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Visit Scotland | Alba
Article published 23/07/2020

Why Scotland Needs You

On 15 July, we launched an inspirational film to coincide with the reopening of tourism businesses across the country following lock-down due to COVID-19 pandemic.

As part of our £3 million campaign, the purpose of the film is to encourage Scots, and those residing in Scotland, to travel close to home in a responsible way and explore what Scotland has to offer. Only in Scotland can travelling so little, make such a big difference.

Our marketing activity will take a phased approach to ensure that tourism businesses will be able to open with the support of local communities and will have the safety of staff and visitors at the heart of the campaign.

The response from the tourism industry, and consumers, has been tremendous, so we thank you for your support of this campaign. Keep the momentum going by continuing to share on social media and keep using #OnlyInScotland and #Take5ForTourism when sharing your social media activity.

Messages of support | global

I have goosebumps watching this. Can’t wait to come back to my favorite country.


Worth a million likes. Salute from Konkan, India.

Oh I am so very homesick, thanks for the beautiful video. I live in Norway, also a beautiful country, but home is where the heart is, and mine will always be in Scotland 

We had to cancel this year, but we're going next year! Love Scotland!

It is very beautiful and one day I'll see more of it.

The film in numbers

The Only in Scotland | Why Scotland Needs You video has reached over one million people on Facebook alone since Wednesday (15 July), with around one third of the engagement coming from Scots – twice what we’d normally expect. Just over a week and its already one of our most shared posts ever!

Our corporate twitter channel saw a record 72,400 impressions in one day, and meanwhile on LinkedIn, our Chief Executive, Malcolm Roughead, welcomed the re-opening day with industry with a reflective blog on a milestone moment for Scottish tourism.

You can view the launch story on, if you missed it last week.

Watch it again

Share the love

We’ve made our films available for you to access and share with your visitors across your social media channels. We have a few different lengths of film available. If you would like to access these, they're available to share from our YouTube channel, and you can also download them from our Digital Media Library.

Please also use #OnlyInScotland and #Take5forTourism when posting and join in the conversation online.