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Campaign launches to inspire young people to take a holiday at home

In response to the launch of a new VisitBritain/VisitEngland-led marketing campaign targeting millennials, Malcolm Roughead, Chief Executive of VisitScotland said:

“The millennial generation is one of the largest in history – even surpassing baby boomers - and so the potential impact of attracting this lucrative market is significant.  The thing that binds these 16-35 yr olds is a strong desire to enrich their lives through travel and it is time to put Scotland at the top of their priority lists. 

We want to make millennials in the UK and overseas aware of the diverse experiences they can have in Scotland. From camping under a blanket of stars in the Dark Skies Park in Dumfries and Galloway to road-tripping on the North Coast 500, or from relishing delicious vegan food in Glasgow to feeling the adrenaline-rush of coasteering in Argyll  - there is an adventure on every corner.

With the launch of this new VisitBritain campaign, and our own activity with E4 next week, both targeted at the millennial traveller, we are making some real steps to encourage this market to discover Scotland. And, as the 2018 Year of Young People is on our doorstep, there has never been a more fitting time to embrace everything this influential and digital savvy generation has to offer.”

Last Modified: Thursday 07 September 2017 13:38
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