Reaching visitors where it matters most
Our work in market development plays a vital role in growing the value of Scotland’s visitor economy. In 2024/25 our activity delivered strong results, with a return of investment rising to £18:1 from £11:1 previously. Our new marketing approach builds on what we know works and uses the latest insights on consumer behaviour and travel planning. This will ensure we continue to deliver impact and return.
We know where audiences spend their time online and how they make decisions. That’s why this year we’re adapting our activity with new media tactics, immersive partnerships, and a stronger focus on authentic storytelling. Our aim is to connect with visitors earlier in their journey, on the channels that influence where they go, when they come, and what they do.
We want to work closely with industry to identify areas for promotion, encouraging visitors to explore the diversity of Scotland’s experiences. When we work together, our impact grows. People listen, and Scotland stands out. Find more on this, along with our recent activities and the latest industry news, in this month’s Tourism Insider.
Vicki Miller, Chief Executive, VisitScotland
Image: Vicki Miller, Chief Executive, VisitScotland