Digital partnerships boosts Edinburgh youth tourism

(C) Nicanor Garcia

A digital campaign profiling Edinburgh as a top youth tourism destination has reached almost five million people across the world.

The campaign, titled #UncoverEdinburgh, received a £40,000 Growth Fund award from VisitScotland and had a total reach of 4.9 million across various social channels, generating over a million engagements.

The partnership initiative, led by Youth Travel Edinburgh and supported by the Edinburgh Tourism Action Group and Marketing Edinburgh, encouraged visitors aged 18-26 from key European markets to come to Scotland’s Capital on a year-round basis by pairing an Edinburgh influencer with another with similar special interests from cities like Barcelona, Paris and Amsterdam.

The year-long campaign brought ten pairs of influencers to Edinburgh who collectively created over 200 pieces of content.

Picture submitted.

Pete Duncan, Chair of Youth Travel Edinburgh, said: “We wanted a very different campaign to present specific aspects of Edinburgh to the growing youth market – a target audience that lives and breathes social media.

“We chose Instagrammers, bloggers and YouTubers with a niche following in interests like vintage fashion, music, Harry Potter and parkour.

“Both hosts and guests loved the city – as well as the direct interest from their followers during 2018, we’ve created long term advocates for the capital!”

Highlights included architect and renowned photographer Nicanor Garcia’s Instagram story which had an organic reach of over 200k, and a video from parkour athletes Alex Schauer and Robert Griffith which reached over 431k people and received 132k engagements.

Parkour. Picture submitted.

Paula Ward, VisitScotland Regional Leadership Director, said: “#UncoverEdinburgh has been a huge success in showcasing Edinburgh to visitors across the world as a top, year-round destination for young people.

“Digital partnership initiatives like this are what VisitScotland’s Growth Fund is all about.

“We want to champion collaboration, spearhead digital innovation and make sure every part of Scotland makes the most of its remarkable tourism offering and understands its ripple effect of success, well-being and prosperity.”

To learn more about #UncoverEdinburgh, the ten pairings, and access all the content created, go to

For more information about VisitScotland Growth Fund go to