Dunnottar Castle, Aberdeenshire
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Caring for Scotland’s scenery | helping our natural environment |
Connecting with nature is becoming an increasingly popular travel motivator. Having such a unique selling point as a destination makes the need to preserve it even greater. Our natural and cultural heritage, along with our communities, are what make Scotland so special.
All our work aims to achieve the four Ss – driving spend, spread, sustainability and satisfaction for visitors, industry, and communities. It’s about increasing the value of every visit in a way that is considerate to surrounding communities as well as our natural environment. It was fantastic to see the 2023 international visitor figures showing that this focus is already working, with a significant increase in spend of our overseas visitors compared to pre pandemic levels.
Our work to highlight our vibrant and diverse natural environment is the focus of today’s enewsletter. From encouraging visitors to slow down and visit out of season, to connecting with communities and enjoying local experiences. All our activity looks to support our ambitions to make Scotland one of the most economically, environmentally, and socially sustainable destinations in the world. Read more within your latest marketing special of the Tourism Insider.
Kind regards
Vicki Miller
Director of Marketing and Digital, VisitScotland |
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Glen Lyon, Perthshire. Credit VisitScotland and Mat Hay |
Celebrating Scotland’s unique natural environment |
The focus of our global marketing campaigns is to move travellers from thinking about a trip, to inspiration, and ultimately to booking. We showcase the enriching experiences on offer, epitomised by our natural environment and heritage and encourage visitors to slow down and embrace the rejuvenating quality of a trip to Scotland. |
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Working together through marketing activity |
Collaboration is key to our marketing activity. With so many innovative and exciting visitor experiences and products, we look to our communities and businesses for where we can drive further value from tourism for Scotland. We work with a range of sector groups to help raise awareness of this wealth of visitor experiences. |
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Sea kayaking, Shetland. Credit: Promote Shetland and Euan Myles |
Engaging global media with our natural beauty
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Responsible and nature-positive travel is front and centre of most editorial travel content. Our PR activity highlights what’s available to visitors and this helps them make responsible choices. Slowing down, choosing to visit outside of peak season, staying and spending local are all important messages. |
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Wilson's Farm and Kitchen. Credit: Craig Stephen |
News from the marketplace |
During our flagship travel trade event, VisitScotland Connect, international buyers were keen to share their thoughts on Scotland as well as news about their own respective markets. Insight includes demand for Scotland and booking behaviour, plus growing interest in sustainable transport, slow travel, food tourism and luxury experiences. |
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Understanding Australia’s market value |
Australia has become one of our most valuable visitor markets with record visitor numbers, nights and spend. Many Australian visitors use tour operators to plan and book their itineraries. We’re here to help with market research and knowledge of what Australian visitors are looking for, how to reach them and what you can do to attract this lucrative market. |
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Maspie Den in Falkland, Fife |
Creating awareness of natural experiences on our social channels |
Our consumer social media activity aims to make Scotland one of the most desired destinations in the world. We do so by reaching new audiences with engaging content they will want to share to help spread the message. Spring has been the perfect time to showcase Scotland’s natural environment from coasts and waters to food and drink. |
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Wild Braemar. Credit: VisitScotland and Mat Hay |
Delivering authentic storytelling through influencers |
Our influencer activity is informed by our marketing calendar, which sets out our seasonal themes and key messages. It helps us to amplify our reach and heighten visibility across social media platforms. This allows us to solidify Scotland as a travel destination in the hearts and minds of global travellers. |
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Trees for Life, Dundreggan Rewilding. Credit: Paul Campbell |
Encouraging Meaningful Travel |
Scotland is the first European destination to feature on Tourism Cares’ Meaningful Travel Map. This interactive map is designed to connect the travel-trade with sustainable tourism experiences. From developing outdoor skills, to re-wilding journeys and wildlife encounters, view our approach to encouraging responsible tourism in Scotland. |
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VisitScotland Connect 2024 in numbers |
VisitScotland Connect 2024 offered an opportunity for our industry to showcase their latest products and services to the travel trade, and hopefully sign contracts for not just 2024, but 2025 and 2026 too. 7,000 qualified workshop meetings took place and relationships were built and cemented. Take a look at more results from this highly successful event. |
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VisitScotland, Waverley Court, 4 East Market Street, Edinburgh, EH8 8BG |
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