The Red Deer Experience, Highland Safaris in Aberfeldy, Perthshire. © VisitScotland / Kenny Lam |
Working together to create a year-round destination |
The end of the year is often a time to relax, but as we know, the tourism and events industry is often the exception to that rule. That is certainly the case for VisitScotland, where we’re committed to ensuring Scotland remains a must-visit, must-return destination year-round, driving the visitor economy without pause.
This time of year, is crucial for shaping future travel plans. Our winter marketing campaigns with Expedia, Tripadvisor and Skyscanner, along with our PR activity and partnerships with tour operators and transport providers, all aim to share the story of Scotland’s diverse offering in a way that inspires and entices potential visitors to travel further and stay longer. Similarly, we’re continuing to use our insight and expertise to help businesses and events create unmissable experiences and products that are inclusive, sustainable and capture the interest of visitors.
Over the past few weeks, it has been a pleasure to share this work at events with industry colleagues, politicians and business leaders. I look forward to continuing that in 2025. Until then, please enjoy your final edition of the Tourism Insider for the year.
Kind regards
Vicki Miller
Chief Executive, VisitScotland |
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Uath Lochans in Badenoch, Kingussie. © VisitScotland / Kenny Lam |
| Inspiring visitors this winter |
To support businesses through the winter period and inspire travel, both now and into 2025, our marketing strategy is focused on highlighting the unique appeal of a Scottish winter. From winter festivals and events to outdoor adventures and unique experiences. Take a look at our activity.
Promoting winter tourism |
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Paddleboarding at Bass Rock, East Lothian. © East Lothian Council |
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We work with global travel and lifestyle press to encourage potential visitors to choose Scotland as their holiday destination. If you have something to shout about for 2025 – new openings, tours, experiences, or trends that you’re adopting or are shaping your offering – please send these to our team to consider.
Tell us your story |
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Hear from those in the industry |
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Illuminations at Monteviot Winter Light Trail. © Monteviot Gardens |
| Extending the season is a win-win for tourism |
Making Scotland a must-visit, must-return destination every month of the year can create a real win-win situation for businesses, communities and visitors. Hear from three different businesses about how they’ve extended their season.
Case studies |
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Michael Golding, CEO at ASVA. © ASVA |
| Q&A with ASVA Chief Executive, Michael Golding |
We spoke to the Association of Scottish Visitor Attractions (ASVA) Chief Executive, Michael Golding, about how attractions have benefitted the visitor economy over the last year, as well as what's in store for the year ahead. Here’s what he had to say.
Hear from Michael |
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Business and experience development |
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Cairngorms National Park. © VisitScotland / Luigi Di Pasquale |
Celebrating Scotland's natural beauty with James Cosmo |
We’ve teamed up with legendary Scottish actor James Cosmo on a video to highlight the importance of protecting Scotland’s natural beauty. We hope this video will encourage those working within the industry to think about how they can help preserve Scotland’s world-famous landscapes and heritage for future generations. |
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Travel Trade event. © Newsline Media |
| The power of global travel industry events |
We've attended several events recently to connect Scottish tourism businesses with the travel trade industry. Take a look at how these events can help businesses to internationalise, develop world-class visitor experiences, and reach new customers both at home and abroad.
Travel trade events |
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Arbikie Highland Estate Distillery. © Barry Stuart |
| Delivering a quality visitor experience |
We're here to help tourism businesses deliver the best possible experience for every visitor. Our best practice guides have tips on how to deliver the best possible visitor experience, whether you're an accommodation provider or running a visitor attraction.
Best practice guides
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The new still room at Edinburgh Gin Distillery at The Arches. © Edinburgh Gin Distillery |
Our industry website hosts the latest news from across Scotland. Here’s what you may have missed: |
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Edinburgh Gin opens new distillery
- Glasgow Events Strategy to 2035 launches
- Beyond Van Gogh Aberdeen dates announced
- South of Scotland nominated for global cycling award
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Domestic sentiment tracker |
The domestic sentiment tracker explores UK residents' holiday intentions. The latest report for Scotland looks at intended trips between November 2024 and March 2025. Take a look at the key findings, which include the impact of cost of living, travel behaviour and types of holidays. |
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VisitScotland, Waverley Court, 4 East Market Street, Edinburgh, EH8 8BG |
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