North West Highlands UNESCO Global Geopark taking in swathe of Sutherland to be included in VisitScotland marketing drive drawing global attention to precious Scotland-wide trail
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SOME of Scotland’s most iconic, diverse and culturally significant sites are being promoted to domestic and international visitors with the launch of a dedicated VisitScotland marketing campaign, developed in collaboration with UNESCO and designation partners.
The campaign will promote Scotland’s UNESCO Trail to potential visitors from the UK, Germany and France with the aim of encouraging them to discover more about the country’s 13 place-based designations included in the trail.
Amongst them is the North West Highlands UNESCO Global Geopark which takes in a swathe of Sutherland.
The world’s first UNESCO Trail was launched last year to connect the unique sites that include World Heritage Sites, Biospheres, Global Geoparks and Creative Cities to form a dedicated digital trail.
The trail was designed specifically to support the ambitions of the national strategy to make Scotland a world-leading responsible tourism destination by encouraging visitors to stay longer, visit all year round, make sustainable travel choices, explore more widely and at the right time of the year, and in turn, contribute to the sustainable quality of life of those communities surrounding the designated sites.
The marketing campaign will run across social media channels and display advertising in the UK, with EU marketing starting in October and a publishing partnership with Wanderlust in November.
It aims to ensure Scotland is front of mind, taking visitors on a cultural journey across the country experiencing everything from history to science, music, design and literature to nature and cityscapes.
It will build on the success of ongoing organic activity to promote the trail. Since its launch last year, posts featuring locations throughout the trail on VisitScotland’s global social media channels have reached potential visitors 16.69 million times.
Research suggests overseas visitors stay longer and spend more, with their continued return seen as critical to the recovery of Scotland’s valuable tourism and events industry.
In 2019, Scotland welcomed 3.5 million overnight international visitors, which generated 43 per cent of the total tourism spend that year.
Tourism Minister Ivan McKee said: “Last year I launched the world’s first ever UNESCO trail at the V&A in Dundee, which brings together some of Scotland’s most iconic, diverse and culturally significant sites.
“I welcome the next phase of the trail and the opportunity to promote our unique UNESCO designations within the UK and Europe, to invite visitors on a cultural journey across the country to experience everything from history to science, music, design and literature to nature and cityscapes.
“The trail helps visitors make responsible and sustainable choices through environmentally friendly travel and partnership with green accredited businesses. This will help support sustainable recovery and achieve our mission to grow the value and enhance the benefits of tourism across Scotland as set out in our tourism Strategy Scotland 2030.”
VisitScotland head of brand and content Cat Leaver said: “Whether it is the iconic Forth Bridge, the vibrancy of Glasgow’s music scene or the vast and varied landscape of Shetland’s Geopark, Scotland’s UNESCO Trail has something for everyone. Since the launch of this world first digital trail last year, it has already captured the attention of audiences from across the world on our global channels.
“This next phase will help build deeper connections with potential visitors in the UK and Europe to inspire them to take a once-in-a-lifetime experience across the country, delving into its history and heritage and experiencing the wonder of its natural assets and the magic that inspires, art, music and literature.
“We want to encourage visitors to stay longer, explore more widely and spend in the local supply chain, contributing to the sustainable quality of these communities.
“VisitScotland is committed to championing change to shape the responsible growth of Scotland’s valuable tourism and events industry in a way that respects people and places. Tourism is a force for good. It creates jobs, sustains communities and contributes significantly to the economy.”
Francesca Osowska, CEO of NatureScot and chair of Scotland’s UNESCO Trail Steering Group, said: “From the rich diversity of plants and wildlife in Galloway and Southern Ayrshire to the dramatic sea stacks and marine life of St Kilda, our UNESCO Trail gives visitors from near and far the opportunity to explore Scotland’s natural and cultural heritage in a responsible way.
"Sustainable tourism and greener travel are at the heart of our ambitions for the UNESCO trail. This is essential as we increase our efforts to tackle the climate change and nature loss emergencies.”
The full list of designations included in Scotland’s UNESCO Trail are:
- Galloway & Southern Ayrshire UNESCO Biosphere
- Wester Ross UNESCO Biosphere
- Dundee UNESCO City of Design
- Edinburgh UNESCO City of Literature
- Glasgow UNESCO City of Music
- Shetland UNESCO Global Geopark
- North West Highlands UNESCO Global Geopark
- Forth Bridge UNESCO World Heritage Site
- Frontiers of the Roman Empire: Antonine Wall UNESCO World Heritage Site
- New Lanark UNESCO World Heritage Site
- Heart of Neolithic Orkney UNESCO World Heritage Site
- Old and New Towns of Edinburgh UNESCO World Heritage Site
- St Kilda World Heritage Site.
For more information, visit www.visitscotland.com/unesco-trail
