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New campaign encourages visitors to See South Scotland

A major new campaign promoting the South of Scotland as a holiday destination to visitors from across the world has been launched by Scotland's national tourism organisation.

A film encouraging visitors to ‘SEE SOUTH SCOTLAND’ has been unveiled by VisitScotland, as the initial phase in a major two-year campaign to market the whole of the South of Scotland as a tourist destination across its global digital channels for the very first time.

The See South Scotland campaign will promote the south of Scotland as a tourism destination to key overseas markets, focusing on coastal and forest activities in particular. The £500,000 additional funding from the Scottish Government was announced by VisitScotland at its annual tourism conference in Dumfries in October.

It will target potential leisure visitors from key domestic and international markets, encouraging them to visit the South of Scotland as the main driver for their visit to Scotland through the development of online content, foreign press trips, partnerships and digital marketing campaigns.

The film – which attracted higher than average views reaching more than 1,600 in its first week alone - follows a family of four as they take a road trip through the Scottish Borders and Dumfries & Galloway to explore the coastal and forest activities on offer. The family embark on an adventure including adrenaline-fueled cycling at 7Stanes Glentress in Peebles, the rugged coastline of Mull of Galloway in the west to St Abb’s National Nature Reserve in the east. They explore the Cairn Holy Chambered Cairns in Newton Stewart and the aerial adventure at Go Ape Glentress before taking in the spectacular night sky of the Dark Sky Park at Galloway Forest Park.

Scottish Tourism Secretary Fiona Hyslop said: “We are committed to promoting the South of Scotland as a tourism destination and this video is part of a larger, South of Scotland specific marketing campaign. The video and wider campaign highlights the South of Scotland’s unique scenery and tourism attractions including exciting adventure tourism and mountain biking opportunities."

Paula Ward, VisitScotland Regional Leadership Director, said: “This film really does bring to life the dark skies, dramatic coastline and some of the world’s best walking and cycling routes on offer across the south of Scotland."

Janet Redler, Chief Executive of Janet Redler Travel & Tourism, said: "The South of Scotland is an extraordinary part of the United Kingdom, with spectacular scenery, numerous opportunities for outdoor activities, many historic monuments and fascinating visitor attractions. It is well worth a visit in its own right, or as a must-see destination on a tour of Scotland or the UK." 

The film can be viewed here: https://www.youtube.com/watch?v=-Tw8HzZCZGM and there is a dedicated See South Scotland campaign page here: www.visitscotland.com/seesouthscotland

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