VisitScotland has unveiled a multi-million-pound marketing push designed to strengthen Scotland’s visitor economy by encouraging travel across all seasons and regions.
Supported by £2 million in additional funding from the Scottish Government, the activity will target both international and domestic audiences, with a renewed focus on inspiring UK visitors to explore more of Scotland throughout the year.
It comes as the latest figures show that the domestic tourism market in Scotland remains unpredictable, with travel decisions closely tied to visitors’ disposable income.
The UK continues to be a vital market, not only for visitor numbers and spending, but for the resilience and sustainability it brings to the sector and wider economy. UK visitors are more likely to travel year-round and explore different parts of the country, helping to support local businesses and communities.
In an effort to inspire domestic audiences, VisitScotland will work in partnership with companies including Tripadvisor, Expedia, LNER, Avanti, Historic Environment Scotland, Channel 4, and Caledonian Sleeper as well as influencers and media platforms.
A range of destinations, from city breaks to rural island getaways, will be included as well as showcasing a wide variety of experiences to suit all budgets. The drive aims to reach visitors earlier in their planning journey and encourage travel beyond peak seasons.
In addition to revitalising domestic tourism, VisitScotland’s marketing strategy supports continued international growth following a record-breaking 2024. Dedicated funding will enhance direct connectivity to Scotland, helping build demand for off-season breaks from overseas visitors and drive interest to travel to Scotland in 2026 and beyond.
This includes collaboration with airlines and travel companies to promote Scotland routes during autumn and winter, and support for new direct air links from international markets. A particular focus will be placed on Germany, following increased visits and spending in 2024, making it Scotland’s second-largest international market after the United States.
Using the latest data and insight, which shows that wellness remains one of the top reasons for travelling, VisitScotland’s marketing approach over the coming year will spotlight the country’s unique strengths including its natural beauty, authentic experiences and warm hospitality to show how a trip to Scotland feeds the mind, body, and soul.
It has also worked closely with destination partners to identify areas of the country which might have additional capacity to welcome more visitors.
The national tourism and events organisation holds ambitions to build a network of storytellers – through local voices, businesses, communities and visitors– who can share their personal experiences of Scotland.
As part of the marketing strategy VisitScotland's business support programme will continue to work with industry to ensure products and experiences are visible, travel trade ready and meeting consumer demands.
Earlier this year, VisitScotland launched its new corporate plan, which outlined four priority areas for the next three years to help achieve its vision to create better places to live, work and visit.
These include a focus on place development, market development, business and experience development, and organisation development.
Business Minister Richard Lochhead said: “Tourism brings around £11 billion in visitor spend to Scotland – but there is so much more visitors can discover by seeking out our country’s hidden gems. Promoting lesser-known beauty spots and attractions will help bring the benefits of this booming industry to a wider range of communities – boosting local economies.
“As well as achieving this, our £2 million investment will enable VisitScotland to continue working with airlines and airports to grow Scotland’s connections across the world.
“Our ambition is for Scotland to become a world leader in 21st century tourism, and this sort of partnership working is another step closer to that goal.”
Jill Walker, VisitScotland Director of Marketing, said: “Our market development work is integral to delivering our ambition to grow the value of the visitor economy in Scotland.
“We are focusing on markets that offer the greatest potential for growth of the right sort of visitor. Every £1 we spend in marketing delivers a return of £18 for the Scottish economy, a testament to the impact of our collective work.
“With our expertise, our relationships and our influence, we can inspire visitors to discover different places in Scotland and travel at different times of the year. Using the channels we know our visitors use we will encourage them to stay longer and spend more in our communities. This in turn helps make Scotland a better place to visit, work, do business, study and live.
“As part of our marketing strategy we are asking everyone in Scotland’s tourism and events industry to work together to share Scotland’s story. By joining forces, we can reach more people, attract more visitors, and make a bigger impact than we could individually. Together, we can shape a more resilient, inclusive, and sustainable future for Scottish tourism.”
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