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Visit Scotland | Alba
Article published 06/04/2020

Absence makes the heart grow fonder

We launched a film on 3 April to remind visitors what Scotland has to offer, trigger memories of previous visits and, most importantly, remember that while a visit isn’t possible right now, it will be in the future.

The tourism industry is facing its toughest-ever challenge at the moment and we wanted to send a message of hope for a future when the world is able to travel again.

The response from both consumers and you within the tourism industry has been tremendous.

Messages of support | global

Thank you @VisitScotland for a wonderful video!

This is so beautiful. I’m going to pin this video as I love Scotland for it’s beauty, culture & people... ❤

We were supposed to return this fall for a visit - postponing and longing for healing for us all.

Right that’s my summer planned - which summer is the question...

The film in numbers

1.6 million people reached across our channels in the first four days (YouTube, Facebook, Instagram and Twitter).

YouTube | more views than we’ve ever had on any organic video in the initial days after release. 19 x more views on YouTube than typical videos on the channel do in the first four days. 

Facebook | 69% more reach on Facebook than the average video this year.

Twitter | 188% more reach on Twitter than the average video this year.

Instagram | 14% more reach on Instagram than the average video this year.

LinkedIn | 6,074 impressions and 12.45% engagement

VisitScotland.org | 1,951 views

Messages of support | Scotland

What an emotive film, loved it. Scotland will wait!

This is a stunning piece of work. Well worth watching – and a handy reminder to stay home. All of this beauty will still be waiting for us when we’re able to head out into the countryside again.

We will leave the end of the working week here. Beautiful and thoughtful piece put together by VisitScotland on how absence really does make the heart grow fonder. Stay safe; and stay indoors.

Scotland is definitely worth waiting for!

Best practice | sharing content during COVID-19

Although now is not the right time to start ramping up content across our social media, it’s important to continue to engage with customers, ensuring that we’re sensitive to how they’re feeling in this time of crisis.

We appreciate that it’s an extremely difficult time for businesses across Scotland, that’s why we’ve outlined some best practice advice on what to share on your digital channels (website and social media) during the current and evolving COVID-19 situation.

And, if you’d like to access our film to share across your channels and communicate with your visitors, we've made the film available to access on our YouTube channel. We've also made the film available with subtitles in German, Spanish, French, Dutch, Italian and Mandarin.

Advice and support

We're here to support your business during this challenging time and doing everything we can to help in a rapidly evolving environment. To help advise Scottish tourism businesses on the situation we've set up a dedicated coronavirus (COVID-19) advice page.