Tourism Insider | a focus on marketing

Connecting with nature is becoming an increasingly popular travel motivator. Having such a unique selling point as a destination makes the need to preserve it even greater. Our natural and cultural heritage, along with our communities, are what make Scotland so special.

All our work aims to achieve the four Ss – driving spend, spread, sustainability and satisfaction for visitors, industry, and communities. It’s about increasing the value of every visit in a way that is considerate to surrounding communities as well as our natural environment. It was fantastic to see the 2023 international visitor figures showing that this focus is already working, with a significant increase in spend of our overseas visitors compared to pre pandemic levels.

Our work to highlight our vibrant and diverse natural environment is the focus of today’s enewsletter. From encouraging visitors to slow down and visit out of season, to connecting with communities and enjoying local experiences. All our activity looks to support our ambitions to make Scotland one of the most economically, environmentally, and socially sustainable destinations in the world.