Bringing Scotland to life through each season of the year

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.

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