Campaign to capture imagination of international markets

A global marketing campaign has been launched by national tourism body VisitScotland to keep Scotland front of mind for potential visitors as they make their future travel plans. It will form a strategically timed global roll-out to key markets – critical to helping to build back Scottish tourism sustainably – to support the long-term recovery of the country’s tourism and events industry from the impacts of COVID-19 and subsequent restrictions.

Scotland is Calling will also be rolled out across the UK to support the domestic market recovery and extend the visitor season through autumn and winter.

The campaign aims to appeal to the hearts and minds of future visitors, inviting them to enjoy Scotland’s world class food and drink, events, film and culture. Targeted consumer content will feature on digital channels, social media and through publishing partnerships.

Tourism Minister Ivan McKee said: “Scotland is one of the world’s leading tourism destinations and we want it to remain one of the top destinations for visitors from across the world.

“This funding follows the recommendations from the Tourism Recovery Taskforce and will ensure our tourism businesses that would normally rely on international visitors are ready to welcome guests back to Scotland. We have so much to offer, from crystal clear blue waters and white sands to rolling hills and bustling cities. There is something for everyone and we want visitors to start thinking about and planning their trips to Scotland when the time is right.”

Vicki Miller, Director of Marketing and Digital at VisitScotland, said: “International visitors are critical in helping Scotland’s tourism industry to build back sustainably as it recovers from the impacts of the COVID-19 pandemic. We know there is pent-up demand for travel and we want to ensure that we inspire potential visitors with what Scotland has to offer and make it their first-choice destination when they can travel.

“The campaign will support the work of inbound tour operators and Destination Management Companies who bring high-value visitors to Scotland and deliver a regional and seasonal spread of visitors across the country. It will also supplement our key domestic market recovery activity, with a focus on extending the visitor season over the autumn and winter months.

“VisitScotland is focused on the recovery of the industry, building a destination and visitor experience which allows tourism and events to flourish now and in the future. We’ll continue to work with, and support, businesses to ensure we rebuild this vital part of Scotland’s economy.”

View the Scotland is Calling campaign video here:

The businesses and locations which feature in the video include:

  • Glamis Castle, Angus
  • Dunnottar Castle, Aberdeenshire
  • E bikes at Corrie Fee, Angus
  • Johnnie Walker Princes Street, Edinburgh
  • Edinburgh Castle, Edinburgh
  • The Ubiquitous Chip, Glasgow
  • West Sands & Old Course St Andrews, Fife
  • Lobster Shack, North Berwick
  • Glenapp Castle, Ayrshire