The Scottish Tourism Alliance (STA) is the overarching trade body for Scotland's tourism and hospitality industry, comprising over 250 trade associations and businesses. It represents the sector's interests, advocating for supportive policies to enhance competitiveness and sustainability. The STA offers leadership, representation, and strategic guidance, focusing on national tourism strategies like Scotland Outlook 2030. Its target audience includes tourism businesses and stakeholders across Scotland. The unique selling proposition is its comprehensive industry representation and strategic leadership in shaping Scotland's tourism future, ensuring sustainable growth and community benefits.