Winter might be upon us, but there’s no time for hibernation - that’s VisitScotland’s regional director’s rally cry to the local tourism industry this month as the region’s seasonal campaign gets well underway.
Following the overwhelming success of the Spring/Summer campaign, “Perfect Day”, which generated almost £1.4 million for the region, VisitScotland, in partnership with local businesses is encouraging more of the UK market to visit the Scottish Borders this winter.
Several Borders towns are highlighted on www.visitscotland.com/white that promotes independent arts and craft shopping as well as walking and cycling in the land made famous by Sir Walter Scott.
This is Scotland’s Year of Food and Drink and the campaign will also highlight the great food producers, providers and experiences in the Borders promoting the region’s award winning restaurants, cosy bistros and local delicatessans.
The national campaign that features all ‘white delights’ to be found in the Borders will include TV advertising, direct mail and partnerships with leading Scottish brands and will reach 17 million potential UK visitors to encourage them to book a trip this winter.
VisitScotland’s regional director Sandi Hellowell urges the industry in the face of both challenging weather conditions and difficult economic times to pull together to grow Scottish tourism.
She said: “Tourism is performing well and growing faster than other sectors including manufacturing and retail, however, we cannot be complacent.
“I firmly believe that tourism will be at the heart of economic recovery in Scotland, but in order to provide long term sustainable growth we must attract more visitors at all times of the year. That is why the Winter White campaign is so crucial. There are a great many tourism businesses in the Borders who are tapping into this potential and the more that follow suit, the bigger the benefit will be for the region overall.”