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Visit Scotland | Alba
Article published 24/11/2021

A new online campaign, launched in November, is set to inspire American visitors to holiday in the Highlands and the Scottish Borders.

VisitScotland retained National Geographic CreativeWorks to create a range of new online content, including videos and social media activity.

The campaign aims to shine a light on the travel experience visitors can enjoy in both the Scottish Borders and Badenoch, which lies within the Cairngorms National Park, highlighting key themes such as slow travel, community tourism and hidden gems.

With scenery and landscapes among the top reasons why many visitors come to Scotland, the content campaign will include a video article by Michael George, a renowned National Geographic photographer who has been capturing the region on camera as he tours by bike from Galashiels to St Abbs.

Featured locations include visits to Abbotsford House to learn more about the impact Sir Walter Scott had on the region and St Abbs National Nature Reserve to discover how conservation work today aims to benefit the visitors of tomorrow.

St Abbs harbour

Other notable landmarks include Kelso Abbey, Melrose Abbey, Bowhill, the Leaderfoot Viaduct and the Gattonside Suspension Bridge.

For Badenoch, a photo essay by Michael George captures the haunting beauty of one of Scotland’s most picturesque regions. Activity will also highlight other authentic experiences unique to the area including local music, the heritage of shinty and slow adventures such as canoeing on the River Spey.

The campaign launches first to audiences in America and will be rolled out to European countries early next year. Research suggests overseas visitors spend longer planning and researching their trips, so it is hoped the activity will ensure the Scottish Borders and Badenoch area remains front of mind when future visitors are considering their travel wish lists for 2022 and beyond.

The local tourism sector has been devastated by the impact of the COVID-19 pandemic, particularly by the loss of income from international markets, including North America and Europe.

This is an extremely exciting online campaign with a world-renowned media title that will showcase the region’s tourism treasures to international visitors and make sure that these locations are front of mind when visitors make future travel plans.

National Geographic Creativeworks has created some truly stunning, inspirational content that demonstrates the unique and authentic experiences that can be enjoyed within this region.

This is a fantastic opportunity to promote our offering to key markets and encourage visitors to slow down, take their time and really discover all Scotland has to offer.

By highlighting the Scottish Borders and Badenoch we are ensuring we can help spread the benefits that tourism brings as widely as possible. This is particularly important as the industry looks to recovery from the impacts of the pandemic.

Tourism is a force for good, creating economic and social value in every corner of Scotland and enhancing the wellbeing of everyone who experiences it.

Siobhan Rieley, Senior Market Development Manager at VisitScotland