Visit Scotland | Alba
Article published 09/12/2024

Celebrating Scotland's natural beauty

We’re thrilled to be teaming up once again with legendary Scottish actor James Cosmo, this time on a video to highlight the importance of protecting Scotland’s natural beauty.

It's the latest work of our talented multimedia team and aims to encourage those working within the industry to think about how they can help preserve Scotland’s world-famous landscapes and heritage for future generations.

This supports our key priorities – market development, place development and business and experience development – by encouraging businesses to think about how they can operate in way that considers the planet and the interests of visitors.

It forms part of our efforts to promote Scotland as a must-visit, must-return year-round destination and supports the ongoing work we’ve been doing to help businesses create climate action plans.

James provided the voiceover which highlights that Scotland’s natural surroundings invigorate the senses, nourish the mind, soothe the spirit and leave you speechless.

Look out for the video on our corporate channels as well as the various industry events throughout 2025.

 

 

Featured locations and businesses

The video draws on the deep emotional connections that a visit to Scotland has. It features locations and businesses such as:

  • Smugglers Sauna (Rothiemurchus Estate), Loch an Eilean
  • Wilderness Scotland Walking Tour, Cairngorms National Park  
  • The Lazy Duck, Nethybridge
  • Lunan Bay (South), Angus
  • Lunan Bay Farm - Scottish Cashmere Goats
  • Gallus Pedals, Ebike and Walking Tours, Glasgow
  • Crossbill Gin Distillery, Glasgow
  • Dumfries & Galloway Dark Sky Park
  • Scottish Crannog Centre, Perthshire
  • Fringe by the Sea, North Berwick  
  • The Royal Edinburgh Military Tattoo
  • Cail Bruich, Glasgow 

Visitor insights

Recent findings from our Scotland Visitor Survey 2023 revealed that that 70% of visitors choose Scotland because of its renowned scenery and landscape and almost three fifths (59%) agreed that their trip enhanced their physical and emotional well-being.  

The same research also showed over a third (33%) of visitors to Scotland said they were encouraged to behave in a responsible way when here, while more than a quarter (26%) said they were very satisfied with the environmental practices they saw.

Expedia insights

According to Expedia, 90% of travellers are seeking more sustainable travel options. People are more aware than ever of their impact and, as a result, businesses throughout Scotland are considering their approach – both from an environmental point of view in terms of reducing emissions, but also to meet visitor demand for sustainable travel experiences.

This new campaign celebrates the landscapes, experiences and people who make Scotland such a special place to visit, highlighting that we all have a part to play in protecting it for future generations.

As Scots, we know our land is more than just scenery - it's a living, breathing part of who we are. Promoting responsible travel is about respecting that bond and encouraging visitors and businesses alike to do their bit. Scotland’s beauty isn’t just for the eye to behold; it’s for future generations to enjoy. I’m thrilled to support VisitScotland in continuing their great work on behalf of Scotland.

James Cosmo, actor

James is an incredible ambassador for Scotland, and his support has been invaluable in encouraging both our tourism industry and our visitors to be mindful of the responsibility they have in looking after our precious country. We know many businesses and events across the country are already taking steps to protect our environment, creating memorable experiences while preserving what makes Scotland so special. We hope this video will inspire everyone to think about how they can help make Scotland a leading destination for responsible tourism.

Jill Walker, Director of Marketing & Digital, VisitScotland

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