Scotland offers a wide range of holiday experiences, but cannot be all things to all people. To focus on our strengths, and to help potential visitors understand how Scotland can provide their kind of holiday, VisitScotland has identified the following product areas as the focus for marketing and product development:

In addition to the brand campaigns, VisitScotland runs product-based marketing campaigns aimed particularly at visitors with a special interest. This includes touring, wildlife tourism, activity holidays, history and heritage, city breaks, or Scotland as a venue for a business meeting.

VisitScotland also takes advantage of special events, times of the year or topical issues to run a third type of tactical or "thematic" campaign e.g. Winter Romance, aimed particularly at encouraging off-season visits.

The marketing approach is not set in stone - it will evolve in line with consumer needs and aspirations to ensure that we are always one step ahead of the competition. We have to be continually aware of market trends and be prepared to adapt and respond accordingly if we are not to lose out.