VisitScotland New Visitor Proposition

VisitScotland have launched their new visitor proposition, Good for the Soul. A visitor proposition allows VisitScotland and Welcome to Fife to showcase the many reasons why a visitor should choose Scotland, forging deeper connections with visitors seeking these experiences.

Visitors from around the world are seeking meaningful and sustainable travel experiences. There’s a particular interest and volume of visitors from the UK, France, Germany, and the United States. Their approach is to provide a framework to better reach our potential visitors.

Visiting Scotland can have a profound effect on your wellbeing.  Its natural surroundings provide a calming and rejuvenating effect for both mind and body.  Immersing yourself in its rich heritage, helps connect you with the past and fosters a deeper sense of belonging and responsibility.

The new VisitScotland visitor proposition aims to provide a framework, around which we can tell our stories and forge deeper connections with visitors seeking meaningful travel experiences.

What's driving activity?

In order to reach the right audiences with the right messages, we need to understand what is driving visitor decisions and behaviours.

Visitors are seeking more meaningful travel experiences with a deeper understanding of their impact on their own and the planets’ wellbeing.

With Scotland famed for its iconic and breathtaking natural beauty, our proposition offers new, exciting and, critically, sustainable business opportunities.

“Sustainable tourism” has been identified as a key growth sector in Scotland. There is a clear opportunity to build upon an existing competitive advantage to further productivity and economic impact. Nature-based tourism is one of the fastest-growing tourism sectors in Europe.

To protect our places and communities against the negative impacts of climate change we can come together to leverage tourism as a force for good. Our focus is on responsible and regenerative experiences. These enrich our visitors’ experiences, our neighbourhoods, and our land.

Visitors from around the world are seeking meaningful and sustainable travel experiences. The benefits of these types of experiences offset the cost, often perceived to be good value for money. Data suggests visitors are happy to spend more for personalised, memorable experiences. Click HERE for further information.

How to get involved

They are always on the lookout for news stories and interesting products for use on our own channels and for pitching to media.

When sharing stories with the VisitScotland PR team, it’s good to keep the following checklist in mind:

• what product are you offering, and is it new? (e.g. accommodation, attraction, event, experience, etc.)
• how much does your offering cost?
• is it good for families, couples, pets, people with special access requirements, etc.?
• how unique is your offering? (e.g. only one of its kind in Scotland, the UK, the world)
• what makes your offering special (e.g. you’re offering forest bathing or a stargazing tour that’s inspired by nature)
• is your offering seasonal or year-round?
• how can visitors make a booking?
• does your offering follow the principles of responsible tourism? (e.g. does it support the local community, rewilding efforts, Scotland’s effort to reach net zero?)
• do you have any great quality images to promote your offering?

Click HERE for further hints and tips on how to get involved.