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Visit Scotland | Alba
Article published 30/09/2021

Scotland is Calling

Launched 30 September, our new £6.5 million global marketing campaign – Scotland is Calling – is designed to support the recovery of Scotland’s tourism industry, by keeping Scotland front of mind with high-spending international visitors.

We’re aiming to make Scotland the first-choice destination when international travel is possible again – encouraging forward bookings for late 2021 through to 2022 and beyond – and delivering sustainable long-term growth.

And, to ensure it is a truly global campaign, activity will also launch in the UK under the Scotland is Calling banner – but highlighting different attractions and experiences for visitors that are more knowledgeable about what a Scotland holiday offers. 

Visiting Scotland from international countries

The campaign will form a strategically timed global roll-out to key markets. The Scottish tourism sector has been devastated by the pandemic, particularly by the loss of income from international markets, including North America and Europe.  

On average US visitors spend four times more than UK visitors, with European visitors spending twice as much*. In 2019, prior to the pandemic, Scotland welcomed 3.5 million international visitors who generated 43% of the total tourism spend that year.

*Take a look at our research and insights page where you'll find our latest market insights and key facts on tourism in Scotland.

What does it look like? 

Our activity is created around our visitors’ journey and designed to create an inspirational hook, to provide an idea of what a holiday in Scotland looks like and ultimately help visitors plan their trip to Scotland.  

We’ve got a range of different campaign films aimed at the UK, European and international markets to inspire, excite and inform our future visitors.

Scotland is Calling | UK version

All films and campaign activity will drive visitors to our main homepage –

You can access all the imagery used within the campaign from our Digital Media Library, just register first and search ’Scotland is Calling’. Our videos will be available to access from our YouTube channel.

Scotland is Calling | US version

Get involved

  • Watch our webinar

    Find out more about Scotland is Calling and how your business can get involved. Watch it now.

  • Videos and images

    You can access all the imagery used within the campaign from our Digital Media Library, just search ’Scotland is Calling’, and our videos will be available to access from our YouTube channel.

  • Sharing on social media

    We’d love to set up a Facebook and Twitter relationship with your business page. Why? Well, it’s a way of sharing our new Scotland is Calling videos and images without having to upload a file.

  • Is your business featured?

    We feature businesses from across Scotland on – we’ve got a lot of inspiring content about holidaying in Scotland. Take a look – does your business feature? If so, make sure you share it with your customers!

  • Hashtags... but which one?

    Use #ScotlandIsCalling and #VisitScotland whenever you post on social media.

  • Update and refresh

    Make sure your business listing on is up to date. Inspire visitors with updated imagery, and inspiring information on what you offer. Are your opening hours correct? Do you have COVID-19 practises listed so visitors feel safe when booking? Take a look at our handy guide for you to follow.

  • Get a digital review

    Sign up for a free digital review with one of our Industry Relationship Managers. We’ll do an assessment of your digital footprint, check the basic things that need to be actioned in order for you to be discoverable online, and follow up with a report.

Planning ahead 

To give you an idea of what we have planned across our consumer channels we’ve pulled together a table of the key themes we’ll be focusing on over the coming months. It’s a great way of spotting potential opportunities to get involved through your own marketing.  

What's more, if you have some exciting activity planned that links nicely with our themes then we’d love to hear from you. 

Our marketing calendar – October 2021 to March 2022


Spotlight theme

Key messages

October 2021

Responsible tourism

Scotland offers amazing sustainable experiences.

We want to help protect and restore Scotland’s stunning landscapes and nature for future generations.

Responsible tourism helps local communities thrive.

November 2021

Winter breaks

Scotland is the perfect place for a cosy winter break.

Scotland has a unique range of outdoor activities and snowsports.

Winter is a great time for a city break in Scotland.

December 2021

Events and festivals

Scotland is the perfect stage and home to a range of internationally acclaimed events and festivals throughout the year.

Attending an event or festival in Scotland is a great way to explore a new destination.

Scotland has unique and wonderful winter events and festivals.

January 2022


Touring Scotland responsibly protects our environment and supports local communities.

Our tours help people discover Scotland’s rich history and culture.

Touring Scotland is a great way to explore Scotland’s stunning landscapes and nature.

February 2022

Outdoor adventures

Scotland offers a wide range of outdoor activities for all ages and abilities.

Spending time outdoors and reconnecting with nature supports our wellbeing.

Participating in outdoor activities is a great way to explore new places.

March 2022

Family trips

Scotland offers a variety of shared activities for families.

Places to stay in Scotland are family-friendly and affordable.

Scotland is the perfect place for children to explore the outdoors and be active.

Thank you 

Apart from the stunning landscapes and footage of Scotland that appears throughout our Scotland is Calling films for different countries, you may also recognise some familiar businesses that feature in our new campaign.

A huge thanks to everyone involved in creating Scotland is Calling, our warm welcome is safely in the hands of Scotland’s amazing tourism sector. 

Featured businesses include:

  • Glamis Castle, Angus
  • Dunnottar Castle, Aberdeenshire
  • E bikes at Corrie Fee, Angus 
  • Johnnie Walker Princes Street, Edinburgh 
  • Edinburgh Castle, Edinburgh 
  • The Ubiquitous Chip, Glasgow 
  • West Sands & Old Course St Andrews, Fife
  • Lobster Shack, North Berwick  
  • Glenapp Castle, Ayrshire

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