Digital collaboration will showcase marine tourism ahead of Scotland’s Year of Coasts and Waters


A new digital campaign is aiming to generate £1m for Scotland’s economy by inspiring visitors to get on a boat in 2020 to enjoy some of Scotland’s amazing places, islands, and experiences.

‘Must Sea Scotland’, is a campaign designed to show off the nation’s bucket list hotspots along its spectacular waterfronts ahead of VisitScotland’s Year of Coasts and Waters.

It is hoped the campaign will attract over 600,000 visitors over social media platforms by raising awareness of the diversity of opportunities to experience Scotland by boat

The campaign will be supported by a £22,500 VisitScotland Growth Fund award, and will use 360 degree virtual reality videos of must visit locations around Scotland’s coast to encourage visitors from the UK to take to the water next year and enjoy Scotland’s offering.

The campaign aims to target over 600,000 visitors

Using Scotland’s Year of Coasts and Waters 2020 (YCW2020) as a platform, the campaign is led by Sail Scotland who have partnered with National Trust for Scotland, Diageo and CalMac. Ensuring Scotland’s islands, cultural heritage, and distilleries are all part of the key message of the campaign.

Videos of bucket list locations in Scotland will be created to give visitors an immersive, on the water experience of some of the country’s top locations. 

The videos will be supported by blogs and itineraries that provide rich content, including how you can visit the bucket list location, and suggestions for similar experiences. This will introduce visitors to a whole range of other places and experiences beyond those captured in the videos.

The Scottish Government’s Tourism Secretary Fiona Hyslop believes the digital campaign will inspire both Scots and tourists.

Tourism Secretary Fiona Hyslop, said: “Must Sea Scotland is an excellent addition to the expanding calendar of activity for the Year of Coasts and Waters 2020.

“The Scottish Government is committed to supporting digital innovation and this campaign’s use of 360 degree virtual reality aims to boost our economy by inspiring locals and visitors alike to explore Scotland’s outstanding coastline.”

The campaign will highlight Scotland’s coasts and waters through 360 degree virtual reality

Chair of Sail Scotland, Gavin McDonagh feels this campaign is a huge opportunity to highlight Scotland’s marine tourism.

Gavin said: “Scotland’s Year of Coasts and Waters 2020 is a huge opportunity to grow marine tourism, so we are delighted to launch our most ambitious and innovative marketing campaign ever, to encourage new and returning visitors to get on the water in 2020.

“Collaboration is at the heart of what we do at Sail Scotland. We are really excited with the support received from our partners and member businesses around Scotland who all working together give potential visitors the best chance to experience the enchanting, islands, waters and coasts of Scotland.”

VisitScotland are delighted to be investing in the campaign that will see a number of events focus around Scotland and its coasts.

David Adams McGilp, VisitScotland Regional Director, said: “Must Sea Scotland is an exciting campaign that will showcase how visitors can take to the water to enjoy Scotland’s outstanding tourism offering. It is an excellent addition to the growing portfolio of activity taking place for YCW2020 and I’m thrilled we were able to support it with a VisitScotland Growth Fund award.

“At VisitScotland we want to champion collaboration, spearhead digital innovation, promote local areas and ensure that tourism is recognised for the ripple effect of success, well-being and prosperity it brings to all sections of society.”

In 2020, Scotland celebrates its Coasts and Waters with a year-long programme of events and activities which will shine a spotlight on these vital elements of our landscape.

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