Spreading The Love Of Scotland Through Stories

23rd October 2019

Visit Scotland has launched their latest marketing drive, Only in Scotland, which shines a spotlight on the unique experiences the country has to offer and will help continue the push for more sustainable growth in the industry.

The activity is the next chapter of the Scotland is Now campaign and will reinforce the country's position as a warm, welcoming and creative nation.

It comes as the result of extensive visitor research which showed the need for more investment at the start of the visitor booking process by providing inspiration and ideas to encourage them to book a trip to Scotland.

Only in Scotland activity

Activity will showcase the unique experiences and hidden gems you can discover across Scotland throughout the year. Local tour guides from around the country provide the backbone of the campaign, telling compelling stories which will be shown on VisitScotland.com and other media.

Our Tour Guide Tales tell the story of four guides showcasing the lesser known regions to encourage visitors to try out different parts of the country.

We're investing around £2 million in the campaign with marketing planned in Germany, France, the US, UK and China. We're working in partnership with Matador Network and Expedia in the US, Le Figaro and Amazon in Europe and Stylist magazine in the UK.

Activity will start today, 22 October, and run until March 2020.

What's your story?

In addition to our marketing activity, we also want to work with you - the tourism industry. We've created an industry toolkit with tips on how to get involved, from example social media posts to print promotion to finding the right images - we’ve got it.

We’re encouraging people to come here throughout the year and no longer just explore the tourism hotspots, to get off the beaten track and realise what the locals already know - there are hidden gems just waiting to be discovered throughout Scotland - help us to showcase these to our visitors.

The best way to keep Scotland high on the list of must-see destinations is to make a noise loud enough for people to hear, wherever they are around the world. So, let’s get together and throw a spotlight on our regions. Our Only in Scotland toolkit contains everything you need to know.

Vicki Miller, Director of Marketing at VisitScotland said, "This is a fantastic opportunity for us to continue our work in supporting the sustainable growth in tourism by encouraging further seasonal and regional spread from visitors across Scotland."

"We’ve worked closely with the tourism industry to ensure we give them the tools to be able to support our Only in Scotland activity and help us showcase the breadth of attractions and experience our beautiful country has to offer."