International Communications Framework

5. Audience insight

Scotland’s reputation as a welcoming, beautiful country is demonstrated in the Scotland Visitor Survey with the top reasons for visiting being 70% scenery and landscape, and 48% history and culture.

This perception of Scotland is reflected in the 2022 annual Nation Brands Survey which ranked Scotland 15th out of 60 countries based on global perceptions, indicating that Scotland has a high level of international recognition. Natural beauty, welcoming, historic buildings and peace and security attributes all ranked in the top 10.

Research identified that despite some progress, global perceptions of Scotland can feel outdated, including notions of Scotland being isolated and traditional rather than progressive and pioneering.^[1] Scotland has strong top-of-mind associations, but these can lack relevance to decisions about where to live, work, study and do business.

To give Scotland’s reputation more competitive relevance, research^[2] suggested communicators need to balance ‘credibility’ and ‘character’. They need to use evidence of actions and character to show credibility and develop a narrative that builds emotional connection with these actions, based on the distinctively Scottish values and traits that drive them.

Research suggested Scotland has a distinctively appealing narrative, based on its ability to blend bold ideas, warm/caring values, and a spirited determination to make a positive difference. In Scotland we often start with a conviction that there must be a better way of doing things which is aligned to the ‘quest’^[2] storytelling archetype. A quest narrative typically involves a difficult journey toward a specific mission or a goal. There are usually a series of obstacles to overcome and knowledge is gained on the journey to making the goal become a reality.