A MULTI-MILLION pound global marketing campaign is set to bolster the recovery of Scotland’s valuable tourism and events industry by encouraging younger visitors to make Scotland their top travel choice this year.

With 16 to 34 year olds expected to be among the first to travel this year, and global insights suggesting this age range will lead international travel market’s post-Covid revival, VisitScotland is focusing the next phase of Scotland Is Calling on attracting younger visitors. It aims to ensure Scotland is at the front of mind with those yet to make their travel plans.

In 2019, Scotland welcomed 3.5 million overnight international visitors, which generated 43% of the total tourism spend that year. Figures over the same period show that visitors aged 16 to 34 years old were worth an average of £1.5bn to the Scottish economy.

It is hoped attracting younger visitors back to Scotland will kickstart a meaningful recovery for the industry, which has been one of the greatest economic casualties of the pandemic.