Marketing Masterclass with VisitScotland

Join us for a tourism marketing workshop as part of the city’s new 2025-30 Tourism Strategy, focusing on how we position Dundee as a destination towards our vision of becoming one of Europe’s leading emerging city break destinations.

In the session you’ll hear from:

• Leanne Mallon, Head of Performance Marketing at VisitScotland. Leanne will provide an overview of how VisitScotland is adapting its approach to changing visitor needs, market insights and marketing approaches marketing.

• Tara Wainwright, Chair, Dundee Tourism Marketing Sub-Group. Tara will outline the approach to city marketing envisioned in the new Tourism Strategy and Action Plan.

We’ll then move into a collaborative workshop unpacking the positioning of Dundee as ‘the UK’s coolest little city’, exploring what our cool is and how we package and position through one singular consistent, compelling narrative to enhance the overall reputation of the city. We’ll look at how we engage visitors with high quality experiences that play to our strengths, ultimately building business resilience and profitability towards a sustainable visitor economy.

The session will also draw on recent Dundee visitor profiling research commissioned as part of the strategy development which compares Dundee’s visitor profile with similar destinations across the UK.

Agenda

10:30 – 10:35 | Welcome & Scene-setting – Jennifer Caswell, Team Leader – City Promotion, Dundee City Council

10:35 – 11:05 | The Changing Nature of Tourism Marketing – Leanne Mallon, Head of Performance Marketing, VisitScotland

11:05 – 11:35 | Dundee’s Approach to Destination Marketing – Tara Wainwright, Chair, Dundee Tourism Marketing Sub-Group

11:35 – 12:20 | Defining Dundee’s ‘Cool’ for Visitors – Workshop

12:20 – 12:30 | Closing Remarks – Tara Wainwright, Chair, Dundee Tourism Marketing Sub-Group

This workshop is specifically directed at marketers. If you are not the main person handling marketing in your business, please forward the details of this event to the relevant colleague to attend. If you are a micro-business and look after marketing yourself, then this is for you.

Host or Publisher Dundee City Council