New Report Highlights Scotland’s Potential as a Destination for Remote Workers and Digital Nomads

Remote Working Opportunities for Scotland

It is time to embrace this revolution to invigorate tourism in Scotland

Jemma Reid, a Food Tourism Ambassador for Scotland, was tasked with delivering a project to drive awareness and support the growth of food tourism in Scotland. In 2018, whilst working with Yvonne Wagoun in destination development, they connected with an international professional in the sector who sought to collaborate with Scotland. Together, Jemma and Yvonne identified opportunities for Scotland through the remote worker market. This report details those opportunities, focusing on what they could mean for Scotland and how the sector could grow.

Their project was inspired by their invitation to present at the ‘Work. Place. Culture Conference in Dubrovnik in May 2022, where Jemma presented Scotland as a destination for remote workers and digital nomads. Since then, both Jemma and Yvonne have been asked to return to Croatia twice to deliver workshops with international remote workers, leaders, and storytellers at in-residence programmes. They believe that there is a huge opportunity for Scotland in this area.



A new report, “Scotland: The Remote Work Opportunity,” has been released today, highlighting the potential for Scotland to capitalise on the growing trend of remote work and digital nomadism. The report, an industry-led publication, provides a comprehensive resource for the tourism sector and calls on the industry to promote Scotland, at home and abroad, as a go-to destination for remote workers.

Within the publication, research conducted by 56 Degree Insight reveals that 55% of Scots want a ‘Home Workation’, meaning there is a significant untapped potential for domestic and international markets.

The COVID-19 pandemic has accelerated the shift towards remote work, with millions worldwide now enjoying the flexibility of working from anywhere. This trend presents a remarkable opportunity for Scotland to attract a new wave of visitors, including digital nomads, workationers, and remote workers, who can significantly contribute to the nation’s economy and cultural vibrancy given almost half of all global destinations now offer digital nomad visas.

Scotland boasts a wealth of advantages that make it an ideal destination for remote workers and digital nomads. Its stunning natural beauty, rich cultural heritage, and incredible food and drink create an unparalleled work-life environment. With its stunning scenery, rich culture, and welcoming people, Scotland is well-positioned to become a thriving remote work destination. This report provides a roadmap for the tourism sector and the Government to seize this opportunity and create a more vibrant and economically prosperous Scotland.

Exploring the global impact of the remote work phenomenon, the report highlights successful case studies and examines the factors that make a destination attractive to remote workers. It also delves into the UK’s evolving workforce and the unique advantages Scotland offers as a remote work destination. The report underscores the importance of collaboration a

mong destinations, communities, and stakeholders to create a welcoming and supportive environment for remote workers. It outlines the benefits of welcoming this new audience, including generating international ambassadors for Scotland’s food and drink, promoting responsible tourism, and combating seasonality in the industry.

Jemma Reid and Yvonne Wagoun, authors of the report, urge tourism stakeholders across Scotland to grasp the remote work opportunity by collaborating with them to establish Scotland as a remote work destination. With their expertise in remote work and tourism, they will provide consultancy, training, and support to raise awareness, develop new programmes, and enable international connections.

Jemma Reid, Food Tourism Ambassador for Scotland, on the significance of the report says:

“Scotland stands at the forefront of an excellent opportunity to become a destination for remote workers, especially those with a passion for food tourism. However, the potential extends far beyond this sector, permeating every industry. By leveraging our strengths in remote work and food tourism, we can entice visitors who will embark on year-round visits, prolonging their stays, amplifying their spending, and actively championing Scotland’s culinary gems to the world. Scotland has the potential to elevate its global reputation, and we firmly believe that Scotland is the ideal destination to immerse individuals in our vibrant culture and welcoming communities. It is time to shed the ‘Aye been’ mentality and seize this opportunity. By being more proactive in our marketing, both at home to encourage working staycations, and internationally to make Scotland an attractive place to come and work, we can boost regional economies and make a real difference to the Scottish tourism industry.”


Read the full publication –  Here



Jemma is one of the 23 Regional Food Tourism Ambassadors, a programme that places food tourism at the heart of the recovery of Scotland’s tourism and food and drink sectors. Launched by Scotland Food & Drink and the Scottish Tourism Alliance Regional Food Tourism Ambassadors play a key part in raising Scotland’s profile as a global food tourism destination.

Notes to editor:

For more information, please contact:

Jemma Reid | |07980 283407


Jemma Reid, JR Events, Sales & Consultancy, A tourism professional with over two decades of experience, she possesses a proven track record of success in project management, destination and product development, marketing, travel trade, events, and sales. Collaborating with local, regional, and national businesses and stakeholders, she is driven by a passion for growth, innovation, and excellence, making a tangible impact on businesses and destinations alike. Jemma was voted Top 100 Women in Tourism in Scotland for 2 years running and has been awarded several accolades for her contribution to tourism and industry initiatives. With a deep-rooted passion for the food, drink, and tourism industries, she stands as one of Scotland’s esteemed Food Tourism Ambassadors. Currently, she is spearheading this initiative to uncover promising remote working opportunities for Scotland. Driven by an insatiable curiosity and a thirst for new experiences, she continuously seeks out remote work opportunities that allow her to explore new destinations, connect with diverse individuals, learn from other businesses, and expand her professional network both within Scotland and across the globe.

Yvonne Wagoun launched White Stag Tourism Ltd, an Edinburgh-based tourism business development consultancy in 2016, working with national and international tourism businesses in the private and public sectors. Born in Munich, Germany, Yvonne has been working in the inbound travel market since 1994, gaining extensive experience with travel operators large and small, specialising in product and business development, contracting and travel trade distribution strategies. She has been voted one of the Top 100 Women in Tourism in Scotland in 2022. An enthusiastic traveller, with favourite destinations including Munich, Birmingham, Lisbon, the Dolomites, and Croatia, she embraces a location-independent lifestyle. Yvonne values remote work, allowing her to blend her passion for travel with her professional commitments.

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