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Article published 28/07/2022

With the summer holidays well underway and with the nice weather we’ve been experiencing recently, we’ve launched the next phase of our “Keep Scotland Unspoiled” campaign.

The campaign will help both visitors and locals enjoy Scotland safely and responsiblyIt will also continue our support of the recovery of Scotland’s tourism industry, in a responsible way.

As before, we’ve got a mix of activity from social media, local radio and digital advertising to encourage greater access to and enjoyment of Scotland's outdoors. All our activity will use #RespectProtectEnjoy.

Please note: We work with influencers to create certain content as part of our activity. Any of their statements, or any of their content outside the scope of our collaboration might not necessarily reflect our views.

From this month (July) through until September we’re working with some top travel content creators including:


Tourism has a vital role in achieving Scotland’s ambition to be net zero. We must also ensure Scotland remains inclusive, communities are involved, and our natural and cultural heritage is protected for future generations.

What's new?

We've created some fun, new and engaging content for our VisitScotland TikTok channel. Take a look at our latest video about litter filmed in the Pentland Hills and keep an eye out for some upcoming videos on water sports safety and wild swimming.  

Keep Scotland Unspoiled TikTok video


And the results are in

On social media, phase one of our "Keep Scotland Unspoiled" campaign generated 4.6 million impressions on TikTok and 9.1 million impressions on Facebook and Instagram.

Over 19 million had the opportunity to hear our adverts on the radio and we reached a further 1.5 million people through titles such as The Daily Record, Glasgow Live, Edinburgh Live and the Sunday Mail.

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