Scotland Euro 2024 adverts launched by VisitScotland showcase top beauty spots

VisitScotland has launched a series of new adverts targeting locals during the UEFA European Football Championship 2024.

With the Euros kicking off on Friday evening with Scotland and Germany facing off at Allianz Arena in Munich, the Scots tourism board is hoping to continue its winning streak with German visitors. The country was among Scotland's top performing markets last year, with 343,000 visits and £247 million spent by German visitors.

Launching on Friday and running until the Euro 2024 final on July 14, the adverts will promote Scotland as the perfect getaway for those looking to substitute football drama with idyllic scenery. Recent research by VisitScotland revealed that 86 per cent of German visitors were motivated to visit Scotland due its landscapes, with 68 per cent inspired by its history and culture and 41 per cent by the outdoor activities on offer.

In response, the ads showcase Scotland's one-of-a-kind scenery, as well as its rich history and picturesque hikes. The idyllic imagery is accompanied by playful slogans such as 'our landscapes are unbeatable', in reference to the football tournament.

Among the Scottish locations featured is the viewpoint from the Our Lady of the Sea statue on Heaval, which is the highest point on the island of Barra. Elsewhere, the adverts showcase the dramatic clifftop ruins of Dunnottar Castle near Stonehaven and the clear waters of the Glen Rosa Falls and Blue Pool on the Isle of Arran.

The commercials will be shown on mobile digital screens in the major German cities of Dusseldorf, Dortmund, and Cologne. The adverts across the three cities, which have strong visitor demand and connectivity with Scotland, are expected to be seen by an audience of up to two million people over the course of the Euros.

According to VisitScotland, visitors from Germany are more likely to travel throughout the year and explore different parts of Scotland. It is therefore hoped that this interest, combined with Scotland's participation in the tournament, will provide a strong platform to drive seasonally and regionally dispersed inbound tourism.

VisitScotland Head of Brand and Global Marketing Cat Leaver commented: "With all eyes on the EURO 2024 host nation over the next few weeks what better time for us to make sure Scotland is impressing on as well as off pitch. Our overseas visitors are critical for Scotland’s visitor economy, with demand from Germany particularly strong.

"We know there is still plenty of interest and opportunity for Scotland here especially for visitors to discover other areas of the country or explore at different times of the year. Driving regional and seasonal spread, ensuring the benefits of tourism are felt by all, is at the very heart of all our marketing activity.

"The Germany vs Scotland game and the platform EURO 2024 provides in multiple German cities offers us a unique opportunity to showcase parts of our destination that appeal to this audience, hopefully brought to life with a wee bit of Scottish humour. Whatever the result of the game and the rest of the tournament, we hope with this latest activity, from a tourism perspective, Scotland continues to be odds on favourite for German visitors."

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