International Marketing
Strategy
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
