Partnership marketing specialist Cocktail is leading the activity, eyeing tie-ups with retail, online and entertainment partners.
The agency will use the partnerships to promote the tourism body's 'Live It. Visit Scotland' strapline.
It will also aim to generate awareness of Visit Scotland's website to bolster direct sales. It is seeking to increase visitor numbers by 50% over the next 10 years.
Visit Scotland group marketing manager Helen Campbell said the move into commercial partnerships would help open up untapped markets.
Business travellers are a key target audience, alongside families and couples seeking romantic getaways.
This article was first published on Marketing