VisitScotland's Marketing Calendar

5 minute read • Last published: 25 February 2025

Our marketing calendar for 2024-2025 shows our key messages and authentic experiences for each season. We aim to promote these on:

visitscotland.com
our social media channels
our influencer marketing programmes
our email marketing programmes

We review marketing trends on a regular basis, so keep an eye out for any updates throughout the year.

Get involved with our marketing activity

Cherry blossom — Starbank Park

We're calling on partners to help us create a customer experience for our marketing audiences.

Are there specific locations, attractions, or businesses that we could feature to help tell great stories? We'll look for opportunities to include these in our marketing.

Share high quality images and videos with us and we could include these in the short-listing for potential promotion.

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 promotional deals.

Things we're especially looking for are:

seasonal ideas, off-the-beaten-path / lesser-known experiences, and local tips
new places to stay and places to eat
new tours, attractions, experiences, and trails
"meet the maker" experiences
big events and upcoming exhibitions (annual events and those exclusive to 2025)
sustainable and inclusive visitor experiences

Please note that it's at our discretion to publish any ideas and contributions and we can't guarantee the publication of the material we receive.

Send us your contributions to travelpr@visitscotland.com

Our spring themes

Family enjoying Solsgirth Home Farm — Solsgirth Home Farm

March - May

Spring brings a new lease of life with farms all over Scotland welcoming baby animals to their fields. It's the perfect time for people to take in Scotland's attractions, landscapes, villages, and heritage.

They can also indulge in delights in restaurants or explore further afield on an island adventure with hidden gems waiting for them.

Authentic experiences we wish to promote

Guided spring adventure tours
We're looking for outdoor tour operators and attractions. Do you offer a range of activities and tours, such as exhilarating bike rides, canoeing, or kayaking? Share your experiences with us.
Seasonal food experiences
Restaurants and cafés that offer the very best of Scotland’s natural larder with locally sourced produce.
Attraction reopenings
Are there any visitor attractions reopening for the spring / summer season from March to October? We're also looking for Easter events and special exhibitions.
Boat trips and watersports
We'd like to promote boat trips which take in the many islands and natural wildlife of Scotland. We're also looking for watersports like canoeing, kayaking, sailing, stand-up paddleboarding, and coasteering.
Hidden island gems
We're looking for insider tips about lesser-known island attractions and experiences.
Agritourism experiences
Luxury lodges, glamping pods, and farm stay experiences that include tours, events, and food and drink.

Our summer themes

Ben Nevis

June - August

Summer is Scotland’s event season, filled with world-class festivals.

Visitors might also want to go on great days out, exploring the outdoors, or to escape to off-the-beaten track destinations.

Authentic experiences we wish to promote

Outdoor adventure experiences
We're looking for bookable outdoor experiences and tours. Walking and cycling tours, but also white-water rafting and bungee jumping.
Insider tips and hidden gems
We're looking for off-the-beaten track experiences in the less-travelled corners of our country.
Think coastal towns in Berwickshire, or peaceful retreats in the Angus countryside. But also sandy beaches in Dumfries & Galloway, or the lochs and mountains of the Cowal Peninsula.
Food markets and similar
We're looking for independent food traders who sell local food and drink and showcase the very best of Scotland’s natural larder.

Download our marketing calendar

Our marketing calendar for 2024-2025 shows our key messages and authentic experiences for each season.

See what's happening this year

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