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Badenoch to be marketed to European and US holiday-makers


By Gavin Musgrove

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Rich history.... Ruthven Barracks, near Kingussie, is the smallest but best preserved of the four barracks built after the 1715 Jacobite rising.
Rich history.... Ruthven Barracks, near Kingussie, is the smallest but best preserved of the four barracks built after the 1715 Jacobite rising.

The many charms of Badenoch are being celebrated in a new campaign to attract international visitors to holiday in the area and wider Highlands.

National Geographic CreativeWorks has created a range of new online content, including videos and social media activity on behalf of VisitScotland.

The campaign aims to shine a light on the travel experience visitors can enjoy in Badenoch highlighting key themes such as slow travel, community tourism and hidden gems.

A VisitScotland spokesperson said: "With scenery and landscapes among the top reasons why many visitors come to Scotland, the content campaign will include a photo essay by Michael George, – a renowned National Geographic photographer – which captures the haunting beauty of one of Scotland’s most picturesque regions.

"Activity will also highlight other authentic experiences unique to the area including local music, the heritage of shinty as well as slow adventures such as canoeing on the River Spey."

The campaign launches first to audiences in America and will be rolled out to European countries early next year.

Research suggests overseas visitors spend longer planning and researching their trips, so it is hoped the activity will ensure Badenoch remains front of mind when future visitors are considering their travel wish lists for 2022 and beyond.

The local tourism sector has been hit hard by the impact of the Covid-19 pandemic, particularly by the loss of income from international markets including North America and Europe.

Chris Taylor, VisitScotland regional leadership director, said: “This is an extremely exciting online campaign with a world-renowned media title that will showcase the region’s beauty by focusing on hidden gems such as Badenoch.

"The Highlands has so much to offer but it’s important we ensure that the benefits of tourism are spread across the entire region.

"Campaigns like this offer a great way to introduce international visitors to areas of the Highlands they may never have considered exploring.

“Many international visitors will only just be considering their travel plans for next year so we want to make sure that the Highlands makes its way onto holiday wish lists for 2022 and beyond.

“This is a huge opportunity to spread the message in some of our key markets to slow down and take time to discover all the Highlands has to offer.

"We are blessed with stunning scenery, rich history and distinct culture that calls to visitors from around the world.

“Tourism is a force for good, creating economic and social value in every corner of Scotland and enhancing wellbeing.”


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