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Putting Edinburgh in the global spotlight

Posted: 10th September 2018

Scotland is Now campaign showcasing Edinburgh to the world

Tourism is more than a holiday experience – every visit enriches our country and the people we welcome. At VisitScotland, we aim to inspire life-long love affairs with our country through bold leadership, hard work and imagination; inspiring, engaging and bringing new visitors to Scotland.

In April, a major new campaign – Scotland is Now – was launched to put Scotland in the international spotlight and showcase the country’s world-leading assets to a global audience.

For the first time, the Scottish Government, VisitScotland, Scottish Development International, Scottish Enterprise and Universities Scotland are working in partnership to extend the welcome for those that want to visit, live, work, invest and study in  Scotland.

Scotland is Now positions Scotland as a bold country, rich in history and heritage but forging forward in a way that is progressive, pioneering and inclusive. It builds on the nation’s acknowledged strengths as a land of unrivalled history, breath-taking scenery and warm welcomes, but shines a light on lesser-known qualities: a pioneering, dynamic and progressive nation taking the lead on key global challenges.

These qualities are in abundance in Scotland’s capital city, which is riding high on inward investment and tourism growth helping to position it on a global platform.

In the last year, the city has attracted direct flights from China, Washington DC and Dubai, further cementing Scotland’s reputation as a world-class reputation. VisitScotland works with airlines to help ensure the arrival of new routes to Scotland and support tourism businesses to capitalise on the opportunities they bring and delivers joint marketing campaigns to ensure that thousands of new visitors make the journey here.

VisitScotland Regional Leadership Director, Paula Ward, said: “Scotland’s five main airports have direct international flights that connect millions of passengers with 150 destinations worldwide.

“The arrival of direct flights from China, Washington DC and Dubai brings major opportunities for tourism and business tourism not just in Edinburgh, but across Scotland.

“These recent announcements show that international airlines have a strong commitment in investing in Scotland. Scotland is Now extends an invitation to visit, live, work, study and invest in Scotland and these announcements show that international airlines have a strong commitment in investing in Scotland.

“Scotland is a multi-cultural and inclusive society with our world-class academic institutions, beautiful landscape and warm people – nowhere is this more acutely felt than in the business of tourism, from those who work in it to the hundreds of nationalities that visit our capital city every year.

“Scotland is about building bridges, connecting places and bringing people together. Tourism is at the heart of this and VisitScotland plays a role by championing collaboration, spearheading digital innovation, promoting local areas and events and ensuing that tourism is recognised for the ripple effect of success, well-being and prosperity it brings to all sections of society.”

For more information on the Scotland is Now campaign, visit:

To keep up-to-date with news, information and advice on tourism in Scotland, visit

By Paula Ward, Regional Leadership Director at Visit Scotland.

Photo credit to: Kenny Lam

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