Marketing Scotland

VisitScotland conducted consumer research with visitors and potential visitors to explore what they perceived as being the benefit of a holiday in Scotland. What emerged was a set of recognisable core attributes and a set of important emotional benefits.


Core Attributes

  • Landscape
  • History & Culture
  • People

Emotional Benefits

  • Awe
  • Escapism
  • Spirit
  • Connection

Understanding more about the benefits that Scotland can offer visitors can help the Scottish tourism industry work to the country's strengths when marketing to current and potential visitors.


PDF document Promoting the Benefits of Holidaying in Scotland size 3.17mb (published February 2016)


More information on how our marketing is encouraging domestic and international visitors to Scotland is available within the What We Do - Our Marketing section.


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