SCOTLAND has the potential to become a magnet for the billion-pound millennial market, according to VisitScotland.

With its new TV campaign starting tonight, the national tourism organisation believes the country’s growing reputation for outdoor experiences, its award-winning beauty and its warm and welcoming people could position it as a must-visit destination for Generation Y.

Recent figures show that visitors aged 16 to 34 years old – more commonly known as millennials – are worth an average of £1.1 billion to the Scottish economy, generating an average of 4.3 million trips every year. Scotland has proved particularly popular with young Americans and Germans, who represented 15 per cent and 11 per cent of the millennial visits to the country in 2016, respectively.

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As one of the largest generations in history, millennials represent a lucrative market for the global tourism industry. From adventure activities and off-the-beaten track exploring, to quirky accommodation and local food, the generation is best known for its love of unique and authentic experiences.

Last month, VisitScotland announced a new partnership with Channel 4 on an interactive TV campaign which invites viewers to take part in and direct a series of advertisements across a week.

Starting tonight, a cast of six young travellers will experience a range of exciting activities across Scotland, with viewers voting via Twitter, using bespoke hashtags, on what the group will do the following day.

Malcolm Roughead, VisitScotland chief executive, said: “Scotland is more than haggis, tartan and Nessie – it’s an exciting, contemporary destination filled with unmissable experiences and rich culture.

“We want to make millennials here in the UK aware of all the amazing adventures they can have in Scotland.

“From camping under a blanket of stars in the Dark Skies Park in Dumfries and Galloway to road-tripping on the North Coast 500, or from relishing delicious vegan food in Glasgow to feeling the adrenaline-rush of canyoning in Perthshire – there is something for everyone.

The 60-second spots will be broadcast until Friday, during the first ad break of matchmaking show Celebs Go Dating. The exclusive campaign comes ahead of Scotland’s Year of Young People 2018 and supports VisitScotland’s desire to position Scotland as an inspirational destination for millennials.

The national tourism organisation is also working with TripAdvisor, the world’s largest travel website, to capitalise on interest generated by the project by making it quick and easy for viewers to book their own Scottish experience via the TripAdvisor website.

From the adrenaline-inducing 7stanes mountain biking trails at Glentress Forest in Peebles to the vibrancy of Glasgow’s music scene, the advertisements are set to show why Scotland is the ultimate playground for the young and adventurous.

Jane Hector-Jones, group partnerships manager at 4Sales, said: “We are delighted to be working with VisitScotland to deliver this exciting and innovative first.

“E4’s key demographic of 16-34 year olds aligns perfectly with VisitScotland’s millennial target market for this unique campaign that will showcase the charms of beautiful Scotland whilst entertaining and engaging viewers.”