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Tourism body launches new film to show absence makes the heart grow fonder for Scotland

The Callanish Standing Stones on the Isle of Lewis
The Callanish Standing Stones on the Isle of Lewis

VisitScotland has launched a new initiative, offering a “virtual hug” to aficionados of the country, near and far, with a heart-warming film asking them to dream about returning in the future.

The short film, created by the national tourism organisation’s marketing team, is designed to remind visitors what Scotland has to offer, trigger memories of previous visits and deliver the message that, while a visit isn’t possible right now because of the Covid-19 outbreak, it will still be here in the future.

Skye’s Fairy Pools

The tourism industry is facing its toughest-ever challenge and VisitScotland is attempting to send a message of hope for a future when the world is able to travel again.

Built around the idea that absence makes the heart grow fonder, the film features stunning visuals from Skara Brae in Orkney to Loch Ken in Dumfries and Galloway, and from Airlie Monument in Angus to Dunnottar Castle in Aberdeenshire.

Elie is a popular seaside town in the East Neuk of Fife.

The film is available now on VisitScotland’s You Tube channel, in advance of the Easter holidays, a traditionally busy time for the tourism industry and it will have subtitles in German, Spanish, French, Dutch, Italian and Mandarin.

Vicki Miller, VisitScotland’s director of marketing, said: “While many countries are in lockdown with travel restrictions in place, we wanted to send a message of support and hope to our friends around the world.

“We want to assure them that, whilst they can’t visit just now, we will still be here with a warm welcome for them when the time is right.

Aerial view of Dunnottar Castle

“By launching this video, we are encouraging fans of Scotland to share their love for the country by posting memories of their trips here in the past and help them and others dream about their next holiday to Scotland.

“We also recognise the tourism industry has been hit extremely hard by the Covid-19 situation and, while we are already working with them to look at a recovery plan once the timing is appropriate, we’re hopeful the strong emotion people have for Scotland across the globe will help a little in this very difficult time.”

The full link to the film can be found here:

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