Global marketing campaigns | May 2024
The focus of our global marketing campaigns is to move travellers from thinking about a trip or looking at destinations, to inspiration, and ultimately to booking.
We also want to inspire people to consider how their visit can best benefit themselves, the places they visit, and the people they meet.
Our work starts with getting Scotland front-of-mind. We showcase the enriching experiences on offer, epitomised by our natural environment and heritage. According to the Nation Brands Index 2023, a “country’s natural beauty is the most important reputational aspect driving the desire to visit a nation”.
Read the Nation Brands Index 2023 on Ipsos.com.
Scotland features a diverse mix of iconic, wild and spectacular landscapes. These consistently come out as a key motivator to visit, as highlighted in our latest visitor survey. And, with a wealth of outdoor and cultural experiences to enjoy, there’s something to suit everyone, across every region and season.
Browse our latest visitor survey data.
Our marketing seeks to influence responsible travel behaviours. We want to encourage visitors to slow down and really embrace the rejuvenating quality of a trip to Scotland by:
- highlighting local experiences and flavours
- uncovering places that are “off the beaten track”
- encouraging connection with our communities
- recommending more sustainable transport modes