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Our spotlight themes for 2024

Our marketing calendar for 2024 shows our key messages and authentic experiences for each season. We aim to promote these on:

  • our social media channels
  • our influencer marketing programmes
  • our email marketing programmes

We review marketing trends on a regular basis, so keep an eye out for any updates throughout the year.

Our marketing calendar 2023 - 2024

Published October 2023

Download VisitScotland's full marketing calendar from winter 2023 through to autumn 2024.

Get involved with our marketing activity

We're calling on partners to help us create a customer experience for our marketing audiences.

Are there specific locations, attractions, or businesses that we could feature to help tell great stories? We'll look for opportunities to include these in our marketing.

If you could share high quality images and videos with us, we could include these in the short-listing for potential promotion.

We're always on the lookout for exciting and inspiring experiences to feature in our seasonal activity. Content should be tourism experiences aimed at visitors, rather than special offers or promotion deals.

Things we're especially looking for are:

  • seasonal ideas, off-the-beaten-path / lesser-known experiences, and local tips
  • new places to stay and places to eat
  • new tours, attractions, experiences, and trails
  • "meet the maker" experiences
  • big events and upcoming exhibitions (annual events and those exclusive to 2024)
  • sustainable and inclusive visitor experiences

Please note that it's within our discretion to publish any ideas and contributions. As such we can't guarantee the publication of the material we receive.

Send us your contributions at

Our summer themes

  • June - August

    Summer is Scotland’s event season, filled with world-class festivals.

    Visitors might also want to go on great days out, exploring the outdoors, or to escape off-the-beaten track destinations.

Authentic experiences we wish to promote

  • Outdoor adventure experiences

    We're looking for bookable outdoor experiences and tours. Walking and cycling tours, but also of white-water rafting and bungee jumping.

  • Insider tips and hidden gems

    We're looking for off-the-beaten track experiences in the less-travelled corners of our country.

    Think coastal towns in Berwickshire, or peaceful retreats in the Angus countryside. But also sandy beaches in Dumfries & Galloway, or the lochs and mountains of the Cowal Peninsula.

  • Food markets and similar

    We're looking for independent food traders who sell local food and drink and who showcase the very best of Scotland’s natural larder.

Our autumn themes

  • September - November

    As the summer fades and leaves transform into a tapestry of red, gold, and orange, visitors will want to wrap up warm and fall in love with a Scottish autumn.

    By day, they might go pumpkin picking, head off-road in a 4x4, get up close to native wildlife species, or visit a world-class attraction.

    By night, they might want to see attractions lit up, go to a sound and light shows, or marvel at the natural wonders of the country's dark skies.

Authentic experiences we wish to promote

  • Guided autumn outdoor tours

    Walking trails, cycling routes, wildlife tours, and tours to the best places to see the autumn foliage.

  • Wildlife and nature tours

    We're looking for bookable walking experiences and boat tours through the habitats of Scotland’s wildlife.

  • Seasonal food experiences

    Pumpkin picking, wild foraging experiences, and seasonal produce i.e Hebridean lamb. We're also looking for local cafés and restaurants, showcasing the best autumn flavours and recipes.

  • Unique guesthouses and B&Bs

    We're looking for bookable cosy stays at unique guesthouses and B&Bs across Scotland.

  • Wellness experiences

    Spa breaks, meditation sessions, yoga retreats, and rejuvenating water experiences. But we're also looking for slow travel adventures, forest bathing, and rural and remote escapes where visitors can relax.

Our winter themes

  • December - February

    There is something quite magical about Scotland in winter and there are plenty of things to do in the off-season.

    Winter brings together the perfect blend of outdoor adventure and events. Think Christmas markets, Hogmanay parties, and Burns Night supper.

Authentic experiences we wish to promote

  • Cosy places to stay in

    Charming cottages or luxury lodges that provide the perfect setting for quality time with family and friends.

  • Guided winter adventure tours

    We're looking for bookable winter trips and experiences. Walking holidays, outdoor activities, or wildlife watching stays.

  • Food and drink experiences

    What’s new for 2025? Think cosy pubs and bars, or whisky experiences.

  • Local experiences

    We're looking for artisan shops and producers, restaurants, and cafés that source local produce. We'd also love to hear about independent cinemas and theatres.

  • New experiences for 2025

    What are the exciting new arrivals for the year ahead? Think of places to stay, visitor attractions, tours, or outdoor adventures.

Our spring themes

  • March - May

    Spring brings a new lease of life with farms all over Scotland welcoming baby animals to their fields. It's the perfect time for people to take in Scotland's attractions, landscapes, villages, and heritage.

    They can also indulge in delights in restaurants or explore further afield on an island adventure with hidden gems waiting for them.

Authentic experiences we wish to promote

  • Guided spring adventure tours

    We're looking for outdoor tour operators and attractions. Do you offer a range of activities and tours, such as exhilarating bike rides, canoeing, or kayaking? Share your experiences with us.

  • Seasonal food experiences

    Restaurants and cafés that offer the very best of Scotland’s natural larder with locally sourced produce.

  • Attraction re-openings

    Are there any visitor attractions reopening for the spring / summer season from March to October? We're also looking for Easter events and special exhibitions.

  • Boat trips and watersports

    We'd like to promote boat trips which take in the many islands and natural wildlife of Scotland. We're also looking for watersports like canoeing, kayaking, sailing, stand-up paddleboarding, and coasteering.

  • Hidden island gems

    We're looking for insider tips about lesser-known island attractions and experiences.

  • Agritourism experiences

    Luxury lodges, glamping pods, and farm stay experiences that include tours, events, and food and drink.

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