Taking it slow in Perthshire

A video on ‘cottagecore’ in Perthshire by one of the world’s top BookTok creators was among VisitScotland’s top performing collaborations of 2023.

Jack Edwards, who has more than a million subscribers on YouTube and a massive global following on TikTok, collaborated with the national tourism organisation on a trip to Scotland last year.

Edwards is one of most influential creators in the BookTok community.

BookTok is the name given to the social media trend on TikTok where book lovers share and discuss their favourite authors and stories.

On his trip, which has been viewed more than 300,000 times on video sharing platform, YouTube, Edwards is seen arriving in Edinburgh by train before staying at Guardswell Farm, a 150-acre grassland farm on a hillside between Abernyte and Kinnaird in Perthshire.

Cottagecore is the name of a trend that idealises rural life and slow living.

It is hoped the video will inspire viewers to explore Scotland at a slower pace, as part of VisitScotland’s promotion of responsible tourism, while also tapping into the agritourism trend.

Another collaboration last year focused on the similar theme of slow tourism.

VisitScotland worked with social media influencer, Lou May on TikTok, to travel to Perthshire and explore Dunkeld at a gentler pace. That video has more than 200,000 views and was among VisitScotland’s top five best-performing collaborations of 2023.

Caroline Warburton, Destination Development Director at VisitScotland, said: “Working with social media influencers is a key part of our marketing activity to raise awareness and drive visits to Scotland. The trust that influencers have built with their audience gives us the opportunity to influence those viewers, not only to visit Scotland but shape the content of their trip.

“Slow tourism is hugely important as we move towards a more sustainable tourism destination. It encourages visitors to stay longer and take time to explore a region in-depth, to the benefit of both the environment and local communities.”

The videos can be viewed here: Lou May: https://www.tiktok.com/@loumayyy/video/7231630423942499610?lang=en
Jack Edwards: https://www.youtube.com/watch?v=Uau_XYD5rNM&t=3s

ENDS