Visit Scotland | Alba
Article published 18/11/2024

We have launched our new visitor proposition, Good for the Soul. A visitor proposition allows us to showcase the many reasons why a visitor should choose Scotland, forging deeper connections with visitors seeking these experiences.

Visitors from around the world are seeking meaningful and sustainable travel experiences. There’s a particular interest and volume of visitors from the UK, France, Germany, and the United States. Our approach is to provide a framework to better reach our potential visitors.

In this article:

How to get involved

We’re always on the lookout for news stories and interesting products for use on our own channels and for pitching to media.

When sharing stories with our PR team, it’s good to keep the following checklist in mind:

  • what product are you offering, and is it new? (e.g. accommodation, attraction, event, experience, etc.)
  • how much does your offering cost?
  • is it good for families, couples, pets, people with special access requirements, etc.?
  • how unique is your offering? (e.g. only one of its kind in Scotland, the UK, the world)
  • what makes your offering special (e.g. you’re offering forest bathing or a stargazing tour that’s inspired by nature)
  • is your offering seasonal or year-round?
  • how can visitors make a booking?
  • does your offering follow the principles of responsible tourism? (e.g. does it support the local community, rewilding efforts, Scotland’s effort to reach net zero?)
  • do you have any great quality images to promote your offering?
Contact us at travelpr@visitscotland.com

 

A family enjoying autumn on Kinnoull Hill.A family enjoying autumn on Kinnoull Hill. Credit: VisitScotland / Kenny Lam

Useful tips to maximise your visitor marketing

Social media tips

Are you looking to improve your reach and engagement with potential visitors on social media? These handy tips might help:

  • include content that showcases Scotland’s offerings in an authentic way
  • use user generated content to fill any content gaps
  • use captions that evoke emotional engagements
  • use the original sound (walking on frost, woodfire crackling, nature sounds, etc.) for video to highlight the authentic sounds of Scotland
  • encourage viewers of your content to save it for later (makes it more likely for visitors to reference it or book your product later)
  • film all events content from the point of view of the person behind the camera (makes it easier for viewers to imagine themselves there)

 

An Instagram post of Highland cows by the coast.An Instagram post of Highland cows on the coast. Credit: VisitScotland

How to benefit from responsible tourism?

Events and tourism businesses from across the length and breadth of Scotland can benefit from visitors seeking responsible tourism experiences. For us, this means (among others):

  • dialling up our focus on our distinctive and special natural assets and heritage
  • demonstrating just how important they are to the experiences we offer
  • tailoring them to the unique qualities of the season

Top tips to benefit from nature tourism

  • Know which travel trends are emerging

    There are several key travel trends in nature tourism emerging right now. As a tourism or events business, it might be beneficial for you to tap into one or more of the following:

    • active and outdoor tourism
    • cultural experiences
    • green touring and rail travel
    • locally sourced food and drink experiences
    • nature and wildlife experiences
    • wellness and wellbeing tourism

    View the latest travel trends for Scotland.

  • Start your climate journey

    Walk the talk by ensuring you have a climate action plan in motion. Always look for opportunities to improve your environmental impact.

    According to our visitor surveys, there’s a high demand for quality, local produce.

    It’s therefore good to seek local suppliers and networks. This will allow you to tailor your offering accordingly whilst also reducing your carbon footprint.

    Browse our reduce your climate impact guide.

  • Know your area

    You and your team should have a solid working knowledge of the natural and cultural history of your area.

    This will aid you in providing tailored, knowledgeable information to visitors seeking to explore the natural history and experiences.

    It’s also good to forge relationships with other businesses and networks in your area, if you haven’t already. This will allow you to strengthen your collective offering.

    Discover how to communicate your responsible tourism offering.

Our marketing activities

Find information on our latest visitor proposition, Good for the Soul, or to browse our previous marketing campaigns.

Our current marketing activity

Find information on our latest marketing activities.

13 min read

Read More

Previous campaigns

View some of our previous marketing campaigns, which have taken Scotland to the world.

12 min read

Read More

Related links

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