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Visit Scotland | Alba
Article published 26/06/2020

This week we’re moving into recovery mode in Scottish tourism as we all start to focus on the proposed reopening dates. As ever, we’ll be guided by the science, but we will be going out with a rallying cry to get Scots to support their local industry through our new marketing strategy.

It’s been the most difficult of times, but we need Scotland to help to fill the beds that have been empty for the past three months. It’s not about turning on a tap and tourism will be “back to normal” because the recovery will have to be phased, it will need to be when communities are ready to welcome visitors back and it will need to have reassurance and safety at its heart.

Our marketing strategy has been developed in collaboration with the tourism industry and will encourage people to travel close to home initially and build pride amongst Scots to stimulate responsible travel on their own doorstep. We won’t be promoting Scotland to a wider domestic market until we can give a reassurance that we’re fully open for business.

If we want to rebuild Scotland after lockdown, we’ll need to look to our own backdoor to help bring Scotland’s economy back on track.

Malcolm Roughead, Chief Executive, VisitScotland

Latest enewsletter and blog

Please take a look at our most recent enewsletter full of useful advice and resources. It includes the launch of our new marketing strategy, digtal advice, links to guidance for reopening, a new UK-wide industry standard and consumer mark, working with communities, and more...

And read Malcolm's full blog on LinkedIn.