The Scottish Executive has revealed a multi-million-pound
rebranding campaign to rid Scotland it of its 'shortbread and tartan
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