Exploring Scotland's regions with Metro

This autumn and winter, our marketing activity is all about driving visitor demand and showcasing Scotland as a welcoming, responsible and effortlessly accessible destination that offers something special for every kind of visitor.

From invigorating adventures to peaceful retreats, our content is designed to spark inspiration and encourage visitors to escape to Scotland for once in a lifetime experiences.  

As part of this activity, we are partnering with Metro (part of the Mail Metro Media Group) to target its UK audience across its various publications and channels.  

Wellbeing continues to be a key driver for travel and there is an ever-increasing desire from visitors to escape busy lifestyles and have a digital detox – this helped shape our activity with Metro, creating content that will inspire visitors to escape to Scotland this autumn and winter.  

Scotland looks good and feels good

To influence Metro’s audience (over 20 million people in the UK every month) to consider Scotland for an autumn or winter holiday, the partnership activity includes: 

• inspiring articles in Metro’s weekly YOU magazine 

• videos shared across Metro’s social channels  

• a VisitScotland takeover on the Metro app for Burns night, due to go live in January 2026  

• an interactive map on the Metro website suggesting different visitor experiences across every region of Scotland

Research shows that one in two Metro readers are interested in themed holidays, in particular wellness and food-focused holidays. To make sure we were reaching this audience with the right content, the campaign focuses on three core themes - experiences that can: 

• energise the soul 

• feed the soul 

• soothe the soul  

All of this activity includes captivating imagery and pre-loved itineraries that directs users to an interactive map where they can find inspiration for their own Scotland itineraries.  

We're on the map

An important goal within our autumn and winter marketing activity is to encourage visitors to lesser-known regions in Scotland, helping them discover their favourite new places whilst supporting communities who are ready to welcome new visitors. 

The interactive map included in the Metro activity is an exciting feature that helps towards this goal. Covering every region from Shetland to the Scottish Borders, each area of the map features authentic visitor experiences from seaside saunas to ceilidh dancing, to award-winning restaurants and distilleries.

Users are able to filter and save their favourites, based on whether they want to enjoy foodie, adventure or relaxing experiences and craft their own personalised itineraries for their escape to Scotland.  

Take a look yourself on the Metro website and create your own itinerary of "good for the soul" experiences.

A screenshot of the Metro interactive map of Scotland