East Lothian: A Scottish Success Story of Tourism Growth and Environmental Excellence

Introduction: East Lothian’s Rising Profile

East Lothian, a picturesque coastal region in Scotland, is making headlines for its remarkable achievements in both tourism and environmental sustainability. As we enter 2026, this historic county has established itself as a model of balanced economic growth and ecological responsibility. With tourism generating £379 million in 2024 and recycling rates ranking third highest in Scotland, East Lothian demonstrates how sustainable development can drive prosperity whilst protecting the environment.

Record-Breaking Tourism Success

The tourism sector in East Lothian has experienced unprecedented growth, with 1.56 million visitors coming to the region in 2024, up 9.5% from 2023 and 14% higher than pre-pandemic levels. This surge represents the highest tourism revenue recorded in over a decade. Particularly noteworthy is the sharp rise in overnight stays, with staying visitor numbers increasing by 20.3%, demonstrating that tourists are choosing to spend more time exploring the region’s attractions.

The economic impact extends throughout the community, with tourism spending supporting more than 4,600 full-time equivalent jobs across accommodation, food and drink, and transport sectors. Self-catering accommodation and caravan sites have proven particularly popular, experiencing nearly 30% growth.

Environmental Leadership in Recycling

Alongside tourism success, East Lothian has achieved impressive environmental credentials. The region recycled 55.3% of its waste between January and December 2024, a rise from 53.1% the previous year. Only Moray at 56.7% and Clackmannanshire with 57.2% had better recycling rates among Scotland’s 32 council areas.

This improvement coincided with the introduction of a three-weekly general waste collection on 1 April last year. The region significantly outperforms the Scottish average, with the national household waste recycling rate standing at 44.3%.

Looking Ahead: Sustainable Growth for 2026

East Lothian’s success story offers important lessons for sustainable regional development. The region has demonstrated that economic growth and environmental stewardship can work hand in hand. As tourism continues to thrive and recycling initiatives prove effective, East Lothian positions itself as a destination that values both visitor experience and ecological responsibility. For residents and visitors alike, the region represents a compelling model of how Scottish communities can prosper whilst protecting their natural heritage for future generations.