VisitScotland has won four awards in a new annual list by one of the world’s largest social travel guides.
Tripscout has released its first winners of its Most Engaging Destinations Awards, which celebrate almost 60 countries, regions and city/local destinations around the world for their own work and success in social media.
Scotland won:
Trendiest Region on Social in Europe
Trendiest Region on Social in the UK
Most Engaging Region on Social in Europe
Most Engaging Region on Social in the UK
As part of its Social IQ data analysis, Tripscout follows the social media performance, growth and engagement for every destination marketing organisation globally - down to the individual post. The award list is then determined by performance algorithm over the calendar year 2025, with no editorial interference.
The award is split into two categories: Trendiest, which celebrates the highest rate of growth in terms of followers, and Most Engaging, celebrating destinations that have social channels with the highest rate of overall post engagement.
According to Tripscout, based on total likes from official DMO accounts in 2025, Scotland led the region/state category in Trendiest Region on Social in Europe with 3,104,772 total likes, showing strong global interest in its landscapes and culture.
Social media is such an important channel for us to inspire visitors at that early planning stage, sharing the story of Scotland’s people, places and experiences in a way that builds emotional connections.
Accolades like this are a fantastic reminder of the strong interest there is in Scotland as a destination, and well as the role social media plays in driving that demand.
This particular award is also recognition of the excellent work that our social media team do every day to make sure that Scotland is front of mind on the channels we know our visitors use.
This is key part of our market development work to drive the visitor economy, promoting Scotland as a must-visit, must return destination.
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