Storytelling is at the heart of our marketing. It’s how we share authentic experiences, build emotional connections, and inspire people to choose Scotland.
That’s why we’re inviting you to become part of a growing network of storytellers. By sharing your perspective, your voice, and your experiences, you’ll help bring the richness of Scotland to life in a way that truly resonates with visitors. Our approach combines in-house content shaped by insights with stories from trusted voices like yours. Together, we can reach audiences with authenticity, creativity, and relevance across every channel.
Today’s travellers trust lived experiences and peer recommendations and seek real stories, told by real people. And that’s where you come in. When we join forces, our voice is louder, our impact is greater, and Scotland stands out on the global stage.
Now’s the time. Share your story. Inspire others. Help Scotland shine.
Telling Scotland’s story together
The most powerful stories come from those who know it best. So many of you are already telling Scotland's story, sharing real experiences and emotional, lived moments. These show what Scotland truly feels like, not just what it looks like. Our marketing will highlight these stories, local insights, and the lasting impact the country has on those who experience it.
We've created a message framework to support you in telling Scotland’s story. This will ensure that all content, no matter the channel or creator, conveys a unified message. And we know these messages will resonate with audiences and drive consideration. While the core themes remain the same, the messaging allows for different voices, formats, and styles. This keeps the storytelling fresh but still aligned to the bigger picture.
Storytelling messaging
Inclusive, welcoming, warm people
In Scotland, we welcome you with warmth and openness. Making every visitor feel at home is simply who we are.
Examples:
- friendly humorous people
- genuine warm welcome and openness
- great hospitality
- social traditions that bring people together - ceilidhs, festivals, local gatherings
Natural, wild and unspoilt environment we work hard to protect
Our landscapes are wild, dramatic, and deeply moving. We're committed to protecting what makes Scotland so special.
Examples:
- icon landscapes - from rugged coastlines to remote glens
- rich biodiversity and protected wildlife habitats
- opportunities for outdoor adventure - hiking, wild swimming, climbing
Meaningful history and enchanting legends
Scotland's spirit has history and intrigue at its core. Connecting with our past and its relevance today is enriching, fascinating and uniquely Scottish.
Examples:
- castles, ruins, and historic sites that tell Scotland's story
- folklore and legends woven into everyday culture
- deep-rooted traditions that connect past and present from ceilidh dancing to folk music
Experiences that feed the mind, body and soul
Scotland offers experiences that inspire, energise and stay with you - for long after you leave.
Examples:
- local food and drink that reflect place and people - whisky, seafood, field to fork
- activities that energise and restore - from wild swimming to forest walks
- experiences that feel real and personal
- a blend of simplicity and luxury - from cosy cottages to boutique stays
- moments that leave a lasting emotional imprint
What kind of storyteller are you?
Together, we can create a collective narrative that excites, inspires, and draws people in, making Scotland unforgettable.
Every person and community is an ambassador for Scotland. By joining this network of storytellers, you'll help amplify authentic voices and share experiences that resonate with visitors.
The inspiring, passionate people shaping Scotland’s tourism and events industry, sharing an insider’s knowledge of what makes Scotland special.
Discover how tourism businesses across Scotland help support and sustain the local visitor economy.
Organically recommend, share, and amplify content, becoming advocates by sharing their first-hand experiences of Scotland.
Crafting long-form content and immersive narratives that capture emotional, place-based experiences through high-impact, independent editorial storytelling.
Discover how to work with our press team on support.visitscotland.org.
Provide immersive, personal storytelling and include curated collaborations with authentic voices aligned to our values.
Develop aligned messaging, using our toolkits and stories that position Scotland as a sustainable destination.
Discover how we work with intermediaries on traveltrade.visitscotland.org
Develop written or video content that’s tailored to fit naturally within their platforms and appeal to their audiences, crafting an emotional form of storytelling that feels personal and meaningful.
What's your story? Join us in sharing Scotland's story
Help us spread our storytelling message far and wide. Browse the wealth of resources and support we offer to Scottish tourism and events businesses on our Business Support Hub.
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Know who you're talking to
Understanding your audience is the first step to creating content that connects. Take the time to learn what your visitors care about – what inspires them, what are they searching for, and what kind of experiences they value.
Then, ask yourself: what’s my story, and why would it matter to them? Build your message around their interests, and you’ll give them a reason to visit, return, and share their experience.
Read more on understanding your customers on our Business Support Hub website.
Make storytelling work for you
Scotland is full of rich, emotional stories – yours included. The people behind your business, the journey you’ve taken, and the experiences you offer all contribute to something meaningful.
Think about the emotional benefits of what you offer. Is it escape? Connection? Discovery? Tell the story of how your business started, highlight the people behind the scenes, and showcase what makes your business or product special. Share stories which epitomise what Scotland means to you and your team. Ask your visitors to share their own stories too, they’re some of your most powerful advocates.
Get advice on creating good content on our Business Support Hub website.
A picture speaks a thousand words
Photos and videos are often more powerful than words. Use them to bring your story to life, whether it’s behind-the-scenes moments, little-known experiences, or the natural beauty surrounding your business.
Don’t underestimate the impact of inspiring and engaging video and imagery. They can drive clicks, bookings, and shares across your website and social channels. Need a hand? Our asset library includes free photo and video content you can use to inspire and engage your audience.
Choose the right channels
There are lots of options to tell the story of your business. Different platforms suit different stories. Instagram and Facebook are great for immersive content, mixing photos, video, and captions to create engaging narratives. Short videos or reels work well for showing experiences in action.
Think about where your customers spend their time and how they like to interact. Then match your content to the platform that suits both your message and your audience.
Read our tips on how to manage and improve your social media presence.
Work with us
Align with our marketing activity throughout the year to get the greatest reach. Our marketing calendar for 2025 shows our key messages and authentic experiences for each season. We review marketing trends on a regular basis, so keep an eye out for any updates throughout the year.
Take a look at our marketing calendar and see where your offering best fits.
Going beyond destination marketing
Marketing is no longer about creating content and broadcasting that through paid for media. Insights show audiences often place greater trust in the lived experiences of others, and from sources they can identify with.
Word-of-mouth remains the greatest influence on travel inspiration. Visitors increasingly seek peer-led, personal recommendations and stories that bring destinations to life.
An endorsement of any product and service from someone you know, and trust, is the most influential and effective form of marketing there is.
Find out more about our strategic approach to marketing activities.
Storytelling in action - latest activity
Working with influencers is a fantastic way to reach new audiences through authentic and unique storytelling.
We've collaborated with a number of storytellers across our channels including Instagram, YouTube, TikTok and blogs, as well as working with targeted global media to showcase Scotland and everything it has to offer.
How to Scotland
Here's some examples of video content on our YouTube channel, a new series called "How to Scotland | Travel Series".
Here are some more recent examples from our Instagram and TikTok channels:
