Arbroath Abbey, Angus. © Visit Angus / Alan Richardson

Reaching visitors where it matters most

Our work in market development plays a vital role in growing the value of Scotland’s visitor economy. In 2024/25 our activity delivered strong results, with a return of investment rising to £18:1 from £11:1 previously. Our new marketing approach builds on what we know works and uses the latest insights on consumer behaviour and travel planning. This will ensure we continue to deliver impact and return.

We know where audiences spend their time online and how they make decisions. That’s why this year we’re adapting our activity with new media tactics, immersive partnerships, and a stronger focus on authentic storytelling. Our aim is to connect with visitors earlier in their journey, on the channels that influence where they go, when they come, and what they do.

We want to work closely with industry to identify areas for promotion, encouraging visitors to explore the diversity of Scotland’s experiences. When we work together, our impact grows. People listen, and Scotland stands out. Find more on this, along with our recent activities and the latest industry news, in this month’s Tourism Insider.

Kind regards
Vicki Miller
Chief Executive, VisitScotland

Major drive to boost UK and overseas tourism

We’ve unveiled a multi-million-pound marketing push designed to strengthen Scotland’s visitor economy by encouraging travel across all seasons and regions. Supported by £2 million in additional funding from the Scottish Government, activity will target both international and domestic audiences, with a renewed focus on inspiring visitors to explore more of Scotland throughout the year.

Read the press release

Market development

Foraging experience with RVIVAL at Monachyle Mhor Hotel. © VisitScotland

The power of storytelling

Today’s travellers trust real stories over ads. We’re building a network of storytellers to share authentic experiences that inspire others and showcase Scotland. By joining forces, we amplify our voice, increase our impact, and help Scotland stand out worldwide. Share your story and help Scotland shine.

Join us

Family enjoying autumn. © VisitScotland

Autumn and winter activity

Our autumn and winter marketing aims to grow tourism in Scotland by attracting high-value visitors, encouraging them to stay longer and spend more. Through inspiring content, media partnerships, social channels, influencers, and platforms like NBC, Expedia, and Channel 4, we’ll reach wider audiences and encourage deeper connections with Scotland.

More on activity

In Scotland, wellbeing comes naturally

Our activity is underpinned by the proposition “In Scotland, wellbeing comes naturally”, which is a guiding belief rather than a strapline. The aim is to reflect a growing desire for authentic travel. This proposition helps us share meaningful stories, connect with travellers, and ensure Scotland stands out in a competitive global market.

Our visitor proposition

Jill Walker, Director of Marketing, VisitScotland

Jill's latest LinkedIn blog

In Jill’s last blog, she spoke about the extensive work underway to strengthen Scotland’s visitor economy - by inspiring travel across every season and every region. This time, her focus is on the what and the why.

Hear from Jill

Business and experience development

The Glass Barn, Isle of Mull Cheese. © VisitScotland

How to get involved in marketing

Get involved in our marketing by keeping listings with Online Travel Agents we’re working with up to date, sharing website content and imagery, and creating offers. Offers don’t need to be discounts – value-added options can be more appealing, enhancing the guest experience while boosting interest without lowering prices.

Visit our Business Support Hub

Visitor levy FAQs for businesses

VisitScotland and STA have published Frequently Asked Questions (FAQs) to help accommodation providers navigate the visitor levy as it's rolled out. We'll keep the FAQs updated in line with the legislation and any statutory guidance changes, with support from our partners.

Read the visitor levy FAQs

Place and destination development

Glenmore Forest Park, Cairngorms National Park. © VisitScotland

Why seasonality is integral to a thriving visitor economy

If we want our people and places to thrive all year round, our industry must thrive all year round too. Read more from our Chief Executive Vicki Miller on her thoughts about why seasonality is integral to a resilient and inclusive visitor economy in a new LinkedIn blog post.

LinkedIn blog

The Tall Ships Races 2025. © VisitScotland

Destination Development Series | Aberdeen

How are we working across Aberdeen, Aberdeenshire and Moray Speyside? Supporting our regional activity for these areas is our Regional Director, David Jackson. We've been speaking with him about his work in the regions and the impact it's having.

Learn more from David

Smailholm Tower, Scottish Borders. © Visit Kelso

Destination Development Series | South of Scotland

We've been speaking to our Destination Development Director, Gordon Smith, about his role in the delivery of the South of Scotland Regional Tourism Strategy. Hear how he engages with destinations and communities in the region to develop tourism in responsible and inclusive ways.

Read more from Gordon

Scottish Thistle Awards
Celebrating the best in the business

Scottish Thistle Award regional trophy 2025. © Connor Mollison / VisitScotland

Regional winners announced

The Scottish Thistle Awards, with headline sponsors Abbey: The Destination Experts, celebrate the very best of the tourism and events industry. Congratulations to the winners of the Central & East Thistle Awards and Aberdeen City & Shire Thistle Awards and best of luck as they go forward to the national final in November!

Central & East Thistle Awards winners
Aberdeen City & Shire Thistle Award winners

And good luck to businesses in the running for the West of Scotland Thistle Awards (25 September), South of Scotland Thistle Awards (2 October) and Highlands & Islands Thistle Awards (3 October).