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With the Easter holidays heralding what is traditionally seen as the start of the Scottish tourism season, VisitScotland has unveiled a new campaign to help both visitors and locals enjoy Scotland safely and responsibly. 

Keep Scotland Unspoiled will use social media, local radio and digital marketing to educate, inspire and informpeople about issues such as water safety, fire safety, dog control and the needto adhere to the Scottish Outdoor Access Code. 

It comes as new research from VisitScotland reveals almost a fifth of residents in Scotland believe a benefit of tourism is that it showcases the beauty of Scotland. The same research also found over 80% of respondents thought that tourism improves the local economy and helps generate economic growth in the area. 

However, in recent years there has been a growing concern around an apparent increase in irresponsible behaviour at a number of locations including littering, environmental damage, fire hazards, wildlife disturbance and unsafe waste disposal. 

As more people holidayed at home, many were unaware of the impact of their visits onsurrounding landscapes, wildlife and communities.    

In order to address the issue, VisitScotland and a number of partners came together to develop a Scotland-wide strategic and coordinated approach to visitor management which included a series of dedicated campaigns to inspire and educate ‘novice’ outdoor adventurers and visitors in how to enjoy the outdoors responsibly. It’s estimated that at least 83% of adults in Scotland saw activity by either the national tourism organisation or its partners which offered reminders on how to enjoy the countryside and leave no trace of their visit. 

As part of its efforts this year to reach younger audiences, VisitScotland is also working with some of Scotland’s top travel influencers who will be creating content for their channels themed around topics like camping, water safety, taking dogs out and motorhomes. 

Advice will also be available for those in the tourism industry through a toolkit with images, films and other digital assets, hosted on the organisation’s corporate website.  

Vicki Miller, VisitScotland Director of Marketing & Digital, said

“However, our ambition is to make sure that when people are enjoying Scotland they are doing it in a way that not just keeps them safe, but also others and the surrounding environment. We all have a duty of careto protect the natural, social and cultural assets which make Scotland so special.  

“Being a responsible tourist and respecting and protecting our environment and communities makes for abetter experience for everyone.” 

For more information visit:  To view the social media videos visit:

 Water Safety 






VisitScotland unveils campaign to help people enjoy Scotland responsibly

Asset type post
ID 111743
Word count 504 words


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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Usage 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.