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Article published 21/05/2024

How we promote Scotland to the world

Scotland’s natural beauty is one of the key motivators for travel. It’s a vital element of engaging our global media contacts with content that is relevant and attractive to their audiences.

Responsible and nature-positive travel is front and centre of most editorial travel content. The key message is that travel can be a force for good if travellers focus on:

  • minimising their impact on the environment
  • effecting meaningful change

Our PR activity highlights what’s available to visitors. This helps them make responsible choices without sacrificing an enjoyable holiday. Slowing down, choosing to visit outside of peak season, staying and spending local are all important messages.

This article highlights some of the ways we've promoted key messages in our recent PR work.


We worked with key partners and ambassadors at recent media events overseas to bring Scotland’s rich natural heritage to life. Our aim was to bring journalists closer to the destination through active participation in activities.   

In late 2023, we held a Scotland media briefing in Beijing with Chinese journalists . It focused on nature and wellbeing and included an immersive, guided yoga session.

The session transported them through sight and sound to the lush, green depths of a forest in Argyll, followed by a Scottish lunch menu to further tantalise their senses. 

During Tartan Week (April 2024), we hosted key US media contacts at a Scottish lunch. This included a guided tasting and pitch from Arbikie, which brought to life their field-to-bottle agritourism business. The pitch included information about their distillery, experiences and accommodation.  

Both events generated strong, positive interest in Scotland as a destination. Press visits are now being planned on the back of these events. Nature will be a key theme built into itineraries that span the country. 


A visitor admires a waterfall in Puck's Glen in Argyll

Communication and pitching programme

We have a buoyant pitching programme, based on proactive outreach and reactive enquiries. All pitches are tailored to specific journalists or media outlets. They promote stories that highlight regional and seasonal spread and support key sectors and themes.

Our core communications programme follows the themes in our marketing calendar. We supplement this with additional releases which tap into the news agenda, key trends and major events.  

We produce and distribute a monthly pitch-bundle. This includes punchy news snippets and stories that are designed to pique the interest of the 2,500 media recipients it reaches.  

A great recent example of capitalising on a major event to promote natural Scotland is our work on “Scotland’s Travel Guide for Swifties”. It called on all Taylor Swift fans in Scotland for June concerts to stay longer and explore more widely.

Read the full release on


The crowd at the TRNSMT Festival

Media visits

We run a rolling programme of media visits to allow journalists to experience Scotland first-hand. Through this programme, we raise awareness of Scotland through inspirational and authentic storytelling to their readers – our potential visitors.

Recent press visit work

National Geographic (UK) produced a 10-page spread following a press trip for editor Helen Ochyra, spotlighting wildlife and conservation (she even planted her own tree).

The article mentions the COAST Discovery Centre for Marine wildlife conservation, and the UNESCO bid for Arran Geopark, as well as other Scottish islands.

The Independent (UK) visited Arran recently, again. They visited COAST Discovery Centre, but focused the article more on Arran as a top holiday destination.

A successful pitch on birdwatching and conservation retreats also secured coverage in The Times (UK) .

Perthshire was the destination for a group press trip in April (three German, two French and one Australian journalist). This included a walk to the beautiful Hermitage as well as a boat trip on Loch Tay, where the group was able to spot a pair of ospreys.

In March 2024, our US team hosted journalists in the South of Scotland for a press trip "Scotland’s Icons in Lesser Known Locations", incorporating:

  • agritourism experiences at Kitchen Coos & Ewes
  • stargazing exploration at GlenApp Castle
  • stops enroute at scenic spots such as the Grey Mare’s Tail

In March 2024, three Chinese journalists were hosted on a group press trip with the following experiences showcasing Scotland’s natural beauty:

  • seabird watching off Dunbar's shores, where they spotted puffins
  • getting up close to Highland coos and feeding baby goats in Jedburgh
  • falconry at Loch Lomond
  • foraging in Stirlingshire

Future press visit work

 A pitch on Wildlife wellness included dolphins and whales in Shetland. This has secured The Scotsman (UK) coming to visit in June.

Le Monde (France) will visit Scotland in early June to write about the West Highland Line, travelling only by train for the whole trip. Other elements include:

  • exploring the west coast of Scotland by boat on Loch Lomond
  • climbing up Ben Nevis with a certified guide
  • exploring Mallaig and its wildlife

Two para-influencers from Wheeled World (France) will do a series of sporting activities in nature. These include canoeing and archery at Loch Lomond and accessible hiking. This trip is organised in partnership with VisitBritain.

Influential Spanish publication Viajar magazine will follow a nature and wildlife themed itinerary in Orkney this June. Visiting journalist Luis Davilla is very well known in Spain. His articles are expected to reach around 300,000 travel-ready readers.

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