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Visit Scotland | Alba
Article published 01/07/2022

As part of Scotland’s Year of Stories 2022, we created a new series of case studies. These highlight the many ways that Scotland’s tourism industry engaged with the Themed Year.

In this case study, we heard from a selection of destination marketing organisation's (DMO) from across the country. They shared more detail about their Year of Stories activity, and why they chose to get involved.

Venture North

Venture North are the Destination Management Organisation for tourism in Caithness and Sutherland. They shared the fascinating tales, history, and legends of Caithness and Sutherland.

Visit Inverness Loch Ness

Visit Inverness Loch Ness used Scotland’s Year of Stories to showcase the Inverness and Loch Ness area. They celebrated all that there is for visitors to see, feel, and experience.

Visit Moray Speyside

Visit Moray Speyside created #TalesofMoraySpeyside. This 12-month campaign designed to highlight the depth of stories across the region to celebrate this Themed Year.

They created a suite of content each month to fit a different theme supporting their regional stories.


For Scotland’s Year of Stories, VisitAberdeenshire chose to capture the tales of locals with a campaign titled “Stories from our Home.” They invited the characters behind local tourism businesses to share tales of what Aberdeen and Aberdeenshire means to them, and what they love most about the region.


VisitCairngorms really got into the storytelling spirit. They focused on the iconic, and some less well-known, places within the Cairngorms.

See how they told the stories  of the region through their campaign "Welcome to the Land of Stories" on

Destination Orkney

Could there be a more apt Themed Year for Orkney than one focused on Stories? Destination Orkney and HIE Orkney certainly made the most of the Year of Stories.

The Discover Orkney’s Stories hero film perfectly portrays the importance of storytelling to the island. It entices visitors to gather round the imaginary hearth to find out more.

Discover Orkney's Stories

South of Scotland Destination Alliance

For Scotland’s Year of Stories, the SSDA invited future visitors to join them on a literary landscape of the South of Scotland.

To unveil the stories of their landscape, SSDA created a wealth of interactive activity. They brought the myths, legends and stories of the South to life for visitors through new tourism product and marketing campaigns.

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