Promoting Scotland online

5 minute read • Last published: 25 February 2025

Scotland attracts millions of visitors each year. As a business, showcasing the unique attractions in your region is an important part of your marketing strategy. However, when listing things to see and do in Scotland, it's crucial to integrate responsible tourism practices that respect the environment, the community, and Scotland’s cultural heritage.

Here’s how to combine digital marketing with responsible tourism principles in a way that benefits your business and uplifts Scotland as a responsible tourism destination.

Promote responsible tourism options

When highlighting local attractions or activities, businesses should focus on promoting sustainable, low-impact options. Visitors are increasingly seeking eco-friendly and responsible travel experiences.

Recommend activities that minimise environmental harm.
Explore Scotland’s outdoors on foot or by bike instead of driving.
Suggest eco-conscious accommodations and activities that prioritise sustainability.
Highlight local, sustainable dining options, tours focused on conservation, or accommodations that use renewable energy.
Attract travellers who prioritise environmental impact by focusing on responsible travel choices.

Encourage responsible visitor behaviour with practical tips

Businesses can influence visitors to adopt responsible travel habits that reduce environmental impact and enhance their experience with practical advice and offers.

Encourage longer stays
- Offer discounts or special packages for extended stays, such as longer accommodation deals or multi-day activity passes.
- Suggest itineraries that allow visitors to explore the area more deeply without needing to travel to multiple destinations.
- Highlight attractions and activities that encourage visitors to stay longer, such as local cultural experiences, nature tours, or heritage sites that require time to fully appreciate.
Promote off-season visits
- Offer promotions or deals during the off-season to attract visitors, such as discounted rates or exclusive packages.
- Share content on your website or social media about the benefits of visiting in quieter months, like fewer crowds and more intimate experiences.
- Provide information on off-season activities that are still accessible and enjoyable, such as winter walks, seasonal festivals, or local indoor attractions.
Encourage visitors to reduce their carbon footprint
- Create itineraries that focus on local or regional attractions, allowing visitors to explore without long journeys.
- Promote eco-friendly transport options like cycling, walking tours, or public transport to reduce the need for private cars.
- Suggest day trips or local experiences that limit travel, such as local food tours, nearby nature hikes, or cultural visits within walking distance.

Promote responsible events for free

Many visitors are eager to embrace authentic Scottish culture, arts, and traditions in a sustainable way.

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Promote eco-friendly events – Highlight events that incorporate sustainability practices, such as zero-waste festivals, markets that sell sustainably sourced products, or cultural experiences that respect the land and its heritage.
Encourage Local Participation – Promote events that showcase local businesses, artisans, and producers who champion sustainability.

Focus on carbon reduction and sustainability

Consider promoting ways for visitors to reduce their carbon footprint while traveling in Scotland.

Reforestation or visitor incentive programmes – Encourage visitors to have responsibility over their emissions by promoting programmes that support reforestation or renewable energy projects.
Sustainable travel options – Provide information on eco-friendly transport like public transport, electric vehicles, or cycling routes to help reduce carbon footprints.
Signpost to conservation-focused attractions – Direct visitors to eco-conscious sites like wildlife reserves and nature trails, or ethical wildlife tours that support conservation efforts.

Scotland's net zero legislation

Scotland aims to achieve net zero emissions by 2045, with legislation requiring all sectors, including tourism, to contribute to this sustainable goal. Tourism businesses must understand and comply with these regulations to thrive as Scotland transitions into a low-carbon country.

Understanding Scotland's net zero legislation

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Promoting Scotland online

Promote responsible tourism options

Encourage responsible visitor behaviour with practical tips

Encourage longer stays

Promote off-season visits

Encourage visitors to reduce their carbon footprint