UK & Ireland Marketing Strategy

The 'home market' has always been of great importance for tourism in Scotland: 83% of all tourism trips to Scotland originate from the UK (2009).

The UK remains our biggest market in terms of volume of visitors (12.5 million) and value (£2.7 billion).

With this in mind, we market Scotland as a strong destination brand to the domestic holiday market, basing its strategy on wide-ranging and detailed consumer information - its 'consumer segmentation model'.

VisitScotland's UK Marketing campaigns focus on offering attractive products for the expanding short breaks market and also for the need to extend the tourism season. 

The UK campaigns are based around three main themes:

• Winter White
• Autumn Moments
• Perfect Day

In order to turn the VisitScotland Brand into reality visitors need to be given a clear reason to come to Scotland now - to turn Scotland from a 'might see one day' to a 'must experience as soon as possible' destination.

To achieve this, we identify what people are specially interested in doing while on their visit and promote Scotland accordingly to these interests, highlighting events, the best time of year for these interests and added value offers from relevant tourism businesses, so that people are prompted to visit now.

These interests have been grouped together in our 'Product Portfolio':

• Accessibility
• Terms and Conditions
• Privacy Policy
• Acceptable Use Policy
• Help
• Site Map
• Contact