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Scotland is Calling Industry Guide

Fri 1 Oct 21

Scotland is Calling

Launched today (30 September) VisitScotland's new £6.5 million global marketing campaign – Scotland is Calling – is designed to support the recovery of Scotland’s tourism industry, by keeping Scotland front of mind with high-spending international visitors.

VisitScotland are aiming to make Scotland the first-choice destination when international travel is possible again – encouraging forward bookings for late 2021 through to 2022 and beyond – and delivering sustainable long-term growth.

And, to ensure it is a truly global campaign, activity will also launch in the UK under the Scotland is Calling banner – but highlighting different attractions and experiences for visitors that are more knowledgeable about what a Scotland holiday offers. 

Visiting Scotland from international countries

The campaign will form a strategically timed global roll-out to key markets. The Scottish tourism sector has been devastated by the pandemic, particularly by the loss of income from international markets, including North America and Europe.  

On average US visitors spend four times more than UK visitors, with European visitors spending twice as much*. In 2019, prior to the pandemic, Scotland welcomed 3.5 million international visitors who generated 43% of the total tourism spend that year.

*Take a look at our research and insights page where you'll find our latest market insights and key facts on tourism in Scotland.

What does it look like? 

The activity is created around our visitors’ journey and designed to create an inspirational hook, to provide an idea of what a holiday in Scotland looks like and ultimately help visitors plan their trip to Scotland.  

VisitScotland will be lauching a range of different campaign films aimed at the UK, European and international markets to inspire, excite and inform our future visitors.

All films and campaign activity will drive visitors to

You can access all the imagery used within the campaign from our Digital Media Library, just search ’Scotland is Calling’, and our videos will be available to access from their YouTube channel.

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