VisitScotland Launches New Campaign to Boost Tourism in Dundee and Angus, Targeting UK, US, and European Visitors

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Somudranil Sarkar

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October 25, 2025 13:35 GMT+5:30

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A new marketing initiative is set to boost the tourism industry in Dundee and Angus. This campaign, supported by an additional £2 million in funding from the Scottish Government, is being driven by VisitScotland and aims to highlight the region’s unique natural beauty and attractions. With the domestic tourism market in Scotland continuing to show signs of unpredictability, this targeted effort seeks to strengthen the appeal of Dundee and Angus to both UK and international visitors.

Targeting Domestic and International Audiences

The campaign will focus on inspiring more visitors from the UK to explore Scotland throughout the year, with particular emphasis on off-season breaks and short stays. The plan is to attract tourists during quieter periods, thereby benefiting the local tourism economy year-round. Aiming to draw more international visitors, the marketing strategy will include collaborations with global travel agency Expedia, along with key influencers and media platforms. This international approach will specifically target high-value markets, including the US and Europe.

Domestic Tourism in Dundee and Angus: Key Figures

Recent data highlights the importance of domestic tourism for the region. Between 2022 and 2024, Dundee and Angus welcomed an average of 546,000 overnight trips from domestic visitors, while 67,000 international visits were recorded. This demonstrates a substantial volume of tourism activity, but there is still potential for growth, especially in attracting visitors throughout the year.

The new marketing campaign will aim to inspire UK tourists to venture beyond Scotland’s traditional tourist hotspots and explore the diverse experiences that Dundee and Angus offer. By spotlighting the region’s natural landscapes, rich cultural heritage, and unique local experiences, the campaign will seek to encourage longer stays and repeat visits.

Encouraging Off-Season Travel

A major aspect of this campaign is promoting off-season travel. Many visitors tend to flock to Scotland during the summer months, but the campaign will encourage them to consider visiting during the quieter months of autumn and winter. By generating demand for these off-peak times, the tourism industry in Dundee and Angus will be able to maintain a steady stream of visitors throughout the year, helping local businesses thrive even during the low season.

Additionally, short breaks are expected to become more popular as the marketing activity targets travelers looking for quick escapes to Scotland’s scenic countryside. Dundee and Angus are perfectly situated to offer these short, relaxing holidays, with easy access to nature, wellness-focused retreats, and historical sites.

VisitScotland’s Business Support Programme: Helping Local Businesses

Beyond marketing campaigns, VisitScotland is providing valuable support to local businesses and event organizers through its Business Support Programme. This initiative offers free access to a digital platform called the Business Support Hub, where businesses can find practical tools and resources to grow and innovate. Topics covered include online booking systems, marketing strategies, sustainability, and customer experience. Additionally, businesses can access real-world case studies, showcasing successful tourism ventures and offering inspiration for future endeavors.

Through this programme, local businesses can also gain insights into improving their pricing strategies, expanding into new markets, and enhancing performance tracking. By providing support to businesses in these key areas, VisitScotland is helping to build a more resilient tourism sector in Dundee and Angus.

Spotlighting Scotland’s Natural Beauty and Wellness Tourism

In line with VisitScotland’s broader strategic approach, wellness tourism is expected to be one of the key themes of the upcoming campaign. According to recent data, wellness remains one of the top reasons people travel, and Scotland is uniquely positioned to capitalize on this trend. The marketing effort will focus on promoting Scotland’s natural beauty as an ideal backdrop for relaxation, rejuvenation, and overall well-being.

Visitors will be encouraged to immerse themselves in the serene landscapes of Dundee and Angus, which offer the perfect setting for outdoor activities, wellness retreats, and restorative experiences. Whether through hiking, exploring the countryside, or enjoying spa treatments, these regions are well-equipped to offer travelers a holistic, mind-body-soul experience.

The Value of Year-Round Tourism for Dundee and Angus

Caroline Warburton, the destination development director at VisitScotland, explained that the UK domestic market continues to be vital for the tourism sector, not only in terms of visitor numbers but also for its role in sustaining businesses year-round. Domestic travelers are more likely to explore a variety of regions, helping local businesses to remain profitable even outside the peak summer months.

By promoting Scotland’s appeal to domestic tourists, the region can attract visitors who are keen to experience the diversity of Scotland, whether it be the tranquil beauty of Dundee and Angus or the bustling cultural hubs of cities like Edinburgh and Glasgow. The campaign also aligns with broader national goals to ensure that tourism continues to thrive throughout the year and not just in high-season months.

Promoting Scotland as a Must-Visit, Year-Round Destination

The ongoing effort by VisitScotland to promote Dundee and Angus as a year-round destination aims to increase the resilience and sustainability of the tourism sector. By highlighting the unique strengths of Scotland, such as its natural beauty, cultural richness, and warm hospitality, the marketing strategy seeks to position the country as a must-visit destination for international and domestic travelers alike.

Conclusion: Strengthening Scotland’s Tourism Industry

With £2 million in additional funding and a targeted approach to both domestic and international audiences, the new campaign will bring much-needed attention to the distinct attractions of Dundee and Angus. Through strategic partnerships with global travel agencies and influencers, VisitScotland hopes to increase visitor numbers and boost the local economy. As part of a broader effort to increase off-season travel and support local businesses, this initiative is set to create long-term positive change in Scotland’s tourism landscape.