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Visit Scotland | Alba
Article published 12/02/2024

Global PR plays a crucial role in driving visits to Scotland all year round and in ensuring regional spread across the country.

We work with targeted media in key markets, the UK, United States, France, and Germany. Our message promotes that, throughout the year, all regions in Scotland have something to entice the visitor.

Our PR activity complements our paid media (advertising). This ensures Scotland stays on the mind of potential visitors.

Reaching the right audience

During the 2023-2024 period, we have worked to re-shape our target media lists in each key market to deliver the best value and most relevant coverage. This includes working with highly regarded travel and lifestyle publications and programmes, with a large following of relevant prospective visitors.

We're working with those we believe will deliver the right kind of visitor. Those who will:

  • stay longer and slow down to engage with local communities
  • show concern for the local environment
  • spend more in local businesses


These visitors are more likely to explore lesser-known areas and travel outside the summer months. When they feel a connection to Scotland in this way, they are more likely to then demonstrate loyalty and advocacy too.

Taking this approach increases the likelihood that our messages are picked up and Scotland stands out in an extremely competitive post-COVID landscape.

How Scotland stands out in a crowded market

Our activity is made up of a variety of integrated tactics from media one-to-ones and events in market, to media visits and communications.

We send our monthly communication "bundles" to approximately 2,500 media outlets across key markets worldwide.

So far this year (2023-2024), we've stimulated interest in key themes such as:

  • autumn outdoor adventures

  • winter warmers

  • festivals

  • island spring breaks


Screengrab of the 25 best things to do in ScotlandScreengrab of the 25 best things to do in Scotland in Travel + Leisure

Our outreach to key markets

We reach out to our key markets through nurturing relationships by either:

  • pitching and positioning our messages
  • introducing journalists to relevant Scottish businesses and products

Our own outreach

"What’s New for Scotland in 2024" is a core piece of work delivered in November of each year. It taps into the media’s desire for new and exciting tourism stories and experiences. 

The latest edition featured the following across the country and throughout the year:

  • new openings
  • places to stay
  • events
  • experiences

There was immediate pick up in the UK press (The Telegraph, Time Out, The I, Daily Mail, Daily Record, and The Independent) with stories such as:

  • Stirling’s 900th anniversary

  • the revamp of Perth Museum

  • Galloway Forest Park

  • Tweed Valley Trains

  • The Scottish Crannog Centre

Our UK media pitch around winter snow-themed adventures was well-received. It was picked up by The Telegraph’s weekend travel supplement.

Take a look at our "what's new for Scotland" media update.

Partnering up with journalists

Through our rolling press visit programme, we’ve welcomed more than 140 journalists to Scotland this fiscal year.

80% of these visits have taken place outside the summer months. And our media contacts have explored every region covering a wide range of key themes and messages around:

  • accommodation
  • experiences and activities
  • food and drink experiences
  • modes of transport
  • stories from passionate ambassadors for Scottish tourism

We want to hear from you

You can get involved in our media activity. If you offer products and experiences that are unique to a particular season, please do share them with us. In the months ahead we're looking for great stories from eco-friendly tourism businesses, on:

  • regenerative travel
  • wild wellness
  • unique golf experiences
  • female owned and led businesses

If you have a good story to tell we’d be delighted to share it with our contacts through pitching, communications and press visit programme.

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