Legendary Scottish actor James Cosmo has lent his iconic voice to a new VisitScotland video, urging businesses and visitors alike to protect Scotland’s world-famous landscapes for future generations.
The short online video features three Highland tourism businesses—Smugglers Sauna at Rothiemurchus Estate, Wilderness Scotland on a Cairngorms walking tour, and The Lazy Duck in Nethybridge—showcasing the emotional and physical connection that Scotland’s stunning natural surroundings provide.
Cosmo, known for his roles in over 100 films, narrates the video with a heartfelt message about Scotland’s beauty as a vital part of its identity, calling for responsible travel to ensure its preservation.
This campaign is part of VisitScotland’s mission to position Scotland as a must-visit, year-round destination, while encouraging businesses to operate sustainably and minimise their environmental impact.
Scotland’s renowned scenery continues to be a major draw for visitors, with the 2023 Scotland Visitor Survey revealing that 70% of tourists choose Scotland for its landscapes, while 59% believe their trip improved their well-being.
The same research showed that a third of visitors are motivated to act responsibly during their stay, with over a quarter being impressed by the eco-conscious practices they observed.
Highlighting examples of sustainable tourism, the video also features businesses and locations across Scotland, such as the Scottish Cashmere Experience in Angus, D&G Dark Sky Park, and Crossbill Distillery in Glasgow.
Cosmo’s narration celebrates Scotland’s landscapes as more than just visually stunning, describing them as invigorating for the senses, nourishing for the mind, and soothing for the spirit.
He explained:
“As Scots, we know our land is more than just scenery—it’s a living, breathing part of who we are.
“Promoting responsible travel is about respecting that bond and ensuring Scotland’s beauty is preserved for future generations.
“I’m proud to support VisitScotland in this important work.”
The video comes as awareness of sustainable travel grows, with 90% of travellers seeking eco-friendly options, according to Expedia.
Businesses across Scotland are adapting to meet these expectations, focusing on reducing emissions and creating sustainable experiences that cater to the evolving demands of visitors.
Jill Walker, Director of Marketing & Digital at VisitScotland, said:
“James is a tremendous ambassador for Scotland, and his involvement underscores the importance of this message.
“Many businesses are already taking action to protect our environment while delivering memorable experiences.
“We hope this campaign inspires everyone to consider their role in preserving Scotland’s unique beauty.”
VisitScotland is also equipping businesses with the tools to tackle climate change, having relaunched free resources earlier this year.
Their climate action planning guide provides practical advice on reducing emissions and implementing sustainable practices.
By highlighting the efforts of businesses like Smugglers Sauna, Wilderness Scotland, and The Lazy Duck, this campaign not only celebrates Scotland’s natural treasures but also reminds everyone of the collective responsibility to protect them.
For more information and resources on sustainable tourism, visit VisitScotland.org
