The development of a strong brand for tourism is key to delivering
sustainable growth for Scotland.
VisitScotland has spent a lot of time talking
to previous and potential visitors to ascertain what differentiates
us as a country. Visitor research undertaken in 2015 revealed that
the one thing that makes Scotland different to any other
destination is that it is a country that ‘stirs your soul’.
The reality is that there is no one thing that
sets us apart as a destination. It’s an accumulation of experiences
that makes us special. But these intangible emotions stirred by
Scotland are very real.
Whether it’s the magic of the landscapes or
the warmth of the people, there is a feeling that touches all who
visit or belong here – it is the Spirit of
VisitScotland has distilled this feedback and our new marketing
strategy into this brand wheel, depicting the brand’s personality,
values, purpose, essence, mission and proposition.
At the core of this is the creative narrative
that holds this all together – Scotland’s unique and emotional
point of difference. For the first time, VisitScotland has one
global brand – one incredibly strong universal identity -
While the brand is core to the delivery of our marketing,
VisitScotland is merely the guardian of Scotland’s brand. The
success of generating incremental visits to Scotland and growing
the Visitor Economy rests on how we all work together.
Download our industry eBook, a handy new
online guide to the promotion of Scotland and your business with
lots of useful tips and more information on our new marketing