Our Year's Activities
International Marketing Strategy
Our core function is to help deliver growth by maximising the economic benefits of tourism and marketing is at the heart of everything we do. We, and everyone in the industry, are working to grow tourism revenues by 50% by 2015. This means that, in determining our marketing strategy, we will focus on those customers and markets that will offer the highest value and will help us deliver sustainable growth. While there will always be something for everyone in Scotland, we will focus our budget and our resources on those markets with the greatest potential for economic return (good seasonal and geographic spread).
Key International Markets
In 2006 Scotland received 2.7 million visitors from overseas generating £1.4 billion for the economy.
Other markets in Europe remain strong - France, Spain, Italy, the Netherlands and Sweden and there is good growth potential from new markets in Central and Eastern Europe and Russia.
In the European markets we focus on promoting "Touring", "City Plus" and Golf.
In North American markets a key motivation for visiting Scotland is to follow in the footsteps of Scottish ancestors, so Ancestral Tourism is, in addition, a key focus of the marketing strategy there.
Customer Journey
Much research has gone into defining the Scotland brand over the last few years. The brand essence of Scotland is 'dramatic, enduring, human' and is clearly reflected in our strapline invitation "Scotland - Welcome to our Life" to international visitors from our international markets.
We carry out regular research into the Scotland brand (UK only) and this helps us build up our knowledge of our customer and their needs.
The insights generated by this research have also led us to look at the 'customer journey'. This is the key stages in the visitors' decision making process from consideration through planning and booking, visiting and repeating. We aim to grow the value of tourism by delivering appropriate, motivating communication at these touchpoints. Communications including TV/cinema ads, print and online advertising, search engine marketing, direct mail, joint promotions with third parties. We also use PR, events, dynamic website content to attract new prospects. We promote our Tourist Information Centre information and booking services while visitors are here and regular e-newsletter communication once they've returned home.