Merging Trends in Scottish Tourism Marketing for 2025

Scotland’s tourism sector is evolving, driven by shifting consumer preferences, technological advancements, and a renewed emphasis on responsible tourism and individual experiences for visitors. As we start 2025, businesses in Scotland’s tourism industry must adapt to emerging trends to stay competitive and attract a global audience.

Here are some key trends shaping Scottish tourism marketing in the coming year:

  1. Personalised Travel Experiences

Tourists increasingly seek unique, tailored experiences. From bespoke whisky tours in the Highlands to personalised itineraries for exploring Scotland’s historic castles, you need to tell stories that resonate with individual travellers. For instance, targeted email campaigns can suggest activities based on past bookings or interests, ensuring visitors feel seen, valued, and viewed as individuals.

 

2. Spotlight on Sustainable Tourism

Sustainability has become a core focus for travellers worldwide. In response, Scottish tourism marketing highlights eco-friendly practices, such as promoting stays at carbon-neutral hotels or encouraging visits to destinations accessible by public transport. Unique Cottages has some great completely off-grid properties like Carn Deag Bothy https://www.unique-cottages.co.uk/cottages/central/perthshire/he9-carn-dearg-bothy?searchId=15e2ee11-9afc-4ded-9b5b-c046988930be.  Unique Cottages are offering these eco experiences.

 

3. Celebrating Local Communities

Tourism marketing in 2025 will emphasise Scotland’s vibrant local communities and cultural contributions. Initiatives connecting visitors with local artisans, musicians, and storytellers enrich the tourist experience and support regional economies. Expect storytelling campaigns to spotlight the people behind the scenes, adding authenticity and depth to Scotland’s tourism brand.

Communities across Scotland are working across Scotland, and SCOTO supports their work https://www.scoto.co.uk/about/

“A rapidly growing network seeking to grow, develop and raise awareness of community-led tourism and secure added value from tourism for Scotland’s people and places.

Pic Phil Wilkinson / Great Tapestry of Scotland

4. The Rise of Experiential Travel

Visitors now want to immerse themselves in Scottish culture and heritage rather than merely observe. Marketing campaigns emphasise hands-on experiences such as Gaelic language workshops, traditional Scottish cooking classes, and candle-making, as you can see at Essence of Harris in Tarbert. Story-driven content, especially video, is vital in bringing these experiences to life online.

Voluntourism’ – the concept of visitors spending some time putting something back into the communities they visit.

“TAKE YOUR PART IN LOOKING AFTER ONE OF THE MOST BEAUTIFUL PLACES ON EARTH”

 

5. Digital-First Marketing Strategies

The digital landscape continues to transform how Scotland markets itself to travellers. In 2025, expect a rise in:

    • Augmented Reality (AR) Tours: Virtual guides offer a glimpse of Scotland’s landmarks, such as a historic AR overlay of Edinburgh Castle.
    • Influencer Collaborations: To expand reach, partner with micro-influencers focusing on niche audiences, such as sustainable travel or family-friendly adventures.
    • Social media Trends: Short-form video platforms like TikTok and Instagram Reels will remain essential, for example, featuring for example.

Galloway Forest Park

  • Why it’s perfect: A Dark Sky Park with dense forests, hills, and sparkling lochs, it’s ideal for a mix of natural beauty and stargazing content.
  • Drone shot idea: Daytime shots of lochs and forests, transitioning into timelapse footage of the stars overhead.
  • All roads lead to Whithorn

    • 6. Culinary Tourism on the Rise

Scotland’s food and drink scene garners global attention, with whisky, gin, and local seafood at the forefront. Marketing efforts in 2025 will include promoting farm-to-table dining experiences, food festivals, and regional delicacies. Interactive campaigns might include virtual tastings or cooking sessions with renowned Scottish chefs, bridging the gap between online engagement and real-world visits.  Wilson’s Farm and Kitchen in the Scottish Borders is a fantastic example.  They have curry nights, 25 mile BBQ, and a Field to Fork Farm Tour.

https://wilsonsfarmandkitchen.com/

Kelso Farmers Market

7. Wellness and Slow Travel

Post-pandemic travellers are drawn to wellness-focused and slower-paced vacations. Scottish tourism marketing is capitalising on this by promoting retreats in serene locations like the Outer Hebrides, yoga sessions overlooking Loch Lomond, or meditative forest walks in Perthshire. These campaigns often emphasise mental well-being and Scotland’s tranquil, natural beauty.

Preparing to swim

  1. Focus on Year-Round Tourism

To combat seasonality, marketers create campaigns highlighting Scotland’s appeal beyond the summer months. Winter tourism is gaining traction, focusing on activities like Hogmanay celebrations, cosy stays in countryside cottages, and snow sports in the Cairngorms. Creative storytelling and off-peak travel incentives are vital in encouraging visits during quieter times.

Ellie Sauna February 2024 -Andrew Drane

  1. Leveraging Data and Analytics

Data-driven decision-making is transforming marketing strategies. From predicting peak booking windows to understanding traveller behaviour, data allows Scottish tourism marketers to optimise campaigns and focus resources effectively. Geo-targeted ads and predictive analytics will help attract visitors from your target markets.

  1. Enhanced Accessibility Marketing

Inclusive tourism is a growing priority, with campaigns spotlighting accessible accommodations, attractions, and transport options. Scotland is positioning itself as a welcoming destination for all travellers, ensuring everyone can enjoy its natural beauty and rich history.

Conclusion
As the global tourism landscape evolves, Scotland’s tourism marketers harness innovation, sustainability, and storytelling to attract and inspire visitors. By staying ahead of these trends, Scotland is set to solidify its position as a must-visit destination in 2025 and beyond.

Would you be ready to elevate your tourism marketing strategy? Visit Fiona Drane Marketing to discover expert insights, tailored solutions, and proven approaches to make your business stand out in Scotland’s competitive tourism market.

Fiona Drane Blackwaterfoot Beach Isle of Arran – Andrew Drane