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  6. Work with VisitScotland's Autumn & Winter Marketing Campaign

Work with VisitScotland's Autumn & Winter Marketing Campaign

2 minute read• Last updated: 10 September 2025

VisitScotland is running a variety of marketing activity with key partners and channels as part of a new autumn/winter consumer campaign.

The activity aims to attract more high-value visitors throughout the year, encouraging them to stay longer and spend more in our communities.

It will use authentic storytelling to share powerful moments that capture the country’s true spirit and feed the mind, body and soul of our visitors.

From September, our domestic activity will include collaborations with the likes of STV, Channel 4, LNER and Caledonian Sleeper, while international activity will involve Zeit, NBC and Skyscanner among others. Find out more on our autumn/winter activity.

In this article:

  • Key partner marketing activity
  • What else can you do?

Key partner marketing activity

Expedia

Part of our activity will include working with Expedia to create adverts on their website featuring businesses who are running an offer for autumn/winter on our campaign page.

These adverts will be driving to a dedicated Scotland campaign page that will also be featured in their emails and social media.

Make sure your listing is up-to-date and working well for you and find out more about how to add an offer to your listing on Expedia.

A Highland Cow stand amongst trees on a snow covered ground.

Highland Coo Safari

© VisitScotland

TripAdvisor

VisitScotland will also be working with Tripadvisor to take part in a sponsored podcast and will create a dedicated campaign page with social media advertising.

Ensure your TripAdvisor listing is working well for you – check out our advice on how to create the best business listing.

Why should you work with travel distribution partners?

There are lots of benefits to working with a travel distribution partner, including an online travel agent. They can help you reach new customers and new markets, and sell more at quieter times of the day, week or year.

Find out more about working with an online travel agent, or learn more about travel distribution and decide if it’s right for your business.

What else can you do?

Review your digital presence

With significant investment across a variety of channels and platforms, this is a great time to check and improve your own digital presence.

Our email programme is currently focused on helping you improve your digital channels from optimising your website with search engine optimisation (SEO) and user experience (UX) to creating and sharing more content on your social media channels.

Check out our advice and support content on promoting your business online.

Two children sit beside a wheelbarrow full of pumpkins in a pumpkin patch.

Craigies Farm Pumkins

© Scottish Agritourism

Create seasonal offers

Part of this activity focuses on value-added offers - creating offers can be a great way for a tourism business to stand out and give customers a reason to choose you over someone else.

An offer doesn’t always have to mean a discount or lowering your price. Value-added offers can often be more appealing because they enhance the overall experience rather than just cutting costs.

For example:

  • A guided walking tour could include a complimentary photo package, so guests can go home with their memories already captured.
  • A hotel might offer early check-in or late check-out for those booking directly through their website.

This type of offer gives your customers something extra and memorable but also allows you to keep your prices set. They also show that you’re thinking and care about the customer’s experience, which builds loyalty and positive word of mouth. A thoughtful offer is less about a discount and more about creating moments that make your business or event worth talking about and returning to.

Share content from visitscotland.com

VisitScotland’s consumer website has a range of content articles for autumn and winter which you can use across your digital channels, including social media and email marketing.

This will help to inspire potential customers to plan a break to Scotland this autumn and winter.

Take a look at the following pages for inspiration:

  • Autumn in Scotland - Holidays & Half Term Breaks
  • Christmas & Winter Breaks in Scotland
On a cold day, five happy people in warm clothes sit around a large barbeque, by a loch, as one of them cooks in a frying pan.

Mhor Wild Stays

© VisitScotland

Use the VisitScotland Asset Library

You can also align with the VisitScotland activity by selecting imagery and video from our asset library to use on your digital channels.

Our library gives access to a range of pictures of Scotland, which you can download and use free of charge.

Take a look at our VisitScotland Asset Library – you can sign up for free, login and search "Good for the Soul" to access the assets.

View our recent research and insights

Explore some of our latest research including the Scotland Visitor Survey, consumer sentiment and trends. These insights can help you to adapt, promote relevant experiences, and even develop new offerings tailored to what visitors are seeking.

Take a look at our Scottish Tourism Research and Insights.

Related pages

Working with VisitScotland

Work with VisitScotland and align your own business activity by finding out more about our press, social and content activity.

VisitScotland's marketing calendar

Discover how you can align with our marketing activity throughout the year to get the greatest reach.
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