The most stunning coastal waters and landscapes in Scotland – particularly across the north and north-east – are being showcased by the world-famous National Geographic.
VisitScotland is seeking to attract more tourist through a collaboration with National Geographic to create content specifically highlighting some of the country’s finest scenic locations ahead of the upcoming Year of Coasts and Waters.
The national tourism organisation, which is celebrating its 50th year in operation, is working alongside the media company to showcase the best Scotland has to offer through their websites in the UK, Germany, France and the Netherlands.
The areas have been targeted as all three feature in Scotland’s top ten international visitor markets with statistics suggesting nationals from Germany, France and the Netherlands are most likely to visit Scotland’s scenery and rugged landscape.
Visitors from the three countries are also said to spend more time on average in Scotland than anywhere else in the UK, enhancing the local economy by visiting businesses and attractions.
The partnership kicks off with a photo essay featuring the words and images of renowned National Geographic photographer Jim Richardson who has been capturing Scotland on camera for the best part of the past two decades.
Mr Richardson, who hails from Kansas in the United States, will share his long-lasting love of Scotland alongside his own personal perspective on the communities of Scotland’s coasts and waters.
Mr Richardson will attribute a selection of his favourite images with the photo essay, which will also be shared through his Instagram account – where he has over 430,000 followers – under the #YCW2020 hashtag.
The partnership is designed to continue into 2020 and is hoped to encourage more visitors to engage with Scotland’s coasts and waters, from wildlife and water-based activities to its rich cultural heritage.
Marie Christie, head of development for VisitScotland’s events directorate, said: “We are incredibly proud to be working with National Geographic and celebrating Scotland’s beautiful landscapes and incredible experiences as part of the Year of Coasts and Waters 2020.
“The content partnership is a huge opportunity to spread the message, in some of our key markets, that Scotland has it all. From fishing and textiles to whisky and wave power, Scotland’s waters have shaped our history and influenced our culture, our stories and our way of life.
“It’s fitting then that we have a full-year placing them in the spotlight, with this campaign strengthening our reputation and encouraging, visitors, locals, and the industry to get involved.”
On average, spending by tourists in Scotland generates around £12billion each year with VisitScotland’s main aim to grow tourism revenues by £1 billion by 2020.
Upcoming features will also include an immersive photo gallery with experiences in, on and around the water and a shareable listicle to inspire visitors to experience Scotland’s coasts and waters.
The Year of Coasts and Waters will be celebrated by the tourist board through a year-long programme of events and activities.
