The popularity of our own social media channels shows that there is a real appetite for incredible imagery, authentic experiences, and a first-hand perspective of what a visit to Scotland feels like.
With consumers putting a greater emphasis on social media for planning and booking holidays, we’re launching our very own Content Creator Network for our channels.
The Content Creator Network will build and curate a network of passionate and engaging storytellers to work with us.
They will help bring Scotland’s landscapes, people, and experiences to life by producing authentic, high-quality content for our social media channels, complementing the ongoing work we do with influencers.
We want our social media audiences to rediscover familiar places with fresh eyes, uncover places they have never experienced, and celebrate the country’s diverse local culture across our destinations.
In doing so, we can ensure that people and places right across the country all feel the wide-ranging benefits of tourism and events.
Somewhere Wilder, Nomadic Road Trip, Isle of Mull. Credit VisitScotland / Frida Berg
Data and insight show that the way people get their travel inspiration has changed dramatically. Social media is now one of the main ways people find and research destinations, experiences, and products.
With 4.3 million followers across our social media platforms, we use these platforms to drive demand, support the industry, and grow the visitor economy in Scotland.
Social media is a great way to share fun and engaging content to promote destinations and experiences. First-hand storytelling is also an effective way to guide visitor decision-making, encouraging our visitors to explore more widely and discover more of Scotland.
We want to make sure Scotland’s unique and authentic human stories and voices, from across the regions, have a strong and lively presence on our channels.
59%
of travellers said YouTube content positively influenced their plans.
66% and 65%
of Gen Z and Millennials respectively turn to influencers and social media for inspiration.
Top trust drivers
are "authenticity" (52%), "transparency" (46%), and "clarity" (45%).
34%
say inclusive and representative storytelling makes them trust a travel brand more.
*Expedia Group Advertising global survey of more than 7,000 respondents. Conducted in July and August 2025.
Local creators who provide authentic, regional perspectives through stills and b-roll.
They capture everyday Scotland providing the foundation for relatable, place-based content.
Creators who produce short-form video and edited packages for VisitScotland’s channels.
Their work focuses on narrative-driven storytelling, connecting audiences to Scotland’s people, culture, and experiences.
Creators who are commissioned for longer-form, higher-production features, such as YouTube.
To be truly authentic and be fully part of wider conversations about Scotland, our Content Creator Network will sit alongside User-Generated Content.
UGC complements content creator activity, providing spontaneous moments that demonstrate real people enjoying authentic experiences.
If you know a talented creator in your area, please let them know about our Content Creator Network and encourage them to register. We’re also always looking for great storytellers who love Scotland’s hospitality, places, and history.