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Y come to Perthshire and Tayside

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Perthshire adventures take centre stage in the latest VisitScotland digital partnership set to inspire the £94 million US millennial visitor market.

Dewar’s Distillery, Elcho Castle and Ballintaggart Farm are among the attractions which feature in a new short film produced by the national tourism organisation and global travel website, Matador Network.

Seattle based travel blogger, Allison Anderson, spent four days in the region exploring some Year of Coasts and Waters themed attractions and destinations, from canoeing along Loch Tay to dram tasting and gorge walking, with her Edinburgh-born husband.

The film is part of the wider Only in Scotland marketing drive to shine a spotlight on the country’s unique experiences and push for more sustainable growth of the industry.

The USA remains the largest international inbound visitor market for Scotland, with one in ten of international millennial visits made by US millennials (those aged 16-34, also referred to as Generation Y).

Between 2016 and 2018, there were on average 123,000 trips, 1.2 million nights and £94 million in expenditure per year by US millennials, with more than half of those holiday trips.

Research shows US millennials are more likely to visit outside of the summer season compared to older US travellers. Between 2016 and 2018, 29% of all US millennials visiting Scotland arrived between October and March; for US visitors aged 35 or above, this proportion was 20%.

Allison Anderson, travel blogger, said: “There were so many highlights, but my favorite experience was visiting the cooking school at Ballintaggart Farm - the property is stunning, and the food was incredible.”Caroline Warburton, Regional Leadership Director at VisitScotland, said: “Everything we do is about showcasing a destination and visitor experience worth talking about through innovative marketing, partnerships and events to inspire visitors to spend more time across the country. “US millennials offer so much to the tourism industry and activities like this are an opportunity to engage with a market which plays an important role in spreading tourism throughout the year.” 

The film features:

  • The Taybank
  • Birks of Aberfeldy
  • Dewar’s Distillery
  • Elcho Castle
  • Ballintaggart Farm
  • Loch Tay
  • Beyond Adventure
  • Kenmore Hotel
  • Nae Limits
  • Falls of Bruar

Or find it on the Matador Network here: https://matadornetwork.com/destinations/europe/united-kingdom/

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Y come to Perthshire and Tayside

Year of Coasts and Waters inspired film targets US millennials

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Licence Editorial A Licence to use assets for editorial purposes, which is, to illustrate an event or story in an article but not commercially such as marketing a product or print ad. An Editorial asset may show a brand, a trademarked logo or product, a public personality, or recognisable people, without a signed release or with limited releases. When you use VisitScotland Editorial content you do so to illustrate Scottish tourism in a positive way.
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Utilisation Editorial content can be published in a variety of formats ranging from print or digital to online. In print content can be featured in *newspapers *magazines *brochures. Online content can be published in a *blog *website *article or *social media. Regardless of the format this content should always promote Scotland’s tourism in a positive way.

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