Visitors and tourism play an important role in the life of Scotland’s towns, bringing custom businesses on the high street, through to attending and supporting local festivals and events. STP partner, VisitScotland, has now launched a campaign that puts the people behind those experiences front and centre.
Launched on 16th October, ‘It Starts With a Visit’ is the next phase of VisitScotland’s visitor economy corporate campaign. Over the coming weeks, it will run on TV and radio alongside digital activity, sharing real-life stories from people working across Scotland’s tourism and events industry and demonstrating how each visit creates a ripple effect that extends well beyond the tourism sector.
Why it matters for towns
At STP, we understand the importance of bringing visitors to our towns and places, as well as the effect they can have on the health of our town centres. The footfall they generate helps local businesses to keep trading and sustains jobs on the high street. VisitScotland’s figures show that visitors spent £11.4 billion in Scotland in 2024, and a considerable share of that spend reaches our town centres and the supply chains that support them.
The campaign also highlights the role tourism and events play in bringing communities together and building pride in local places. This reflects what we hear from members across the country, whether that is a Business Improvement District running a winter lights trail or a community group bringing a much-loved local building back into use for residents and visitors alike.
How to get involved
VisitScotland is inviting businesses, destination organisations, industry bodies, and community partners to help tell the story. If your town has benefited from visitors, we would encourage you to take part. You can:
- repost the campaign video on LinkedIn
- share the campaign page with your networks
- share your own story using #ItStartsWithAVisit
- email corporatepress@visitscotland.org if you would like to be more involved
