Visit Scotland has unveiled a multi-million-pound marketing push designed to strengthen Scotland’s visitor economy by encouraging travel across all seasons and regions.
Supported by £2 million in additional funding from the Scottish Government, the activity will target both international and domestic audiences, with a renewed focus on inspiring UK visitors to explore Scotland more throughout the year.
It comes as the latest figures show that the domestic tourism market in Scotland remains unpredictable, with travel decisions closely tied to visitors’ disposable income.
The UK remains a vital market, not only for its visitor numbers and spending, but also for the resilience and sustainability it brings to the sector and the broader economy. UK visitors are more likely to travel year-round and explore different parts of the country, thereby supporting local businesses and communities.
Earlier this year, VisitScotland launched its new corporate plan, outlining four priority areas for the next three years to help achieve its vision of creating better places to live, work, and visit.
The region’s £2 million investment will enable VisitScotland to continue working with airlines and airports to expand Scotland’s connections worldwide.
Visit Scotland is asking everyone in Scotland’s tourism and events industry to work together to share Scotland’s story.
