Visit Scotland | Alba

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Our always-on marketing complements our consumer campaigns and intermediary activity. It reinforces our brand voice and proposition with "heartbeat" activity throughout the entire year.

It prioritises performance-based techniques to regularly engage audiences, meeting their needs. It does so with content and by nudging them through the customer journey from awareness to consideration and planning.

This type of activity targets micro-moments of online behaviour. For example, when consumers search on the web, view content from their favourite influencer, or an article link catches their eye.

In this article:

Our channels key statistics

Over 211 million

People reached through global organic social reach

Over 8 million

People who use visitscotland.com annually

1 million

Clicks from business web listings to their own websites

28 million emails

Sent by us to consumers each year

Source: VisitScotland 2023-24

Content marketing activity

Our marketing calendar for 2025 shows our monthly spotlight themes and key messages. These have been informed by global seasonal trends and user interests. These overarching themes create aligned messaging across our global digital channels, including:

  • www.visitscotland.com in six languages

  • social media channels

  • influencer marketing

  • email marketing to our consumer database

This provides a mix of inspiration and planning information to engage our audiences.

We seek to influence future trip plans by:

  • showcasing the best of tourism and events experiences from across Scotland
  • using the power of advocacy by sharing real, authentic experiences

Find out more about our marketing calendar on our Business Support Hub.

Gallery item 0 Tour guide tales Gallery item 1 Scotland: Explained Gallery item 2 Single Shot Scotland Gallery item 3 Meet the maker Gallery item 4 A guide to motorhoming in Scotland

Multimedia

Our media toolkit is continually refreshed, as our Multimedia Team capture new imagery and video content. These offer a suite of assets that showcase a breadth of people and experiences across Scotland.

Search and browse free resources to promote Scotland on our media toolkit.

PR activity

Our Global PR Team's activities vary across the year, they include:

  • producing fortnightly, proactive media bundles tailored for key target markets

  • running a series of media pitches to A-list and specialist titles, press releases, and news blasts (this includes key media moments and events)

  • lead on a programme of face-to-face engagement and events

  • conduct a rolling programme of press visits to provide media contacts with a firsthand experience of Scotland

Find out more about working with our press team on our Business Support Hub.

Want to see our latest activity?

Join us on social media to see our year-round activities, you can find us on: 

Related links

Market development

Attracting inbound leisure, business and corporate travel through a mix of strategic marketing, intermediary, partner and media relations activities.

About our visitors

Find out who visits Scotland, what they're interested in, and what they're looking for.