Our visitor proposition

Find information on how we are showcasing Scotland to a global audience.

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In Scotland, wellbeing comes naturally.

Our visitor proposition allows us to showcase the many reasons why a visitor should choose Scotland. Visitors from around the world are looking for travel that is meaningful and sustainable. Scotland offers exactly that.

Our landscapes bring a sense of calm and renewal for both mind and body. Our history and traditions connect people with the past and create a stronger feeling of belonging and care for the world around us. And our people and places create unique, powerfully enriching, personal experiences.

The visitor proposition provides a framework that allows us to shape these stories and build stronger connections with people who want more from their travels. Ultimately, it’s about making sure Scotland stands out in a busy global travel market. By sharing powerful stories and making it easy to book and explore, we want visitors not only to come, but to leave as passionate advocates for Scotland.

Our proposition

In today’s landscape, wellbeing continues to be a strong motivator for travel. Scotland is perfectly placed to meet this demand with our warm hospitality, landscapes, history and experiences. We have developed our proposition to bring greater focus on this.

Our new visitor proposition is “In Scotland, wellbeing comes naturally”. This is not a tagline or campaign headline, this is our invitation to the world to come and create their own stories.

To stand in front of our majestic landscapes and be moved, to experience our rich heritage and warm hospitality and have their senses stirred. It’s an invitation to embark on a transformative journey, as visitors immerse themselves in the vibrant tapestry of Scotland’s culture, marrying ancient history with modern luxury in new and surprising ways.

Key drivers for travel
- wellbeing
- escapism
- rest and relaxation
- fulfilment
- enjoyment
- connection
Find out more about key consumer trends for Scotland and the tourism industry.
Making this distinctive

In Scotland, wellbeing comes naturally.
Substantiation

In Scotland, wellbeing is not something we manufacture - it’s something we live. It’s spiritual, mental, and physical renewal that arises naturally from who we are and where we are.
Core narrative

Scotland, we have no shortage of the real. The profound. The outrageous. Breathe it in. Soak it up. In all it is raw, wonderous, unfiltered glory. Scotland dares you to feel it all. To take you somewhere deeper, richer, wilder, and more emotionally nourishing. What’s ours, we share with care. Come join us.

In a competitive marketplace we need to evolve our approach to ensure Scotland’s distinctive offering stands out. We invite Scotland’s tourism and events sector to work with us to tell Scotland’s story through their own experience and the experiences of our visitors. We want to collectively amplify Scotland’s visibility and appeal. By complementing each other’s work, our impact will become greater than the sum of our parts.

How does our proposition affect our marketing?

We’ll lean into authenticity. We’ll share Scotland’s real stories, using our brand style and focus on the senses to show how Scotland naturally lifts the spirit and feeds the soul.

Our aim is to encourage visitors to explore sustainable experiences across all seasons and regions. Through paid, owned, and earned activity, we’ll tailor messages by audience, channel, and timing, always highlighting the breadth of what Scotland offers year-round.

Every story we tell puts the visitor at the centre. Scotland is not just somewhere our visitors dream of, but something real that they can touch, taste, hear, see and feel a connection with.

Our activity will show Scotland in many different ways to reflect its variety and richness. Across our online channels, people will see a mix of stories and styles, all celebrating the country’s unique character. These stories will appear across photos, videos and posts, always linking back to our regional spread and themes.

Consistency across touchpoints will build awareness, reinforce messaging and guide people deeper into the visitor journey. “Hero assets” will spark initial interest, while further layers reveal a breadth of experiences from across the country. Ultimately, our creative work will engage the senses, carry an authentic tone, and showcase how Scotland transforms visitors’ wellbeing.

Take a look at our creative approach in action

A focus on storytelling

Consistency in our storytelling across channels will make Scotland distinctive and amplify our impact. Our strategy centres on storytelling, but what sets us apart is how we do it.

We’ll empower a community of storytellers, giving them the platforms and support to share authentic experiences in their own voices. We’ve created storytelling pillars to support ensuring that, together, we market Scotland in a way that feels consistent, engaging, and memorable.

Storytelling pillars

inclusive, welcoming, warm people
natural, wild and unspoilt environment we work hard to protect
meaningful history and enchanting legends
experiences that feed the mind, body and soul

Find out more about our storytelling approach and storytelling pillars.

By creating and curating content, and working with trusted voices, whether influencers, partners, advocates, or the wider sector, we’ll bring Scotland’s story to life.

Choosing the right voices at the right moments will ensure authentic, first-hand experiences that increase visibility, inspire visitors, and deliver an impact greater than the sum of its parts.

We want you to join us in telling Scotland's story. Find out how to get involved.

Our markets and audiences

Our market prioritisation continues to build on last year's activity. We prioritise markets where our resources drive the most value to Scotland. Our year-round marketing delivers across 17 global markets, with our owned and partner activity extending this reach further still.

Over the coming year, our media activity will focus on the markets of UK, US, France, and Germany.

Find out more about our visitors from the UK.

Find out more about our international visitors.

Find out more about our markets and audiences

Boosting domestic demand

UK visitors make up most of Scotland’s tourism market. Our marketing activity is focused on inspiring travel, boosting demand, and keeping Scotland front of mind year-round.

Marketing Scotland to the US

This article explores our latest marketing efforts in the US, a key growth market, as we work to boost demand for year-round travel to Scotland.

Attracting European visitors year-round

This article focuses on Germany and France, two key markets, and outlines how we’re driving bookings and longer stays through targeted, insight-led marketing activity.

Autumn and winter marketing activity 2025/26

Our autumn and winter marketing activity aims to grow the value of tourism and events in Scotland by attracting more high-value visitors throughout the year, encouraging them to stay longer and spend more in our communities.

Discover more about our latest autumn and winter marketing activity.

Our marketing tactics

We need to influence visitors where it matters, with an integrated marketing approach that allows us to reach visitors on the channels they use to plan where they go, when they come and what they do.

Our campaigns will show how Scotland feeds the mind, body, and soul, not through clichés, but through real stories and experiences that capture the country’s true spirit. We’ll guide potential visitors all the way from the first spark of an idea, through planning, and finally to booking their trip.

To do this, we’re focusing our time and resources on meaningful activities that have a lasting impact. This includes working across PR, partnerships, social media, advertising, and our own platforms, all designed to connect with core audiences who are most likely to visit.

Our channels, including social media, visitscotland.com, email, and PR, can quickly adapt to trends and opportunities, letting us respond in the moment. We’ll also keep reviewing insights about markets, regions, and sectors to stay relevant.

Finally, we’ll work closely with partners, from local businesses to airlines and travel platforms, to make sure visitors are supported at every stage, from dreaming about Scotland to booking their journey.

Discover what's in store for our marketing activity in the months' ahead

Our visitor proposition

In Scotland, wellbeing comes naturally.

In this article:

Our proposition

Key drivers for travel

Making this distinctive

Substantiation

Core narrative

How does our proposition affect our marketing?

Take a look at our creative approach in action