Data Scientist

VisitScotland is Scotland’s National Tourism Organisation, and we’re proud to promote the wealth of incredible features our country has to offer. Our aim is to benefit Scotland by growing its tourism industry and giving it a renowned presence in the global marketplace.

• The Data & Insight team at VisitScotland helps turn data, research, and evidence into insights that support decision-making and deliver value for Scotland’s visitor economy. Bringing together expertise in data platforms, visitor and market research, economic and policy analysis, and insight communication, the team provides trusted evidence to inform strategy, measure impact, and support organisational priorities.
• The team comprises four specialist areas: Data Products & Platforms, Visitor, Market & Experience Insight, Strategic Measurement & Policy Insight, and Insight Activation & Partnerships. Together, they develop and manage data products and platforms, deliver research and analysis on visitors and markets, assess economic impact and policy outcomes, and ensure insights are communicated effectively and adopted across VisitScotland and its partner network.
• Own the design, build, and maintain advanced statistical, econometric, and machine-learning models to forecast demand, dispersal, seasonality, visitor flows, spend, and capacity pressures across the visitor ecosystem.
• Apply AI and modern ML techniques to improve forecasting accuracy, automate modelling processes, and enable new analytical capabilities, ensuring models remain innovative, explainable, and future-ready.
• Develop scenario-planning and optimisation tools that allow users to test interventions under alternative assumptions, evaluate trade-offs, and understand sensitivity and uncertainty.
• Support quantitative research and experimentation, identifying causal drivers of behaviour, designing uplift tests, and integrating insights into product roadmaps and policy recommendations.
• Partner with Strategic Measurement & Policy Insight to integrate the Tourism Economy Model, ROI frameworks ensuring coherence and methodological rigour.