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  6. VisitScotland's marketing calendar

VisitScotland's marketing calendar

5 minute read• Last updated: 16 January 2026

VisitScotland's marketing activities are created to deliver the exact messaging at the right time for all markets. Using trends data, insights and research, we utilise our wide-ranging channels including web, media, social travel trade and PR to showcase Scotland though out the year.

Our marketing calendar showcases the key themes and topics we'll be promoting across our channels in 2026. Find out how you can align your marketing and help attract more visitors to Scotland.

In this article:

  • Get involved with our marketing activity
  • Spring
  • Summer
  • Autumn
  • Winter

Get involved with our marketing activity

Castle lit up as the sun sets in over hills and loch in background

Eilean Donan Castle

© VisitScotland / Kenny Lam

If you’ve got experiences, products and events that fit with our marketing calendar themes, please get in touch!

We’re always on the lookout for exciting and inspiring experiences to feature in our seasonal activity. Content should be tourism experiences aimed at visitors, rather than special offers or promotion deals.

Make sure you tell us of any experiences you have that will bring our exciting calendar for 2026 even more to life by sending us your contributions to content@visitscotland.com or TravelPR@visitscotland.com.

Please note that it’s within our discretion to publish any ideas and contributions. As such we can’t guarantee the publication of the material we receive.

Spring

Refreshing spring breaks

The great Scottish outdoors is brimming with stunning, panoramic landscapes and wild natural beauty. Spring will see experiences in the great outdoors come alive though the varied and extensive hiking, camping, golfing, biking and cycling experiences that are available.

Unique to spring in Scotland, potential visitors will be encouraged to experience the sense of peace and wellness that comes with feeding new born lambs or spotting wildlife on working farms.

Visitors can take part in guided and informative walks along rugged coastlines, or simply embrace the adrenaline that comes with racing down one of the award-winning trails that are home to world championship events.

A young girl kneeling down to look at daffodils

Geilston Garden

© Discover Scottish Gardens / Julie Howden

Foodie delights

Spring sees Scotland’s larder bursting with delicious surprises. The very best of seasonal produce will be featured, brought to life with stories by the very hands that create them.

Renowned as our national drink, spring will highlight the delights of Scottish whisky through tours and experiences available across our many distilleries, both malt and blend.

The best of Scotland’s quality local produce is on offer in spring, and so are the varied opportunities to experience hands-on cheese making workshops, chocolate crafting afternoons, and mastering the skills required to recreate classic Scottish dishes, including Cullen skink and cranachan, at the many cook schools across the country.

Island escapes

One of the best ways to capture the feeling of adventure that Scotland has to offer is through experiencing a trip to one of our special islands.

Whether it is starting from the gateway Isle of Mull to the smaller islands of Staffa, Iona and Ulva, or a ferry to the windswept islands of Orkney and Shetland, each island has its own character and charm, bursting with culture and tradition.

Spring in 2026 will see these stories brought to life through such as an adventurous wildlife sea tour to the Corryvreckan whirlpool, best visited in spring with its ideal tides or perhaps by learning more about the historical weaving past with a visit to the many crofts along the Harris Tweed Trail, or by enjoying the peace and relaxation with a round of golf at one of Arran’s seven links, parkland and seaside courses.

Great days out

Spring sees better weather reach Scotland and is a great time to get out and experience the very best of what attractions have to offer all across the country.

Historic palaces and museums that offer personalised tours and more will be showcased, as well as cutting edge art exhibitions and unforgettable events, such as a local choir and classical ensembles in the backdrop of atmospheric Rosslyn Chapel.

Spring is bursting with unforgettable days out, each with their own tale to tell. One of the most intriguing to be highlighted has to be a visit to Perth Museum to glimpse at the last letter written by Mary, Queen of Scots.

Summer

Cultural journeys

Scotland is a treasure trove for historic finds. Visitors will be encouraged to can step back in time and see and hear history come to life by visiting our world-class museums, galleries and castles with their recurring displays and exhibitions for an enriching experience.

Our events calendar will shine a spotlight on our lively arts and culture scene with festivals including the Edinburgh Fringe celebrating talented acts and artists across prestigious venues and bustling city streets.

The success of our film and TV shows have helped catapult our wonderful attractions and sites into international fame from our clans and tartan to literature, standing stones and Gaelic language. Scotland is a truly magical destination when it comes to discovering its rich culture – all brought to life in our content in 2026.

On a deserted sandy beach a man walks his dogs and the waves roll in

Cruden Bay

© North East 250 / Damian Shields

Off the beaten path

Escaping the hustle and bustle of city life encourages the exploration of more of Scotland’s wonderful towns and regions. With accessible public transport available, a whole world of possibilities in a short matter of time will be highlighted with itineraries available to experience the widest range.

Potential visitors will be truly spoilt for choice in terms of off-grid experiences. From seaside escapes with beautiful vistas of white, sandy beaches and plentiful seafood to log cabin stays in a peaceful woodland setting.

Thanks to the lighter days and nights, we will highlight summer as a great opportunity to stay out longer and experience the country’s natural beauty.

Coastal retreats

The summer season is a great opportunity for all to try their hand at something new. Our mild oceanic climate and cool summers bring a wave of excitement when it comes to our watersports offering. We will be highlighting opportunities to ride the waves with a surfing lesson, enjoy kayaking on a scenic loch or for the brave, dipping toes into the water with wild swimming which reaps the benefits of cardiovascular fitness, helping to reducing stress and anxiety and improving overall mood.

Our coastal regions offer a gateway to our wonderful island destinations. Taking the ferry allows the following in the footsteps of Viking and Norse culture in Shetland, visiting pristine beaches and turquoise waters on the Isle of Lewis and Harris, or experiencing live music at an island festival to hear a range of different genres from well-known and inspiring artists. Just some of the experiences that will be highlighted in 2026.

