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WATCH: VisitScotland launches emotional film to welcome back tourists

VisitScotland has launched an emotive film as part of a £3 million marketing campaign to celebrating the reopening of the tourism sector.

The film, which features breathtaking scenery from all over the country, was made to remind Scots about the benefits of taking a staycation and appreciating the plethora of places to explore on home soil.

The new campaign – which boasts the message, “Only in Scotland can travelling so little make such a big difference” – was launched to coincide with the reopening of the tourism sector on 15 July.

Scots are now able to travel as far as they like within the country to stay in all types of holiday accommodation in accordance with current guidelines.

Local pubs, restaurants and cafes will also be able to open up again and welcome customers from the same date.

Campaign bosses said the tourism industry in Scotland has been “devastated” by coronavirus and VisitScotland is urging people to give their wellbeing a boost by rediscovering their own country.

The marketing aim is to ensure that tourism businesses will be able to open with the support of local communities. At the heart of the campaign is the safety of staff, tourists and visitors.

The film can be seen and heard on radio and TV stations across Scotland from Wednesday, including STV, Channel 4, ITV and Sky.

From the end of July, the campaign will be extended to the rest of the UK, including a partnership with TripAdvisor and Expedia.

VisitScotland’s Director of Marketing, Vicki Miller said: “We’re delighted to finally be in the position to be able to launch a marketing campaign to celebrate the reopening of tourism.

“The Covid-19 pandemic has had a devastating impact on the industry, and we’d like to encourage people across Scotland to get out there and support businesses in any way we can.

“This film celebrates the huge variety of activities we have right across the country, showing you don’t have to travel too far to have a fantastic experience. Alongside this though, it’s important we respect that tourism might not look the same as before, but the warm Scottish welcome remains. We ask that people follow the recommended guidelines, book in advance and respect the local communities so there’s something to enjoy for everyone.”

Tourism Secretary Fergus Ewing said: “It’s been an extremely tough period for Scotland’s tourism sector but thanks to everyone’s efforts in suppressing the virus, we are now at the stage where we can warmly welcome visitors once again.
“VisitScotland’s marketing campaign will be instrumental in encouraging people back to our hotels, restaurants and visitor attractions. Our country has so much to offer and I hope people in Scotland take this opportunity to book a well-deserved break, and support our world-class tourism industry in turn.

“With guidance for businesses and visitors now in place, I would encourage anyone looking to enjoy our attractions, cities and rural areas to plan ahead and familiarise themselves with advice on how to do so safely, whilst respecting local communities.”