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.
Why are you making commenting on The National only available to subscribers?
We know there are thousands of National readers who want to debate, argue and go back and forth in the comments section of our stories. We’ve got the most informed readers in Scotland, asking each other the big questions about the future of our country.
Unfortunately, though, these important debates are being spoiled by a vocal minority of trolls who aren’t really interested in the issues, try to derail the conversations, register under fake names, and post vile abuse.
So that’s why we’ve decided to make the ability to comment only available to our paying subscribers. That way, all the trolls who post abuse on our website will have to pay if they want to join the debate – and risk a permanent ban from the account that they subscribe with.
The conversation will go back to what it should be about – people who care passionately about the issues, but disagree constructively on what we should do about them. Let’s get that debate started!
Callum Baird, Editor of The National
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules hereLast Updated:
Report this comment Cancel