(TAN): VisitScotland has announced a responsible tourism campaign to raise awareness of the importance of exploring the outdoors responsibly with the focus on asking people to leave no trace of their visit and protect Scotland’s countryside.
The GBP 124,000 (USD 170,000) campaign, which looks to counteract some of the issues seen as a result of a new, home grown audience of visitors discovering and enjoying Scotland’s countryside will call on people to respect, protect and enjoy Scotland. It includes a responsible tourism film and script which will be broadcast across radio, YouTube, Facebook and Instagram alongside billboard and outdoor digital screen advertising in all of Scotland’s main cities.
This work will be supported by a dedicated responsible tourism page on visitscotland.com, dedicated itineraries created for travel trade and information and advice for the tourism sector on the corporate website.
With more people enjoying the outdoors as the weather improves and the plan for lockdown restrictions to be lifted towards the end of April, VisitScotland’s campaign will reinforce the importance that as visitors, we should be aware of the consequences of our visits on our stunning landscapes, wildlife and communities.
The activity, which supports the visitor management strategy announced by Cabinet Secretary for Rural Economy and Tourism, Fergus Ewing on Friday, will ask visitors to protect our countryside, respect the local communities, wildlife and landscapes but still enjoy the beautiful natural resources we have across the country.
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Vicki Miller, director of marketing & digital at VisitScotland, said: “This campaign is hugely important particularly at this time, as we are all enjoying outdoors more due to restrictions to other sections of the tourism industry. It is imperative that we realise the impact of our visits on these areas and our individual and collective responsibility to care for Scotland. We want to protect the stunning landscapes and wildlife that Scotland is famous for and the local communities that are such an important part of our culture. We are asking everyone to help keep Scotland special by ensuring we protect our natural resources by being responsible and respectful when out and about.”
The national tourism organisation’s campaign is part of the Visitor Management Strategy and Steering Group, led by the Scottish government and VisitScotland and includes three workstream groups with focuses on education and marketing, investment and infrastructure, and prevention, regulation & reassurance.
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