Skip to main content
Visit Scotland | Alba

Now that the First Minister has set out how and when current Coronavirus (COVID-19) restrictions will be lifted over the next few months, 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

Insights driven

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 at the heart of our activity

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.

Our marketing campaign activity in Scotland / UK & Ireland

Scotland will be the first market to recover and through our domestic marketing campaign we are focusing on responsible tourism with the key message of ‘Let’s keep Scotland special’, building national pride to protect Scotland now and for future generations.   

Our activity in the UK & Ireland is about increasing consideration of Scotland, managing consumer expectations by providing timely information to inspire and help prospective visitors prepare for a Scotland trip when the time is right. 

Our market and marketing campaign activity in the international markets

It is key we continue to keep Scotland top of mind in all our key international markets. We are currently having light touch brand / awareness activity targeting consumers directly and are putting greater emphasis on working with travel intermediaries in the international markets to help them sell Scotland for later in 2021 and 2022. However, we will be ready to capitalise on relevant opportunities when time is right. 

Overall objectives 

  • Keep Scotland top of mind when considering first overseas vacation; 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

Further support of our campaign work

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.  

Get involved

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:

  • Marketing with us

    From a free web listing on our global website to working in partnership with us, find out how you can reach your target markets on our Marketing with us page 

  • Press trips

    We are keen to create a community of businesses who would be interested in working with us to provide complimentary stays, visits and activities. Visit our press trips page to find out more. 

  • Influencer programmes

    In line with our marketing activity, we invite content creators and influencers from around the world to apply to work with us. Find out more on our influencer programme page

  • iCentre advertising

    Showcasing your business in one of our VisitScotland iCentres is a great way to reach more visitors. Find the full details on our iCentre advertising page

  • Consumer publications

    Visit our consumer publications page to find out more about how you can promote your business in various consumer publications. 

Get in touch

You can contact us directly on the following channels: