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Article published 24/02/2026

Talking all things tourism to dial up regional breaks

Our latest partnership with Times Radio, encourages listeners to write their own Scottish story this winter and spring and highlights our history and culture, food and drink, events, outdoor adventures, Gaelic and the warmth of our people, to audiences across the UK.  

Airing every fortnight on the Times Radio Saturday morning breakfast show, hear from passionate locals. The conversations delve into local heritage, traditions, attractions and experiences that make each region so special. 

Part of our seasonal marketing activity, this campaign encourages residents, and visitors, to discover more destinations, spreading the benefits of tourism throughout the regions during winter and spring. 

This activity, in collaboration with Times Radio, will help drive visitor spread in the local visitor economy and maximise the benefits of off-season tourism and events, in line with the unique needs and opportunities of each destination.   
 

Saturday morning breakfast show co-presenters, Calum Macdonald and Chloe Tilley

Credit: Times Radio

Reaching domestic audiences

Beginning in December 2025, a total of 10 regional spotlights air every fortnight, until mid-April.  

They highlight local attractions, food and drink, and activities, that bring the visitor closer to those communities and culture, and how that can offer a more enriching stay. It’s part of our ongoing activity to help stimulate domestic demand, during the winter months and in the run up to Easter. 

The series includes: 

  • Glasgow – includes Giovanna Eusebi of Eusebi Deli talking about Glasgow’s amazing foodie scene. 
  • Outer Hebrides – features Kenny MacLennan talking about Calanais Stones Visitor Centre.   
  • Ayrshire & Arran – hear from VisitArran Chief Executive and Scottish Thistles: 2025 Individual of the Year winner Sheila Gilmore.  
  • Shetland – 2025 Guizer Jarl and Lerwick Port Authority CEO Calum Grains talks about the islands. 
  • Inverness – Blazin’ Fiddles founder and MacGregors Bars owner Bruce Macgregor has tales to tell.  
  • Gaelic – hear from World Gaelic Week Director and BBC presenter Joy Dunlop. 

Future episodes will cover Stirling, Aberdeenshire, Argyll & Isles and Moray Speyside.  

The power of storytelling

The campaign is a key part of our marketing activity, harnessing the power of storytelling through authentic local voices. Anecdotal feedback from Times Radio is that listeners are “loving this content and [we’ve] found some great guests who make it very engaging”.

We know from our insights that word-of-mouth remains the greatest influence on travel inspiration. Recommendations from the people who know the location best, their personal stories and memories bring destinations to life for visitors as a trusted voice.

The informal and conversational style of radio combined with passionate, local voices, connects with the audience on an emotional, as well as a knowledgeable level. 

For more on our use of storytelling through marketing, visit Building a Community of Storytellers.

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