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Article published 14/11/2025

As we continue our autumn and winter activity to promote the off season (October to Easter) to visitors, we’re working with Tripadvisor to target future visitors, at home and internationally.

Earlier in October, we launched our partnership activity for the UK and Europe, followed by targeted content for France and Germany.
This activity hones in on messaging which focuses specifically on boosting 2026 bookings across the Scottish experiences and accommodation sector.

Our research shows that during the planning phase of a trip, visitors visit Tripadvisor early in their research phase, approximately two to three months before booking. This presents an opportunity for us to help influence the visitor, presenting them with locations, experiences and accommodation that spark their imagination and encourage them to book.

Scotland in Season

Through our Scotland in Season campaign, we tap into the seasonal shifts through meaningful storytelling. Our ‘Scotland in Season’ messaging shows that Scotland can be embraced all year long, and particularly during the traditionally quieter months or locations.

On the Tripadvisor website, we have a dedicated Scotland content hub which provides a platform to bring our marketing content to life. Through the concepts of Scotland’s people, nature, history and culture – we will take visitors on a seamless journey; from dreaming of a Scotland trip to booking their visit, through a series of compelling storytelling marketing visuals and messaging.

Friends exploring St Andrews
Friends exploring St Andrews Cathedral. Credit: VisitScotland / Peter Dibdin

Importance of the domestic market

By promoting to the domestic market, our aim is to increase demand through promotion of year-round tourism and events focused activities and attractions. This allows us to encourage visitors to discover less-visited areas of Scotland, or to return and find new favourite places which have capacity to welcome them. During the second quarter of 2025, residents of Great Britain took 2.2 million overnight trips in Scotland, with 6.2 million nights and £747 million spend. In 2024, a total of £3.3 billion was spent on overnight visits to Scotland from Great Britain residents. 

Scotland is home to a variety of world-class attractions and experiences, and we are working to remind our domestic visitors that they don’t need to be far from home to experience the wellness benefits of a break in Scotland.

To target our domestic market, we’ll be working with Tripadvisor on an exclusive sponsored podcast episode of That’s Just Wild, exploring Scotland's nature offering. The episode will launch late 2025.

Read more about Scotland's domestic visitor market


Family exploring at Old Leckie Farm. Credit: Luigi Di Pasquale / VisitScotland

Importance of the international market

Driving sustainable, responsible growth for Scotland by building for the autumn winter period is an important factor in attracting the international markets. With increased connectivity year-round from a range of key travel hubs across the world, it’s now simpler than ever for visitors to choose Scotland as a destination – at any time of year.

In this Tripadvisor campaign, we’re working to attract visitors from across Europe, with a specific focus on France and Germany.

We’ll do this through our Scotland content hub on Tripadvisor’s website, and working with content creators. We'll work with selected creators, who have an engaged audience, to create a range of content across social media platforms. We'll also publish short audio adverts across our French and German markets on Spotify.

According to the latest International Passenger Survey (2024), Germany and France were in the top five of Scotland’s key international markets.

In 2024, Germany was Scotland’s second largest international source market, measured by number of visits, nights, and expenditure. German visitors remain a core market for Scotland, and they accounted for more than 507,000 visits and £360 million in total spend in 2024. Those who travel from Germany to Scotland are motivated to visit by our great natural beauty and vast un-spoilt landscapes. German visitors to Scotland enjoy touring our country. 

Visitors from France accounted for more than 244,000 visits and an expenditure of more than £177 million to Scotland in 2024. That same year, the French market was Scotland’s fifth largest international visitor market. Those who visit from France are motivated to visit by our vast and beautiful landscapes, and to experience and learn about our storytelling through myths and legends.  

Learn more about our international visitors

Scotland has the power to shift perspectives and promote deep transformation, making it more than just a travel destination. Every moment offers a chance to pause and develop a deeper connection to ourselves and others around us, whether it’s in tranquil saunas, under star-filled skies, in cosy cabins, on wildlife walks or islands escapes.

Whether you’re embracing Còsagach in autumn or chasing the Northern Lights in winter, Scotland’s diverse landscapes, culture and history inspire and remain with you long after your trip is over. It’s a place that's very nature encourages transformation, allowing you to tap into powerful emotions that go beyond the ordinary trip.

Our autumn winter marketing narrative

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