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Article published 17/06/2025

Going beyond destination marketing

Storytelling is integral to marketing. The two go hand-in-hand. Great storytelling communicates a powerful brand narrative, one that connects audiences with products and experiences. 

Marketing is no longer about creating content and broadcasting that through paid for media. Insights show audiences often place greater trust in the lived experiences of others, and from sources they can identify with.

Word-of-mouth remains the greatest influence on travel inspiration. Visitors increasingly seek peer-led, personal recommendations and stories that bring destinations to life.

An endorsement of any product and service from someone you know, and trust, is the most influential and effective form of marketing there is.

 

A focus of our new marketing strategy is to build and support a network of storytellers who can help bring to life the richness of Scotland in their own authentic and inspiring way. Something we know connects more deeply with our audiences.

We’ll take a combined approach, producing content in-house based on insights, while also curating stories from trusted external voices. This allows us to communicate with relevance, creativity, and authenticity across every channel.

Now’s the time to bring our collective strengths together to promote Scotland on a global stage and stand out from the competition.

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Our storytellers

Partnership working is at the heart of all that we do. Working together with the public and private sectors, and the industry itself, we can continue to make Scotland a destination of choice for visitors from near and far. 

We want to share Scotland’s story through the voices of those who know it firsthand. By focusing on emotional, lived experiences, we’ll show what Scotland feels like rather than just describe it. Our marketing will highlight visitor stories, local insights, and the lasting impact the country has on those who experience it.

Storytellers could be:

  • Locals such as Scottish tourism and event businesses and communities

    • who know their regions and can bring them to life through genuine stories

  • Visitors to Scotland

    • who share personal experiences, emotional moments and amplify content, helping others see how Scotland can transform and inspire

  • Influencers and content creators

    • who provide immersive, personal storytelling including collaborations with authentic voices whose values align with ours, and who can bring a fresh perspective

  • Earned media and travel press and journalists

    • who create rich, long-form content with emotional depth, focusing on real experiences and a strong sense of place

  • Intermediaries and travel trade

    • who develop aligned messaging by equipping them with toolkits and stories that position Scotland as a sustainable, wellbeing destination, not just scenic beauty

  • Paid media partners

    • who offer platforms that can help develop content tailored to their audiences. Media investment will go beyond standard ads, focusing on storytelling that feels personal, emotional, and meaningful

Every person, every community is an advocate and an ambassador for Scotland, their region, their locale.

Building a network of storytellers for a destination is about finding the right voices, giving them a reason to care, and helping them share authentic stories that resonate.

Storytelling in action

Working with influencers is a fantastic way to reach new audiences through authentic and unique storytelling.

We've collaborated with a number of storytellers across our channels including Instagram, YouTube, TikTok and blogs, as well as working with targeted global media to showcase Scotland and everything it has to offer.

Here are some recent examples:

What’s your story? Get involved

  • Know who you’re talking to

    Understanding your audience is the first step to creating content that connects. Take the time to learn what your visitors care about – what inspires them, what are they searching for, and what kind of experiences they value.

    Then, ask yourself: what’s my story, and why would it matter to them? Build your message around their interests, and you’ll give them a reason to visit, return, and share their experience.

    Read more on understanding your customers on our Business Support Hub website.

  • Make storytelling work for you

    Scotland is full of rich, emotional stories – yours included. The people behind your business, the journey you’ve taken, and the experiences you offer all contribute to something meaningful.

    Think about the emotional benefits of what you offer. Is it escape? Connection? Discovery? Tell the story of how your business started, highlight the people behind the scenes, and showcase what makes your business or product special. Share stories which epitomise what Scotland means to you and your team. Ask your visitors to share their own stories too, they’re some of your most powerful advocates.

    Get advice on creating good content on our Business Support Hub website.

  • A picture speaks a thousand words

    Photos and videos are often more powerful than words. Use them to bring your story to life, whether it’s behind-the-scenes moments, little-known experiences, or the natural beauty surrounding your business.

    Don’t underestimate the impact of inspiring and engaging video and imagery. They can drive clicks, bookings, and shares across your website and social channels. Need a hand? Our media toolkit includes free photo and video content you can use to inspire and engage your audience.

    Browse our media toolkit.

  • Use clear and consistent messages

    Good storytelling doesn’t mean saying more, it means saying what matters. Focus on one or two key messages in each piece of content. What do you most want people to remember or act on?

    Think like your audience. What would they search for? What do they want to know? Use keywords that reflect your offering and local area, and always keep your content fresh, useful, and uniquely yours.

    Get advice on creating good content on our Business Support Hub website.

  • Choose the right channels

    There are lots of options to tell the story of your business. Different platforms suit different stories. Instagram and Facebook are great for immersive content, mixing photos, video, and captions to create engaging narratives. Short videos or reels work well for showing experiences in action.

    Think about where your customers spend their time and how they like to interact. Then match your content to the platform that suits both your message and your audience.

    Read our tips on how to manage and improve your social media presence.

  • Connect with our marketing

    Align with our marketing activity throughout the year to get the greatest reach. Our marketing calendar for 2025 shows our key messages and authentic experiences for each season. We review marketing trends on a regular basis, so keep an eye out for any updates throughout the year. 

    Take a look at our marketing calendar for 2025 and see where your offering best fits.

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