses—ranging from hotels and restaurants to tour operators and cultural institutions—have seen a boost in revenue and job creation. The increasing number of visitors has also led to the growth of related industries, such as retail, transportation, and entertainment, providing a broader economic impact beyond tourism alone.

As tourism continues to thrive in East Lothian, it is not only benefiting the businesses that directly serve visitors but also enhancing the region’s reputation as a place to live, work, and visit. The influx of tourists has encouraged investment in infrastructure, facilities, and services, making the region even more appealing to travelers and supporting the long-term sustainability of the tourism industry.

Looking Ahead: Sustainable Tourism and Future Opportunities

Looking to the future, the focus in East Lothian is on continuing the region’s success while prioritizing sustainability and responsible tourism. As travelers increasingly seek eco-friendly experiences and more sustainable ways to explore destinations, East Lothian’s natural landscapes and commitment to sustainability place it in a strong position to meet this demand.

The partnership between Visit East Lothian, VisitScotland, and local businesses will continue to drive the region’s tourism sector forward, ensuring it remains a top destination for visitors. With continued investment in marketing, infrastructure, and sustainable practices, East Lothian is set to expand its reach and welcome even more travelers in the years to come.

A Vibrant Future for East Lothian’s Tourism Sector

The Christmas networking event hosted by “Visit East Lothian” offered an opportunity to consider the remarkable development and success of the local tourism industry. With the rising number of visitors, setting new records in financial input, and a focus on sustainable development, the county of East Lothian has demonstrated its capacity to “evolve and thrive in an increasingly varied and rapidly changing tourism environment.”