Growing Scotland's visitor economy

VisitScotland is globally regarded for its marketing, thanks to our strong track record in developing Scotland’s brand and success in attracting visitors from near and far. It’s a vital part of the work we do to drive the visitor economy, growing its value to Scotland. 

Crucially, our activity has a tangible impact; VisitScotland’s marketing currently delivers an £18 return on every pound spent. This is a strong return, testament to our effectiveness despite increased global competition and changing consumer behaviour.

With the launch of our new Corporate Plan, now is the perfect time to share how our market development work will respond to the challenges and opportunities and evolve over the next 12 months. The focus remains on growing Scotland’s share of global travel and spreading the benefits of tourism across our seasons and regions. Everything we do is underpinned by a commitment to drive Scotland’s visitor economy, supporting tourism and events as one of the country’s most important sectors. 

The way visitors find, plan and book their travel is constantly evolving. So, it’s even more important we adapt our strategy to invest in the channels we know they are using, partnering with organisations they trust and ultimately delivering activity we know works. In today’s world, it’s important we grab and keep people’s attention, taking them on a journey from initial inspiration to confirmed booking. 

Although we have a global audience, our efforts will be concentrated on the key markets where there is most potential for growth and opportunity. This includes the UK, which remains a crucial market, as well as North America and Europe. For those emerging markets we will continue to work with travel intermediaries and airline contacts to improve access and build demand.

At the same time, we’re working together with industry, including tour operators and travel agents, to support businesses. This includes helping develop world-class experiences that can be sold through intermediaries, that align with our shared values of sustainability and inclusivity. 

We recognise the industry continues to face challenges, from the cost of living to the cost of doing business. These pressures are impacting the domestic market in particular, which remains unpredictable. It’s therefore critical that we ensure we are reaching the right audiences, offering the right support to businesses and prioritising the markets where we see growth and potential. 

Driven by data and insight, in the coming months we’re working with platforms such as Tripadvisor, Expedia and Skyscanner. We’re also partnering with media outlets including Channel 4, NBC, Metro and News UK.

Alongside this, our always-on marketing forms the foundation of our activity – including SEO-led content, social media, global PR and our work with travel intermediaries, such as tour operators and travel agents.

With “wellbeing” a key driver for global travel, Scotland stands to benefit by showcasing our wealth of meaningful and sustainable experiences. We are doing this by emphasising our hospitality, landscapes, history and experiences in a way which demonstrates that in Scotland, wellbeing comes naturally.

Authenticity is also important, to ensure we resonate effectively with our audiences. We’ll continue to build and curate a network of storytellers who will help bring Scotland to life in their own authentic and inspiring way. 

Storytelling as a concept is not new; but we want to unite voices across Scotland to share a consistent, compelling message. Our vision is to create a network of storytellers - locals, businesses, partners, communities, industry, and visitors themselves - who share genuine, personal experiences of Scotland.

To support this, we’ve developed a common message framework and are inviting everyone to tell their story through this lens. Together we can create greater impact and inspire audiences in ways that turn interest into bookings.

Our goal is clear: to encourage people to visit Scotland, stay longer, and spend more in our communities.

By doing this we can help improve the wellbeing of not just those who visit, but the people and places who are lucky enough to call Scotland home.

This article is sponsored by VisitScotland

www.VisitScotland.org