Shout Louder!

Incremental marketing means continuously increasing our marketing spend. And it requires constant energy and investment.

Scotland is competing in a global marketplace – tourism is one of the world’s most competitive industries. Both the private and public sector have to maintain high levels of expenditure in marketing to guarantee Scotland’s voice is heard amongst the competition.  

VisitScotland currently aims for a return of £25 for every pound invested in UK and Ireland campaigns and £23 for European campaigns.

We have focused on market segmentation, which enables us to better understand our customers, their lifestyles and their motivation to travel. As a result our marketing activities can be much more targeted and therefore more successful.

We would encourage tourism businesses across Scotland to look for ways in which they might align their own marketing activities with those of VisitScotland.