Scotland – ready for its close up

Putting Scotland in the frame

Destination storytelling through imagery and video connects audiences with products, experiences and places.  How we capture Scotland through the lens is vital to drive visitors to experience what our country has to offer.

Natural beauty is the number one driver of global travel decisions - people are seeking more meaningful travel experiences and we know that Scotland can offer this in abundance.

Lucky for us, Scotland is very photogenic. This is coupled with our talented multimedia team who are responsible for capturing and curating content that inspires the hearts and minds of people across the world.

Our approach is simple – putting people in the frame and tapping into the senses to show how Scotland can be good for the soul, using sight, sound and touch. 

It's about viewing Scotland from a visitor’s perspective – whether it be in the shadow of our world-renowned mountains or fleeting footsteps in the sand at sunset.

We use this emotive content to promote Scotland across all our channels (social media, global website visitscotland.com) and media partnerships.

It's not just in our use of imagery - the “senses” plays a role across our marketing. Check out some of our latest adverts:

The Pentland Hills in Edinburgh. Credit VisitScotland / Kenny Lam

Central to how we promote Scotland is our commitment to responsible tourism, so it’s not just about capturing that perfect shot but also ensuring that we protect and preserve our natural assets for future generations.

Through our content we aim to support our regions and inspire visitors to Scotland at different times of the year. It's core to our marketing strategy. And it requires balance – travel and tourism sustain communities and make for a more inclusive society.

We need to grow the visitor economy while minimising its negative environmental and social impact.

Meaningful travel experiences - mini documentary

Our multimedia team recently visited the Outer Hebrides, named as one of the “Best of the World” destinations for 2025 earlier this month. The story of Bunabhainneadar Tennis Court resonated with the team. The idea of this remote, unique experience that visitors could fulfil on a trip to Scotland was definitely one that we wanted to bring to life.  

Behind the scenes the team put a lot of work into achieving this finished mini documentary.

From liaising with our regional teams to contacting businesses, building an itinerary and getting permission, the planning and preparation helps bring a location shoot like this together. Elements out with our control also play a part – we need to make sure we’re in the right place at the right time, so timing and weather play a huge part in getting that perfect shot.

Take a look at the story behind the tennis court, working with the owners Mike and Peggy Briggs. This story really captures a meaningful travel experience.

This is one in a series of mini documentaries that the multimedia team are working on.