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Campaign generates '£70m' for Scottish tourism
By Tom Walker
The campaign focused on Scotland's islands and coasts
VisitScotland has announced that its Perfect Day spring/summer marketing push delivered more than £70m for the Scottish economy.
The tourism body claims that the campaign generated £35 pounds for every £1 invested, making it the "most successful seasonal marketing campaign ever".
VisitScotland bases the claims partly on figures from the United Kingdom Tourism Survey, which reported a 16 per cent increase in the number of overnight stays in Scotland by domestic travellers.
The Perfect Day campaign was based on showcasing aspects of Scotland that would contribute towards a 'perfect' holiday experience - with a key focus on the country's islands and coasts.
Mike Cantlay, VisitScotland chair, said the announcement is indicative of the resilience and determination shown by the industry, despite tough economic times.
"Tourism can lead us out of recession; I believe it is the most powerful asset this country has," he said.
VisitScotland has announced that its Perfect Day spring/summer marketing push delivered more than £70m for the Scottish economy.
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