One of the organisation's tasks is attracting visitors to Scotland, which it does through advertising, promotional campaigns, as well as encouraging press articles on Scotland and what it has to offer the business or consumer visitor. Since at least 2007 in cinema and television advertising, music entitled North by Paul Mounsey has been used.
VisitScotland also aims to work with the tourism industry in Scotland to maintain standards in visitor attractions and accommodation provision, which it does through its quality grading schemes. VisitScotland works with its industry partners on area tourism partnership agreements. VisitScotland also runs the Thistle Awards, which are awarded to the best tourism businesses each year. Winners in 2013 include Wilderness Scotland and the Glenlivet Distillery Visitor Centre.