Scotland is a unique destination with lots for visitors to explore and we have a variety of content which helps capture their imagination and inspire where and when they visit.
Our content is designed to inspire but it can also be an informative tool. This helps us to engage with visitors in a way that also encourages behaviours which are safe, considered and mindful of the natural environment.
Article published 24/07/2025
Travel and planning with visitscotland.com
The focus of our consumer website, visitscotland.com, is to invite future visitors to begin their Scotland story.
Our dedicated ‘Travel and planning’ section is filled with a wealth of important and useful content which enables visitors to make informed decisions about their trip to Scotland.
We want visitors to find joy in experiencing all that’s unique about Scotland but, it’s also important that we make them aware of practical advice and tips, to ensure they experience Scotland mindfully and safely.
Drive on the left campaign
A practical example of this content in action is our promotion of ‘drive on the left’ activity. The 2024 International Passenger Survey (IPS) by the Office of National Statistics showed over four million international visitors came to Scotland last year, staying for 30.8 million nights and spending £3.9 billion overall.
As a country which drives on the left, this messaging is crucial to our high volumes of international visitors who are used to driving on the right-hand side of the roads. Given that our driving rules and laws in Scotland are very different to those our international visitors may be accustomed to, it’s important that we regularly remind them of information that’s crucial for their enjoyment and safety in Scotland. Take a look at our driving information page on visitscotland.com.
From methods of travel, when to visit, driving in Scotland, eco-travel, accessible travel, outdoor safety advice and more – it’s important to provide information which helps visitors understand where, when and how to travel around Scotland.
A family driving the South West 300 route.Credit: VisitScotland/CutMedia
Sharing our content and messaging
With more than 3.5 million followers across our social media platforms, this is a natural fit for promoting important visitor information in an accessible way for those who are aspiring to visit Scotland.
YouTube in particular, is an ideal channel for us to use video content to share important messages and travel tips, And through new styles of video content, we share these messages using friendly Scottish hosts, voices and humour to engage our visitors.
For example, our Scotland guides playlist has 13 informational videos on a broad range of topics including:
- Driving
- Motorhoming
- Camping
- Safe travels
- Weekend breaks
- Railways
- Scotland’s cities
- Accommodation
- Food and drink
- Events and festivals
- Island hopping
- Road trips
The intent of these videos is to share a quick overview of any rules, laws and etiquette accompanied by tips to help visitors make the most of their trip.
Take a look at the full Scotland Guides playlist on our YouTube channel.
Two women admire exhibit at The Burrell Collection, Glasgow. Credit: VisitScotland / Kate Abbey
“Don’t forget to bring your registration and ownership documents, proof of insurance. You must have at least third-party insurance cover… and some well-chosen music that will forever remind you of this trip. The playlist part isn’t a legal requirement, but it should be.”
“It goes without saying you need to choose the right car, right pals and the right soundtrack. Once that’s sorted – follow these steps for the trip of a lifetime…”
Where appropriate, we have the opportunity to sprinkle our messaging with Scottish humour and tone, which captures the attention of viewers and gives a personal Scottish touch to the style of content. This also continues the brand tone of voice people are familiar with across our channels.
Take a look at the full Scotland Guides playlist on our YouTube channel.
Building a community of storytellers
The way that future visitors research and plan trips has changed with the evolution of social media and we’ve adapted our content to keep Scotland at the top of their ‘must-see’ list.
On our YouTube channel, we’ve been creating new styles of content to showcase all Scotland has to offer – through the eyes and cameras of our community of storytellers.
In our Guide to Hillwalking video, we worked with creator @talesbyJosh, inviting visitors to re-connect and recharge in Scotland’s wild beauty. Our team’s wealth of experience across a number of visual disciplines (qualified drone pilots, photographers, videographers, animators) all contribute to content which creatively captures the imagination, whilst sharing how to make the most of the outdoors, plan ahead and stay safe.
Our new-style content also includes a new vlog-style series “How to Scotland | Travel Series.” The videos dive into different locations in Scotland, but from the perspective of locals as they visit and explore some of their favourite places.
The first videos explore our two biggest cities - Glasgow and Edinburgh - with further videos including in a 'Roadtrip through the Highlands' and 'Things to do in Cairngorms and Speyside' coming soon.
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