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Visit Scotland | Alba
Article published 08/05/2024

Promoting Lanarkshire

Throughout March, we worked with South Lanarkshire Council on a spring marketing campaign to promote Lanarkshire as the ideal short destination break for families in the UK ahead of the Easter holidays.

Across Facebook and Instagram, paid social media posts featured images showcasing the world-class family visitor experiences and outstanding natural beauty on offer including:

  • UNESCO World Heritage Site New Lanark
  • Lanark Loch
  • David Livingston Birthplace
  • Chatelherault and Calderglen Country Parks
  • Falls of Clyde Natural Reserve
  •  National Museum of Rural Life

This recent campaign has been the latest in a series of digital campaigns promoting Lanarkshire. It follows on from successful autumn and winter marketing activity promoting the region as a short break destination, encouraging year-round tourism. 

Visitor insights

Findings from our recently published Visitor Survey 2023 highlights why marketing campaigns like this can help attract more visitors to the region. 

For example, more than a third of people said their trip to Scotland centred around family with: 

  • 13% visiting friends and family
  • 15% travelling with children
  •  14% travelling with other members of their family

The research also showed that:

  • 19% of people were motivated to come to Scotland because of a visitor attraction
  • 48% were attracted by our history and culture
  • 70% of visitors wanted to enjoy our breath-taking scenery and landscapes

Lanarkshire is well served by Central Scotland's transport network making it an easy destination to access for groups of people. The area has a vibrant year-round offering for families, from our heritage sites to stunning countryside, and working with South Lanarkshire Council, we aim to inspire visitors to stay, explore and experience it for themselves.

Lynne Cooper, Regional Director, VisitScotland

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