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Visit Scotland | Alba
Article published 31/01/2024

Welcome to the latest regional update for Argyll & the Isles covering July - December 2023. Find out how we've been supporting and promoting tourism in the area. 

Introduction from Regional Director, David Adams McGilp

Welcome to the July-December 2023 edition of our regional industry update for Argyll & the Isles, with an overview of some of the ways we’ve been promoting and supporting tourism in the area over the last few months.

I've been working closely with industry and tourism partners on some key areas for the region, including on issues like the Short Term Let legislation and assisting destinations and businesses in the face of significant disruption to ferry services. 

We reviewed the Argyll & Isles Strategic Tourism Partnership strategy for recovery and growth 2024-25 with emphasis on direct bookings, hero food and drink and outdoor experience products fair work and responsible tourism. 

I also had the pleasure to support Tarbet, Loch Lomond Rural Tourism Infrastructure Fund project partners on a sustainable transport agenda. 

2024 is a big year for the region with some key events on the horizon - we look forward to supporting Explore Islay & Jura at their tourism summit in February as well as the annual Argyll & the Isles Tourism Summit in March. Oban will also host the Clipper Round the World Yacht Race in July and the town is preparing a string of official and fringe event activity to celebrate the occasion.

Regional Director David Adams McGilp, second from the right, with VisitScotland colleagues. 

Marketing Argyll & the Isles to the world

Spirit of the Highlands and Islands campaign comes to a close

Our Spirit of the Highlands and Islands campaign, in partnership with High Life Island and High Council, came to an end after two years of a wide-scale multi-channel marketing campaign targeting both UK and international audiences. 

Argyll & the Isles were prominently promoted in the recent autumn 2023 activity, including:

  • In three new autumn videos. 
  • On the campaign website - the autumn landing page included community stories, inspirational video and audio content, alongside 10 themed itineraries.
  • In the campaign's autumn paid marketing activity. This £185,000 campaign ran from late August until November and through paid social media and publishing partnerships, the campaign reached millions in the UK and EU.


  • As part of the campaign, our press team supported a press trip with The Sunday Post themed around wild swimming. Writer Rebecca Baird visited Wild Hebridean Swimming on Mull, resulting in an article which highlighted the isles as a top destination for wellness breaks. 

Argyll & the Isles on social media

4.19 million reach

Number of times Argyll & the Isles content reached people on social media

403,000 engagements

Reactions, likes and comments, shares and saves of Argyll & the Isles posts

484,000 reach

Top performing post by reach was an Instagram image on the Isle of Iona

Argyll & the Isles in the media

Our Global PR team works to both promote Argyll & the Isles and Scotland across key travel and lifestyle media. In the last six months, the team have shared information and press releases to more than 2,500 media contacts in the UK, North America, Germany, France, China, Australia, and the UAE.

The team pitch ideas to media contacts throughout the year, handle enquiries and requests from global media, and attend events such as the World Travel Market in London. 

They also host press visits across Scotland to generate coverage that truly reflects all the country has to offer.

Use the tabs below to find out how they have promoted Argyll & the Isles to different consumer and industry audiences.

Travel Trade - What's new?

In December, our Intermediary Marketing team held a travel trade workshop to facilitate engagement between Scottish suppliers and buyers. 

Heathery Heights, Kintyre Gin and Ardardan Estate were selected to attend due to their sustainable product offerings and businesses practices. The workshop was for businesses at the early stages of their travel trade readiness journey and an opportunity for them to develop this part of their business.

To find out more about working with travel trade, and to contact the team, visit our travel trade website.

Travel Trade Website

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