Depends where you are. it is known in the US, and its popular with people from the rest of the UK.

It does not seem to be much known in Asia, apart from as the source of whiskey.

I do not about the rest of Europe, but my feeling is that it is not well known.

I have been quite surprised how many people (from Asia and Europe) can visit, or even live in, the UK and not go out of London.

While Scotland is not unknown, there are certainly a lot of people who might visit who have a low awareness of what is there, and articles like this show some very attractive aspects of Scotland.

Keep it that way. The last thing you want is the locust plague turning your beautiful countryside into a theme park where the locals can no longer live.

Weirdly Scotland is more popular with European tourists than you might think. Until recently I lived in a relatively tourist heavy part of the country, near Loch Lomond, and every summer we'd get a lot of cars from European countries on the roads.

I suspect that outside of maybe one main destination city (Edinburgh--maybe two with Glasgow), Scotland probably feels somewhat hard to get around to someone from a very different culture and they may not be wrong.

The coachloads of Chinese tourists that I see every summer make me doubt this.