Core Markets

Our core markets are USA, Canada, Germany, France, Spain, Italy, Netherlands and Sweden. These are countries which offer good prospects to maintain and grow our share of their outbound holiday taking.  

People in these countries are often experienced travellers who organise their holidays independently. Therefore we communicate with them directly through a range of activities such websites, e-newsletters, brochures, advertising, promotions and PR. Our aim is to build awareness of Scotland as a destination, encourage people to consider visiting here for their next holiday and enable them to book their trip. We also work with the travel trade (such as tour operators and travel agents) in these countries to encourage them to include Scotland in their activities and offers.

Emerging Markets

We also target a number of emerging markets, which though currently providing a small share of our visitors, show considerable potential for growth. These are China, India, Russia, Czech Republic, Hungary and Poland.  

The outbound holiday markets in these countries are at an early stage of development, and so the travel trade plays a very important role. Therefore our focus in these markets is on working with those businesses to ensure that Scotland is included in the choices available to travellers. We work closely with our partner VisitBritain, which is tasked with marketing Britain in the emerging markets. We also have significant activity in PR to raise awareness, as well as some direct to consumer marketing where appropriate.

To find out more about these markets, visit the International Market Research section

To find out more about our International Marketing campaigns and how you can become involved, please go to our Marketing Campaigns section