Scotland to shed 'tartan image' in tourism PR boost

The Scottish Executive has revealed a multi-million-pound

rebranding campaign to rid Scotland it of its 'shortbread and tartan

image'.



Millions of pounds of extra promotional spending have been pledged to

bolster the country's ailing tourism sector.



While no firm spending plans have yet been put in place, the work is

likely to fall broadly along the lines of the new strategy, unveiled at

a conference of tourism industry leaders in Edinburgh on Monday.



Less emphasis is to be placed on marketing geographical areas and

traditional images of Scotland, with promotional work falling into five

categories: 'freedom Scotland', outdoor activities, culture, business

tourism and city breaks.



Under the scheme, Edinburgh and Glasgow are to be marketed as 'city

break' destinations to rival Barcelona, Paris and Prague.



A spokesperson for VisitScotland, formerly known as The Scottish Tourist

Board, indicated extra funds would be made available for consumer and

media PR efforts.



Scotland's tourism industry supports 193,000 jobs, boosting the economy

by £2.5bn per year. But research by VisitScotland shows a ten per

cent year-on- year drop in visitors from 1997 to 2000, likely to be

exacerbated this year by the impact of foot-and-mouth and the 11

September atrocities.



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