The Scottish Tourism Alliance (STA) is the overarching industry leadership group for tourism and the leading voice for the tourism sector in Scotland.We are an independent trade body comprising of more than 250 trade associations , businesses, destination groups and other organisations with an interest in tourism. Having more than 70% of tourism business directly or indirectly under the umbrella of our membership our voice is one that is held in high regard by Scottish Government and other bodies.The STA is also a member of the UK Tourism Industry Council representing the views of the Scottish Tourism industry at the UK Govt.Tourism is acknowledged by the Scottish Government as being "Scotland's most important industry". Our job is to ‘lead on industry matters', representing the views of our members and actively seeking supportive change at policy level to enable the tourism industry in Scotland to reach its growth ambition and perform as Scotland's main economic driver.To keep up to date with STA and Industry news;Follow us @st_alliance