Visit Scotland prepares to entice North Americans

Visit Scotland is seeking agency support to target its largest international source of visitors – North America – and encourage ‘ancestral tourism’.

More than 11 million Americans and four million Canadians claim to have Scottish ancestry. Visit Scotland said Americans account for 19 per cent of ‘ancestral tourists to Scotland’, with Canadians accounting for 15 per cent.
Visit Scotland is set to hire either one or two agencies to target print, broadcast and online media based in New York and Toronto. A focus will be Tartan Week – held annually in New York’s Grand Central station in April – to celebrate Scottish culture.

The tourist body’s research in 2003 showed that American visitors perceived the Scottish as friendly, but their awareness of activities on offer in the country was ‘quite low’. The PR campaign will highlight activities  such as golf and touring.

New-York based Laura Davidson Public Relations is the three-year incumbent.

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