The Scotland Brand

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 Scotland.

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 - Our spirit.


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 campaign.

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