VisitScotland’s new tourism campaign reminds visitors to protect, respect and enjoy Scotland responsibly

VisitScotland’s new tourism campaign reminds visitors to protect, respect and enjoy Scotland responsibly

EDINBURGH, Scotland, 2021-Jul-23 — /Travel PR News/ — VisitScotland has launched a new national responsible tourism campaign with STV dubbed ‘I love it so I look after it’.

Visitors to the area are being asked to consider their impact on Scotland’s landscapes and communities through a series of adverts. The national tourism organisation’s adverts feature tourism businesses, Comrie Croft in Perthshire and The Real Food Café in Tyndrum, Stirlingshire, alongside Loch Lomond and Trossachs National Park and the locals across Glasgow.

The six-week campaign is running from the middle of July through August and will feature two 60 second adverts, video on demand, channel sponsorship and STV channel idents, supported on social media. Visitors and businesses featured in the video are encouraging visitors to seek out Scotland’s beautiful locations, but to leave no trace of their presence – preserving the beauty for others to enjoy next.

The full-length adverts will appear alongside popular STV programmes such as James Martin’s Islands to Highlands, This Morning, Cooking with the Stars, Coronation Street and Emmerdale. Idents will appear alongside shows and films such as Happy Feet 2, Harry Potter and the Goblet of Fire and Professor T.

This TV campaign comes as Scotland moves into level 0, and people across the UK look to holiday at home, exploring all that Scotland has to offer amid remaining COVID-19 travel restrictions.

The National Tourism Organisation’s Now is Your Time campaign is already in full swing, covering five themes; days out, short stays, city breaks, family gatherings and escape & connect experiences to benefit physical and mental wellbeing.

Caroline Warburton, VisitScotland Regional Leadership Director, said: “The provision of tourism and events should not be solely focused on the needs of our visitors but should also have a positive impact on both communities and the environment.

“We have an opportunity to reset our plans based on a more responsible future where an increasing number of visitors want their holidays to make a positive contribution to the communities they are visiting. “We hope that everyone, tourism businesses, communities and visitors will join us in supporting this approach. “To maintain our stunning landscapes, we must all ensure that we protect, respect and enjoy Scotland responsibly by reminding people to leave no physical trace of their visit. “Tourism is a force for good – creating economic and social value in every corner of Scotland and helping to enhance the well-being of those who experience it”.

Comrie Croft owner Andrew Donaldson, said: “Comrie Croft’s core purpose is to have as much balanced, positive impact on our customers, our community, our natural environment and our team as we possibly can. “So, the responsible tourism message is one that really resonates with us and hopefully with the folk watching the adverts on STV too.”

Kenny Auld, Head of Visitor Services at Loch Lomond & The Trossachs National Park Authority, said: “We are already in the midst of a very busy visitor season and that is welcome news for the tourism businesses within the National Park, who have had a particularly tough year. “National Park Rangers are on the ground engaging with visitors and providing information on how they can enjoy their visit while respecting the environment, communities and wildlife here in the National Park.  Our top tip is to plan ahead so that your trip can be as enjoyable as possible and to make it easy to leave no trace of your visit.

“Check the live car park updates on our website, bring a bag so you can take your litter away and think about where your nearest toilets will be.  The National Park is a special place and we all have a part to play in keeping it that way.” Susan Deighan, Director of City Marketing and External Relations at Glasgow Life, said: “With the easing of restrictions and the school summer holidays in full swing, we’re reminding people of the incredible breadth of Glasgow’s tourism and hospitality offer as well as the importance of continuing to support our much-loved local businesses and their post-pandemic recovery.

“From our outstanding cultural attractions to our unrivalled green spaces, shopping, restaurants and nightlife, there’s so much to see and do across Glasgow, which reflects why we have just been named the UK’s best city break destination for 2021 by Condé Nast Traveller magazine.” Sarah Heward, from The Real Food Café in Tyndrum, said: ‘’Being asked to participate in VisitScotland’s responsible tourism campaign and talk about loving Scotland and looking after it, was a genuine honour. This subject couldn’t be closer to our hearts.  “We are passionate preserving the beauty and natural environment for ourselves, our children and our children’s children, whilst enjoying all Scotland has to offer.’’

Notes to Editors

  • Follow us on Twitter: @visitscotnews
  • VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.
  • The organisation’s key objective is to contribute to Scotland Outlook 2030, the national tourism strategy ambition of pursuing a sustainable and responsible tourism agenda.
  • This will be supported by five overarching strategies: Marketing, Events, Quality and Sustainability, Inclusive Tourism, International Engagement.
  • Spending by tourists in Scotland generates around £12 billion of economic activity in the wider Scottish supply chain and contributes around £6 billion to Scottish GDP (in basic prices).
  • For VisitScotland’s press releases go to, tourism statistics and frequently asked questions go to
  • Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
  • For holiday information on Scotland go to
  • For information about business tourism in Scotland go to

Year of Coasts and Waters 2021

  • Scotland’s Coasts and Waters will be showcased throughout 2021 and celebrated with a programme of activity designed to support the nation’s tourism and events sectors.
  • Following input and feedback from the tourism and events industry, there was strong support and a commitment from Scottish Government to rollover the celebratory year into 2021. Work is currently ongoing to rescope and reshape the supported events programme.
  • The year, led by VisitScotland will sustain and build upon the momentum of Scotland’s preceding Themed Years to spotlight, celebrate and promote opportunities to experience and enjoy Scotland’s unrivalled Coasts and Waters, encouraging responsible engagement and participation from the people of Scotland and our visitors.
  • A programme of activities, events and ideas will shine a spotlight on the impact our waters have had on Scotland, from the formation of beautiful natural features to the creation of our national drink – whisky.
  • Join the conversation using #YCW2021
  • Following an industry consultation, the Themed Years are planned to take place every second year to enable more time for planning and collaboration. Given the impact of COVID-19 an exception will be made in 2021 with the 2020 year rolling forward. 2022 will celebrate Scotland’s Year of Stories.


Tel: +44 131 561 7973

Source: VisitScotland