Going beyond destination marketing
Our approach to consumer marketing continues to be incredibly effective with an average return on investment of £18 for every marketing pound spent. Our marketing strategy for 2025-26 builds on what we've learned so far, using the latest market insight and data to help support the ambitions of our corporate plan.
Our strategy is designed to adapt to changing market conditions, shifts in consumer behaviour, and new technology, helping us remain competitive and effective in promoting Scotland. Our marketing activity will focus on driving domestic and global demand for sustainable travel experiences in Scotland, encouraging year-round travel to support regional and seasonal spread.
This month’s enewsletter focuses on our marketing, with an introduction to the strategy, our key markets and overall approach. Through this work, we aim to grow the value of tourism and events positioning Scotland as a must visit, must return, year-round destination.
Our work generates in-year returns for Scotland’s economy which benefits a wide range of sectors and communities across the country, creating better places for people to live, work and visit. You can read more in the latest edition of the Tourism Insider.
Vicki Miller, Chief Executive, VisitScotland
