Our strategy


Our strategy is a very simple one: we want to make it as easy as possible for people to discover Scotland and we want to recruit as many ambassadors for Scotland as we can. An endorsement of any product and service from someone you know and trust is the most efficient and effective form of marketing there is.

Our marketing targets segments in the UK and in key growth markets across the globe, making it easier for them to discover our attractions and experience the Scotland.

The campaign platforms and channels we use speak to our target markets with motivating messages to inspire them to visit Scotland. All our channels – online and offline – contribute to providing the best possible customer experience before, during and after visitors arrive in Scotland. And by encouraging them to share their experiences widely they become advocates for Scotland.

We recognise digital technology as the enabler of this collective approach to tourism. Our digital strategy is focused on user generated content and content partnerships, which readily encourage advocacy.


With 60% of all web traffic coming from Google, our priority is to create high quality engaging content that makes Scotland easy to discover online. We need to provide the very best information that we can to help with consumers’ decision making process.

Industry, visitors and Scottish citizens can now all share their content in a very organic way and we are helping to enable everyone who has a connection with Scotland to become advocates for the country.

Via a programme of business-to-business marketing opportunities, including our showcase travel trade event VisitScotland Expo, we support the internationalisation of Scottish tourism businesses and increase exports.

On top of our marketing effort, we also work with the tourism industry at home and abroad to influence capacity and connectivity and support the development of the products and services that visitors demand.


Supporting key sectors identified in the Tourism Scotland: 2020 strategy, leveraging themed year and growth fund platforms we develop products and propositions that enhance the effectiveness of our brand and marketing activities.

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