VisitScotland launches new summer marketing campaign to inspire days out.
With summer holidays now in full swing, a new VisitScotland campaign is urging people across the Highlands to support their local tourism industry by enjoying a day out across the region.
The initiative, which is aimed at primarily at Scots, aims to highlight new places to explore as well as showcasing the many acclaimed attractions and locations that bring visitors from all over the world to Scotland’s shores.
Using a combination of paid media and digital activity including online videos and social media, the Now is Your Time campaign will be live throughout the summer, and will cover five themes starting with a focus on days out before moving to short stays, city breaks, family gatherings and escape & connect experiences to benefit physical and mental wellbeing.
It is hoped the campaign will encourage people across the UK to discover all Scotland has to offer, supporting the recovery of tourism in a safe and responsible way.
With tourism worth more than £1.5 billion to the Highlands economy, supporting around 19,000 jobs, the sector has been devastated by the COVID-19 pandemic, subsequent lockdown and travel restrictions.
Domestic tourism remains one of the Highlands’ most valuable markets an average of 11.6 million day trips made in Scotland pre-COVID, generating approximately £571 million.
Suidhe Viewpoint, near Fort Augustus, and Laggan Locks, in the Great Glen, both feature in the national tourism campaign’s Days Out video.
Other locations in the Highlands that offer exciting days out include:
(From Inverness) Road trip to Dornoch or Ullapool and Wester Ross; or visit Culloden Battlefield or the Moray Coastal Trail, or walk or cycle the Loch Ness 360 Trail.
Cairngorms National Park – Twice the size of the Lake District and bigger than the whole of Luxembourg, discover a whole world of possibilities at Cairngorms National Park, including Munro bagging, stepping back intime at the Highland Folk Museum or exploring the Highland Wildlife Park, dropping in on a distillery or visiting the UK’s only free-grazing reindeer herd at Glenmore, Aviemore.
Snow Roads Scenic Route – Hit the road as you embark on an epic 90-mile journey taking you from the picturesque market town of Blairgowrie to the traditional Highland town of Grantown-on-Spey – a perfect road trip at any time of year
Dunvegan Castle, Isle of Skye – Step back in time and discover the family loom of Clan MacLeod as you wind your way through Dunvegan Castle’s historic past.
Be in awe as you explore the beautiful formal gardens dating back to the 18th century and get lost in the wonders of the castle’s three beautiful gardens where you can feel a real sense of escapism with its tranquil setting.
Chris Taylor, VisitScotland Regional Leadership Director for the Highlands, said:
“The COVID-19 pandemic has had a devastating impact on the tourism and events industry and we can all play a part in helping it recover.
“With the first part of this new campaign we hope to share just some of these experiences and encourage people across the region to get out and explore all the wonderful attractions and locations that we have on our doorstep.
“The Highlands are home to some fantastic days out that suit all ages and interests and now is the time to get out and enjoy them!
“The Scottish tourism and events industry need the support of people living in Scotland – we’re asking everyone to support tourism by taking days out and considering a staycation.
“A day out can be anything from visiting an attraction, enjoying a meal with family and friends or exploring a new location.
“VisitScotland is focused on the responsible 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.”