We've launched a global marketing campaign to keep Scotland front of mind for potential visitors as they make their future travel plans. Scotland is Calling is aimed specifically at overseas visitors who, research suggests, spend longer planning and researching their trips.
It will form a strategically timed global roll-out to key markets – critical to helping to build back Scottish tourism sustainably – to support the long-term recovery of the country’s tourism and events industry from the impacts of COVID-19 and subsequent restrictions.
The 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. Re-engaging with international visitors now aims to benefit Scotland against competitor destinations.
An international demand building programme is one of several tourism recovery proposals developed by the Scottish Tourism Emergency Response Group (STERG) and funded by the Scottish Government in response to the COVID-19 pandemic.
Scotland is Calling will also be rolled out across the UK to support the domestic market recovery and extend the visitor season through autumn and winter.
The campaign aims to appeal to the hearts and minds of future visitors, inviting them to enjoy Scotland’s world class food and drink, events, film and culture. Targeted consumer content will feature on digital channels, social media and through publishing partnerships.
We'll also engage with travel media through educational activity to help industry develop sustainable and responsible travel itineraries.
As part of Scotland is Calling, a new Inbound Operator and Marketing Fund has been launched to support Scottish-based Tour Operators and Destination Management Companies (DMCs) working internationally to develop and market new responsible tourism itineraries.
The £6.5 million marketing campaign, coupled with the £1.5 million fund, supports Scotland’s brand positioning as a welcoming, inclusive and progressive nation with content telling Scotland’s story as a responsible destination where you can slow down, re-charge, escape and enjoy immersive and sustainable tourism experiences.