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Days Out Campaign Launches

Mon 8 Nov 21

VisitScotland have launched a new campaign encouraging people across Scotland to experience a Great Day Out across the country this winter.

Whether it's visiting the lions at Five Sisters Zoo or enjoying a chocolate tasting experience from Master Chocolatier Iain Burnett in Perthshire, the Great Days Out in Scotland campaign will bring many of the country’s fantastic attractions and experiences to life.


As part of this campaign, visitors will also be able to take advantage of discounted tickets to businesses participating in the Days Out Incentive Fund. Around 140 businesses have so far received funding to subsidise the cost of tickets, allowing visitors up to 50% off admission per ticket up to the value of £20.

Administered by VisitScotland, on behalf of the Scottish Government, the incentive scheme is aimed at supporting tourism recovery by providing a boost for visitor attractions, day tour excursions and outdoor wildlife and adventure activities during the quieter winter months. Businesses will still be able to apply for the Days Out Incentive Fund when it reopens later this month.

Using a combination of paid media and digital activity, including print and broadcast advertising, online videos and social media, the campaign – running from now until 18 February 2022 – aims to inspire Scots to get out and explore the country on a day out or short break.

A dedicated Great Days Out in Scotland landing page on our hugely popular consumer website will direct visitors to businesses participating in the incentive scheme, as well as showcase the vast range of paid and free visitor attractions, adrenaline-filled outdoor adventures and food and drink experiences on offer throughout the country during the winter.

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Tourism Minister Ivan McKee

The loss of international visitors over the past year has had a major impact on visitor attractions, tours and activity providers, in particular.

The Scottish tourism and events industry need the support of people living in Scotland. The Great Days Out in Scotland campaign will help inspire people to brighten up their winter days by taking part in a day out with family or friends at one of the many fascinating visitor attractions or experiences on offer across the country.

The campaign delivered in partnership with the Days Out Incentive Fund will help generate income for this sector during the quieter months, helping to rebuild consumer confidence as well as supplement our key domestic market recovery activity.

Tourism is a force for good, creating economic and social value in every corner of Scotland and enhancing the wellbeing of everyone who experiences it. Tourism makes Scotland richer, economically and socially, and without it, Scotland would be a much poorer place.

Vicki Miller, Director of Marketing and Digital at VisitScotland

We are delighted to be participating in the Great Days Out in Scotland campaign. COVID-19 has had a major impact on our visitor numbers over the last 18 months and we are optimistic that this scheme will inspire the people of Scotland to take a day out with their family or friends, supporting Scottish visitor attractions through these quieter times.

Mhairi Cross, Chief Executive of the National Mining Museum

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