The Scottish Government

This item was published during the term of a previous administration that ended in April 2007

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Online guide for 'urban adventurers'

02/04/2004

VisitScotland today unveiled a new website and marketing campaign to promote the vibrancy ofScotland's six citiesto a growing breed of young, discerning city-break tourists.

Tourism Minister Frank McAveety launched myvisitscotland.com in Glasgow alongside the website ambassador, television presenter Tess Daly.

The new website is a contemporary insider guide to all that is happening in Aberdeen, Dundee, Edinburgh, Glasgow, Inverness, and Stirling and will be backed up by a full marketing campaign.

myvisitscotland.com targets the growing number of visitors to Scotland's cities classed as 'urban adventurers' - short break tourists looking for a big city experience in a short period of time.

The Minister said:

"This campaign is a great example of the image we should be promoting ofScotland- modern, vibrant, fun, exciting and welcoming.Scotlandis a country with a rich culture and heritage, with the most breathtaking scenery in the world, and with a wonderful natural environment. These assets are obviously important in targeting many of our markets.

"But urbanScotlandhas so much to offer too. Today's launch is about targeting the growing breed of young, discerning short break tourists looking for a big city experience in a short period of time. Building on the success of events such as the MTV Awards, held inEdinburghin 2003, this campaign does exactly that.

"With the increase in direct flights toScotland's cities, the potential for growth and to capitalise on the growing trend for short breaks is enormous.

"But of course the benefits don't need to be limited to the cities alone - unlike so many of our competitors, Scotland's cities are lucky to be within easy travelling distance to some of our most spectacular rural areas."

Tess Dalyhas been selected as the firstUKambassador for myvisitscotland.com, due to her high broadcast profile and widespread appeal amongst youngUKaudiences - as well as her appreciation for Scottish urban culture. Recognising the appeal of music amongst target markets, VisitScotland has also joined forces with Glasgow-basedSpeedway, and myvisitscotland.com will link up with their forthcomingUKtour, which includes appearances in all six Scottish cities throughout May and June.

myvisitscotland.comhas also enlisted the help of six local ambassadors who will give the low-down on 48 hours in their home city, and their recommendations will allow visitors to personalise their short break and take advantage of a range of special offers. It aims to take savvy city break takers where ordinary guidebooks can't, revealing the insider information that is usually the preserve of locals - the unusual architectural gems, the great bars and restaurants, the cool underground arts and music events, or the fastest routes out of town to find great spots for outdoor adventure sports.

The origins of the new site lie in the extensive research undertaken by VisitScotland into the growing city break market, which accounts for 35 per cent of all holidays taken inScotlandbyUKresidents. The trends show that nearly half (48 per cent) of the 4.1 million visitors toScotland's cities each year are young, aged between 16 and 34 years old. They have high - medium disposable incomes and a passion for eating, drinking, good nightlife and shopping. Over three-quarters (80 per cent) are likely to visit without children and the majority are looking for personal recommendations and local knowledge to ensure that their short stay is a distinctive experience. They also generally use the Internet to gather information and make bookings.

Today's launch is the first stage of a 3 - 5 year VisitScotland initiative, aimed to build upon the success of international events such as 2003's MTV Europe Music Awards in Edinburgh, raising the profile of each Scottish city within the rest of the UK, as well as within the Scottish travel market itself. It will also take advantage of the increasing range of low cost air routes toScotland, helpingScotland's cities compete on the international stage. The new site will be supported by cinema and online advertising, direct mail and PR campaigns geared toward the city break market, focusing onUKvisitors who account for 92 per cent of all tourism breaks taken inScotland.