OUR STRATEGY

International markets are important to Scottish tourism. Because foreign visitors tend to stay longer than domestic visitors, their total expenditure during their visit is higher – so while 17% of the total number of trips made to Scotland in 2006 were by foreign visitors, this share provided around 35% of total expenditure. (For more statistics on our visitors, please go to the Research and Statistics section)  Our aim is to continue to increase the number of foreign visitors to Scotland, but especially to increase the value of their tourism expenditure.  

To do this, we focus our activities on the markets which offer the greatest current and future potential and we promote the holiday experiences which have the best fit with what people need and want from a Scottish holiday. This prioritisation is based on comprehensive and on-going market research together with an assessment of the direct access opportunities (that is, direct flights or ferry links which we know are a major factor when people choose a destination.)  

Here you can learn more about the different aspects of our international marketing strategy:

• Markets

• Visitor profile

• Brands

• Communications strategy
  - Online marketing
  - Travel Trade and distribution strategy
  - Partnerships

HOW YOU CAN BE INVOLVED

To learn more about the Marketing Opportunities in our international markets in which you can become involved, please see the Marketing Campaigns and Marketing Opportunities pages  

Some general tips on how to benefit from our international markets can be found here.