Working with VisitScotland Marketing

5 minute read• Last updated: 12 October 2026

VisitScotland combines consistent year-round storytelling with timely opportunities to engage audiences throughout the year. Our marketing is guided by audience, market and channel insights, alongside a set of audience-led narratives and themes that showcase the experiences, places and people that make Scotland distinctive.

We feature businesses, destinations, events and visitor experiences that help bring these stories to life. Through real examples, we aim to demonstrate the breadth of experiences available across Scotland, helping audiences discover what Scotland has to offer and understand how the destination can meet their interests and travel aspirations.

How we select businesses to feature

People enjoying food on board bus — Dory the Double Decker Bothy Bus, Banff
© VisitScotland / Luigi Di Pasquale

We are continually discovering new businesses, experiences and stories from across Scotland. Suggestions come from VisitScotland colleagues and partners, businesses contacting us directly through our content and media channels, destination and sector partners, and industry engagement activity including the Scottish Thistle Awards, Business Support Programme and Connect events. We also identify opportunities through audience insights and experiences gaining attention through search, social media, media coverage and wider travel trends.

The businesses we feature are selected because they contribute to a particular story, theme, audience need or strategic objective. They help audiences:

Picture the type of trip they could have in Scotland
Understand how Scotland meets different visitor motivations, interests and travel needs
Discover the breadth and variety of experiences available across the country
Connect with Scotland's people, places, communities and culture
Find new experiences and fresh reasons to visit or return
Consider visiting lesser-known areas, or into the off-season, supporting regional and seasonal spread
Explore responsible and lower-carbon travel choices where relevant
Move from inspiration to destination consideration

VisitScotland does not verify and cannot guarantee that all information contained within our content and/or on third party sites which are linked to from our website is accurate, complete or correct, nor can VisitScotland be held responsible for any errors; interruptions; inaccurate, misleading or untrue information; or non-delivery of information.

Role of criteria

The criteria are applied collectively and proportionately. Not every criterion will be relevant to every opportunity, channel or type of business.

The criteria are intended to inform editorial decision-making rather than operating as a checklist or guarantee of inclusion. Meeting one or more criteria does not mean a business or partner will automatically be featured. VisitScotland content is refreshed regularly, and featured businesses and experiences may be updated.

Final selection decisions are at VisitScotland’s discretion and are based on audience insight, editorial judgement, relevance, and channel requirements, alongside the considerations outlined below. Decisions may also be subject to relevant internal review and approval processes prior to being finalised.

The criteria

Visitor experiences that make for a strong marketing story
- Offers a seasonal trend, timely hook or reason to visit now
- Is new, recently refreshed, or has a noteworthy update
- Has strong visual appeal, including high-quality imagery or video potential
- Showcases Scotland’s culture, heritage, landscapes and nature
Strategic fit
- Supports off-season or shoulder-season travel
- Helps promote lesser-known areas or dispersal beyond visitor hotspots
- Can demonstrate credible sustainable practices
- Offers accessible and inclusive experiences, information or facilities
- Is a Scottish Thistle Award winner, finalist or shortlist entrant, where relevant
Digital readiness
- Has a good digital presence, such as a current website and/or active social channels
- Provides up-to-date, easy-to-find visitor information
- Is online bookable, or easy for visitors to plan and contact
Reviews and visitor confidence
- Has generally positive, recent and consistent user reviews
- Has no obvious publicly visible concerns relating to visitor safety, legality or compliance
Audience and market fit
- Provides in-language experience information or market-specific content where relevant for international audiences

What we need:

A brief summary of the experience, business or event
What is new, different or noteworthy
Relevant timings or key dates
High-quality imagery or video, where available
Links to further information
Contact details for follow-up enquiries

Get in touch

Newburgh handloom weavers, Fife
© VisitScotland / Luigi Di Pasquale

We welcome information about new experiences, products, events and tourism developments that align with our storytelling themes and audience interests.

While we cannot guarantee coverage or inclusion, sharing relevant information helps our teams identify opportunities across marketing channels, including the www.visitscotland.com website, social media channels, paid media campaigns, and PR activity.

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Working with VisitScotland Marketing

How we select businesses to feature