We market Scotland and its outstanding tourism assets to all parts of the world. Our research enables us to segment the market for potential visitors and to target our resources effectively.

We make best use of all channels – traditional and online – as well as partnerships with public agencies and private businesses, such as Highland Spring.

Events and trade exhibitions are also important routes to market both in the UK and overseas. We maximise all opportunities to reach and talk to our customers.

Our worldwide marketing strategy includes a range of print and online communications, websites and campaigns all year round. We work directly with groups and Area Tourism Partnerships to ensure national and local marketing initiatives are aligned.

Campaigns vary in length and complexity. Most involve some form of traditional marketing communications (advertising, direct mail etc) but, increasingly, web-based channels are both popular and effective, given their reach.

Our marketing activities continue at a local level with staff from network offices and tourism information centres liaising with local businesses.

These 20,000 tourism businesses are also our customers and we do our best to support them in their endeavours.