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Visit Scotland | Alba
Article published 30/04/2021

A series of adverts bringing to life the unique experiences on offer across the Scottish Borders and Dumfries & Galloway will air on Channel 4 in May and June.

We've developed the adverts in collaboration with Expedia as part of the See South Scotland campaign, which will air from Saturday 1 May during The Great Garden Revolution at 8pm and throughout May and June.

Biking in Dumfries & Galloway

The TV adverts, which first aired in 2020 and were then put on hold due to the COVID-19 pandemic and travel restrictions, will take viewers on a journey to ultimately encourage visitors to book a spring or summer break in the south of Scotland. The call to action from these adverts are to drive visitors to Expedia and the dedicated See South Scotland pages of

The three 30-second television adverts, which were filmed in February last year by OSCAR®nominated production company The Chase Films, focus on lifestyle, adventure, and food and drink, and mark the return of the successful See South Scotland campaign.

Abbotsford House

Tourism businesses have a starring role in the adverts. Businesses from the Scottish Borders include The Borders Distillery in Hawick, Provender restaurant in Melrose, Abbotsford the Home of Sir Walter Scott near Melrose, Cocoa Black chocolate boutique in Peebles and Rib Rides St Abbs.

Dumfries & Galloway businesses include The Globe Inn, Dumfries, Hazel Campbell painting classes in Kirkcudbright, Galloway Activity Centre, Peter Pan Moat Brae and Kirroughtree 7stanes. 

We’re delighted to be able to bring back our See South Scotland adverts to Channel 4 once again, after what has been a long and devastating year for the industry.

These adverts showcase some of the hardworking individuals and businesses that make the Scottish Borders and Dumfries & Galloway the unique place that it is and now is the right time to bring them back to our screens and reach audiences that are actively holiday planning, and provide a much-needed boost for the tourism industry.

The See South Scotland campaign highlights that the experience of Scotland starts from the moment visitors cross the border and enter the south of Scotland, where they can immerse themselves in unique Scottish experiences right across the Scottish Borders and Dumfries & Galloway.

We're focused on the recovery of the industry, building a destination and visitor experience which allows tourism and events to flourish now and in the future. Tourism is a force for good – creating economic and social value in every corner of Scotland and enhancing the well-being of everyone who experiences it.

Paula Ward, Regional Leadership Director at VisitScotland

Look out for the adverts featuring during the following Channel 4 programmes:

  • Saturday 1 May, The Great Garden Revolution, 8pm
  • Wednesday 5 May, Location, Location, Location, 8pm
  • Wednesday 5 May, Johnny Vegas Carry on Glamping, 10pm
  • Friday 7 May, Food Unwrapped, 8pm
  • Saturday 8 May, The Great Garden Revolution, 8pm