Visit Scotland | Alba
Article published 30/06/2023

Our global outreach

We provide a mix of inspiration and planning information to engage future visitors year-round. This marketing activity influences trip plans with ideas for off-season travel, destinations to visit, and things to see and do. Thus, we encourage seasonal and regional spread for a global audience.

We do our outreach activity via our consumer-facing website, visitscotland.com, and via our email marketing programme. Content for both is available in English, German, French, Spanish, Dutch, and Italian.

In addition, we share our content across our global social media channels in English. These include Facebook, Instagram, Twitter, TikTok, and YouTube.

 

Our flagship consumer website for tourism in Scotland, visitscotland.com relaunched in February.

It’s a key touchpoint in user journeys as we inspire people to choose Scotland as their holiday destination. We also use it to influence people to:

  • travel out of season
  • stay longer
  • visit lesser-known areas
  • experience more while in Scotland
  • make sustainable choices

Key statistics

Over 211 million

People reached through our global social media channels

Over 11 million

People use visitscotland.com annually

1.3 million

Clicks from business web listings to their own websites

28 million emails

Sent by us to consumers each year

Quarter one (April – June 2023) update

Marketing activity included a focus on islands. This was to support island communities and tourism businesses with early spring season promotion. Content included:

  • attractions and experiences
  • food and drink
  • events and festivals
  • exploring smaller isles.

Almost half of our own channel audiences are international. This made it a great opportunity to generate awareness and trip ideas for future visitation as well.

For those who may be travelling more imminently, we encouraged planning ahead and booking in advance.

April activity

The islands spotlight boosted page views of island content on visitscotland.com by 41% month-on-month.

Page views rose to 105,000 in April, generating over 16,000 web listing referrals to island businesses.

6,000 referrals were made to island Destination Management Organisations and travel partners.

A seal in Loch Floda Bay

May and June activity

In May and June, we had a focus on slow travel experiences and "iconic Scotland" respectively.

It took new angles on popular locations, including sustainable and active travel.

We positioned the journey as just as magical as the destination. And we highlighted lesser-known alternative destinations and exploring cities’ surrounding areas.

A walker on Croy Hill site of the Antonine Wall, near Kilsyth
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We are on YouTube!

You can browse all of our YouTube videos, some of which we shared on our social channels too.

Video content is available with subtitles in English, German, French, Spanish, Dutch, and Italian.

Browse our YouTube channel

Related links

Our marketing calendar

Discover how you can align with our marketing activity throughout the year to get the greatest reach.