News

VisitScotland's 2007-08 winter tourism campaign has been deemed a success, contributing more than £46m to the country's economy, according to reports.

The promotional initiative ran from November 2007 until March this year and was aimed at the UK market.

Designed to highlight the best things to see and do in Scotland during the winter period, the campaign proved memorable for many people who saw it.

A recent survey conducted by TNS for VisitScotland found that half of the people asked remembered seeing at least one part of the campaign and 55% of the respondents who saw some of the promotion went on to book a holiday.

Suzanne Casey of VisitScotland said: 'This has proved to be a fantastic campaign during the traditionally quieter months and shows how successful Scottish tourism can be when we work closely together.

'Tackling the seasons by offering quality accommodation deals or lengthening winter opening hours, as well as encouraging investment from the private sector, have been identified as two of the five key drivers in achieving the shared growth ambition – to increase tourism revenues by 50% by 2015.'

Scotland's winter tourism campaign for 2008-09 is set to launch in October.

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