£3m campaign urges Brits to visit Scotland
27 March 2002 by Andrew Davies
VisitScotland, the former Scottish Tourist Board, is launching its biggest-ever campaign to attract fellow Britons to Scotland.
The £3m campaign, "Live it. Visit Scotland", is hoping to reach more than 40 million people in the UK. The aim is that it will result in 60,000 visits to Scotland and generate £27m in money spent.
"Live it. Visit Scotland" is running in tandem with a £2.5m campaign focusing on key markets in the USA, Germany, France, Belgium and the Netherlands.
Tourism is one of Scotland's largest business, employing 8% of the workforce and contributing almost £4b to the Scottish economy each year.