Tranquil landscapes

Enjoying moments of calm and immersing yourself in Scotland’s outdoors enhances a whole range of feeling of wellness.

Content will detail how the milder weather is a fantastic way to explore the country’s landscape on foot. How the benefits of the summer season can be enjoyed through the discovery of plants and flowers in full bloom across our gardens and parks and the history of how they were designed.

For the adventure seekers, holidays will be taken to new heights with a long-distance walking routes or Munro bagging, where impressive views at the top are guaranteed. When the sun sets, our skies are a natural splendour showcasing hues of golds, reds and pinks on a clear summer’s evening. All beautifully brought to light with our wide ranging imagery.

Autumn

Family getaway

The change of season brings a new sense of adventure to Scotland. During autumn, families will be in their element with a range of indoor and outdoor activities ready to entertain the young and the young at heart.

Come rain or shine, our attractions will be highlighted to impress whatever the weather may bring. Content will explore the world of wonders that are waiting to be discovered at museums and art galleries with their varied tailored tours. Ziplining across the treetops, enjoying a pumpkin picking experience or pedalling until your heart’s content with a cycling adventure where our autumn foliage is ready to take centre-stage, content in autumn will showcase the very best.

Promoting visits to farm shop café’s or making a restaurant reservation to taste the very best of Scotland’s natural larder and autumnal dishes will capture it all in all its glory!

A silhouetted man points to a starry night sky

The Core at Mull of Galloway

© Visit South West Scotland / Ben Bush

Dramatic scenery

Autumn is truly a natural spectacle for our landscapes. From the everchanging leaves to amazing wildlife experiences. This season will see imagery bring to life the red squirrels and stags in our forests and woodlands before they seek hibernation in winter.

Focus will turn to taking leisurely strolls and admiring the beautiful autumn colours of Loch Tummel in Perthshire. The increased rainfall makes our waterfalls including Glen Affric and Dollar Glen more dramatic and powerful or for a more city focus, a birds eye view of Edinburgh’s city skyline at Calton Hill with its autumnal charm will be among the more city focused scenery highlighted.

Cosy Scottish stay

Autumn is the perfect season to coorie in and watch the world go by. With our plentiful and varied accommodation offering, we will be highlighting the warm and friendly welcome that Scotland provides that makes each stay here extra special.

Whether potential visitors are looking to transport themselves to a cosy log cabin in the woods, enjoy a world-class hotel stay with all the amenities or immerse themselves under the stars on a glamping experience. The importance to take time to rest and recharge before setting off again for a new day of adventure will be key.

Sparkling dark skies

Scotland is home to incredible dark sky experiences. Aberdeenshire, North Ronaldsay in Orkney and Moffat in the Scottish Borders offer stargazing experiences which offer unparalleled views of the night sky, thanks to its low levels of light pollution.

Highlights and benefits will be showcased through clear nights that may offer the fortune of spotting thousands of stars and the Milky Way with the naked eye. Whether an experienced or budding astronomer, many of these locations offer dark sky walks which take in the beauty of Scotland after dark.

Winter

Warming experiences

Visitors will be encouraged to join in Scotland’s winter celebrations from bustling Christmas markets and twinkling city lights, to ringing in bells on New Year’s Eve with family-friendly Hogmanay festivities.

If the city atmosphere isn’t for everyone, options for cosying up on a wellness winter getaway in a rustic log cabin or lodge surrounded by relaxing scenery that will help rejuvenate for the winter months ahead. A visit to nearby towns and villages showcases where all can enjoy a festive drink, tuck into local wintery delicacies, and soak in the warming ambience.

Musicians on stage dramatically lit up by green lights

Celtic Connections

© Glasgow Life

Scotland on screen

Scotland isn’t short on dramatic backdrops and majestic scenery that have starred in blockbuster films and TV series over the years. With recent box office hits including Frankenstein and Department Q, 2026 is set to feature even more of Scotland’s unmatched landscapes too. From world-renowned hits including Outlander, Harry Potter and James Bond, our charming country has earned its moment in the spotlight and on bucket lists for 2026!

Joining guided tours and experiences are at the forefront in our content to encourage potential visitors to make the most of trips whilst hearing stories and tales about the surrounding landscapes.

Magical attractions

You don’t have to venture far in Scotland in 2026 to find unique and unusual attractions to visit. Our museums are bursting at the seams with artefacts, displays and collections showcasing Scotland’s distinctive history and heritage - content will encourage potential visitors to watch it all unfold with captivating storytelling, tales and more.

Following Scotland’s Castle Trail in Aberdeenshire allows all visitors to learn about our turbulent past, or a wander through exotic parks and gardens, a visit to stately homes, or delving into a creative side at our galleries and artistic attractions.

Content will be highlighting the bookable tours or guided experiences allows learning from the experts and locals who grew up nearby.

Unmissable events and traditions

Scotland’s events and traditions rarely disappoint. Right throughout 2026 visitors can get stuck into a vibrant range of festivals.

Specifically to winter, the toe tapping tunes at Celtic Connections, fire displays at Up Helly Aa, and celebrations commemorating Scotland’s National Bard, to summer music events across the mainland and islands, and spooky traditions at Hallowe’en, the options that will be highlighted mean everyone will be spoilt for choice! The year ends on a high with a city break to ring in the bells on Hogmanay and enjoying the many warming winter festivities on offer.

Download our marketing calendar

Our marketing calendar for 2026 shows our key messages, themes and trends for each season. This is a PDF | 1.0MB.

See what's happening this year

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