Marketing: response to coronavirus (COVID-19)

We're now all beyond level zero and therefore out of the levels framework, almost all COVID-19 restrictions have been removed for businesses and individuals. Our job is to:   

• Help Scottish tourism recover as quickly as possible in a responsible way
• Mobilise an agile approach to encourage visits from those markets recovering earliest
• Prioritise value recovery over volume
• Showcase the diverse and wide range of Only in Scotland experiences / outdoor and responsible Scottish tourism products
• Inspire visitors to support communities and love local by experiencing, shopping, eating and drinking locally on their travels

Crucially, insights inform our marketing communications and our underpinning themes will be linked to:  

• Wellness 
• Escape 
• Back to nature 
• Slow tourism 
• Touring – off the beaten track 
• Workcations 
• Last minute breaks 
• Supporting local  

Responsible tourism sits at the heart of our marketing output with our short-term focus being on those markets which will deliver speedy recovery for the tourism economy whilst supporting medium term growth from key markets.

Our recent activity has included digital advertisements (ads) on YouTube and Teads, paid social video ads, Facebook re-engagement activity, radio adverts, influencer engagement, billboards and tactical out of home activity. All this activity across these multiple channels is aimed to inspire those living in Scotland to enjoy and travel Scotland responsibly.

We’re currently working on our summer plans which will include further activity targeting the domestic (Scotland based) audience with responsible tourism messaging. Meanwhile, our wider UK and Ireland activity will focus around the themes of days out, short breaks, family/gatherings, city breaks and wellbeing.

Following the success of our summer ‘Now is Your Time’ campaign in the UK, our new global campaign ‘Scotland is Calling’ has launched (30 September) encouraging all Scots and UK residents to visit a new part of Scotland. The Scottish and UK activity will focus more on lesser  known experiences, inspiring our domestic market to explore new areas of Scotland.

As rules for international travel begin to ease across our key markets, and potential visitors start to think about their next international holiday, many international destinations will be vying for attention. It's critical that we keep Scotland top of mind for potential visitors, so we are launching our new global 'Scotland is Calling' campaign today (30 September). 

A series of inspirational films will highlight 'Only in Scotland' and responsible tourism experiences that can be enjoyed in Scotland, targeted to the different markets using a combination of icons (castles and stunning scenery) and new product / responsible tourism experiences (e.g. Johnnie Walker Experience, e-bikes in the Angus Glens). These films will be shared through digital media and paid social activity in our key international markets to raise awareness of Scotland. This will be supported by high profile activity at key planning and booking times for the different markets, with an ongoing programme of activity with our key travel and intermediary partners.   

Overall objectives  

• Keep Scotland top of mind when considering first overseas holiday; stimulate demand by informing, reassuring and inspiring visitors to consider Scotland post-COVID-19 and post-Brexit. 

• Encourage bookings from summer / autumn 2021 in 2022, or in line with restrictions easing.  

• Work with transport partners to support return of direct access routes. 

• Support intermediaries to re-gain capacity with timely information and inspiration.

• Work with strategic partners to maximise opportunities.

We will continue to invest in updating and optimising our own channels based on consumer and industry insight and partnership working with destinations and sectors.

This includes our website, social media channels, global email programme, PR activity and relationship building activity with travel intermediaries in all our key markets. We are currently working on developing a new Scotland Education programme for Tour Operators and Travel Agents.

Our Travel Trade Event Scotland Reconnect 2021 took place at the end of April and saw over 7,000 pre-arranged business meetings take place over three days.

Almost 390 buyers from 26 countries connected online with almost 300 Scottish suppliers for business meetings aimed at booking and creating tour packages for future visitors. This year welcomed 41 new buyers and 61 new exhibitors, who were attending one of our travel trade events for the first time.  

Around 600 delegates attended each day and took part in 1-2-1 meetings, as well as round table discussions on the latest issues affecting world travel and tourism. Buyers from the US, Canada, Germany, France, Italy, Spain, the Netherlands, Scandinavia, Australia and Brazil all attended the virtual event, in addition to London-based inbound operators representing the Japanese and Chinese markets. 

A total of 17 regional Destination Management Organisations attended and there were 12 regional destination showcases, including Tay Region, South of Scotland, Argyll & Isles, Ayrshire & Arran, VisitCairngorms, Destination Orkney and Visit Moray Speyside.  

We want to work with you, our businesses, destinations and communities to ensure that visitors and locals can have a fantastic experience when tourism begins to recover. 

Here is how to get involved:

You can contact us directly on the following channels: 

• Contact business advice team: business.advice@visitscotland.com  

• Sharing virtual tours or web cams: content@visitscotland.com  

• Information on new experiences you’re developing: marketing@visitscotland.com  

• Advice regarding insights: research@visitscotland.com