Returning visitors
32% of visitors from the US are repeat travellers to Scotland, which makes them more likely to look for new areas to visit. There is an opportunity for businesses outside of the main cities to market lesser-known destinations to US visitors.
Quieter seasons
Many US visitors are open to travelling during the quieter months, as this is when they are likely to find smaller crowds, and better availability for flights and accommodation.
- There is great connectivity from the US to Scotland all year-round. Make sure to highlight your proximity to Edinburgh in your marketing for direct flight routes and other major cities for in-direct routes.
- Share posts on your social media channels to help highlight when seasonal routes start and finish for the year.
- Recommend top things to see and do in your area during off-peak and shoulder months, particularly for those key topics including landscapes and scenery, history and culture and ancestry.
Main inspirations
Across all your marketing – your website, social media channels, listings and travel distribution information – include how your business is related to their interests or located near these types of attraction.
All businesses can talk about what else there is to do in the area and encourage US visitors to make a day of it or stay longer in the area to see everything.
Talk about:
- historic castles, monuments and sites
- national parks, country parks and gardens
- UNESCO sites
- museums and art galleries
- walking routes
You should also research and promote your location in relation to:
- driving routes
- long-distance walking routes
- other initiatives such as guided tours, boat tours etc
Film and TV
39% of US visitors were influenced by booking a trip to Scotland through film, TV or books.
Are you close to any filming locations? Make sure to highlight this by posting on your social media channels, website and listings.
Popular media with US visitors include Outlander and Harry Potter.
Food and drink
Give food and drink recommendations that may complement your business. Here are some examples most popular with US tourists:
- fine dining restaurants
- food activities – cookery classes, afternoon tea etc.
- farm shops
- farmers’ markets
- agritourism experiences
Events and festivals
38% of US visitors attended an event during their trip to Scotland. Give ideas and recommendations on what events and festivals are taking place throughout the year, particularly:
- cultural events and festivals – eg art, comedy, music, dance or literature
- Highland games
- live music concerts
