New marketing campaign film launched by VisitScotland

The latest VisitScotland campaign film, Tread Lightly, is part of a new environmental strand to the Scotland is Calling marketing campaign, which launched to coincide with the UN Climate Change Conference in Glasgow (COP26) from 31 October – 12 November.

The campaign film which encourages visitors to “tread lightly” when visiting Scotland, will be distributed through paid and social media in some of Scotland’s key markets (UK, Europe, USA, China). It celebrates that visitors can feel good exploring Scotland, knowing about the steps we’re taking to deliver a sustainable experience… but with an ask. An ask that visitors also play their part to #RespectProtectEnjoy Scotland; to choose a path that treads lightly on Scotland and protects our natural assets. 

Visitors will also be directed to information on the VisitScotland consumer website – – to highlight the many experiences, destinations and businesses to allow them to make their trip more sustainable.

The “tread lightly” message aligns with the VisitScotland responsible tourism campaign launched earlier this year, aimed at encouraging visitors to respect communities and the environment when exploring Scotland.

Scotland is Calling is the latest VisitScotland global marketing campaign and was launched at the end of September. While the £6.5 million campaign is aimed specifically at overseas visitors who, research suggests, spend longer planning and researching their trips, it's also being rolled out across the UK to support the domestic market recovery and extend the visitor season through autumn and winter.

Step forward and tread lightly. Scotland is Calling.

"Scotland is calling to responsible travellers. Being a responsible traveller is about minimising your impact on the places you visit. Environmentally, socially and economically. It’s about treading lightly."

Vicki Miller, Director of Marketing and Digital, VisitScotland

LinkedIn blog | Let’s all step forward and tread lightly in Scotland

To hear more from Vicki, you can read her latest blog on LinkedIn talking more about the new campaign film and the importance of "treading lightly".

Responsible tourism – what is it and why is it important?

Responsible tourism has a wide range of benefits: providing all visitors with enriching and memorable quality experiences; building business resilience and supporting their success; benefitting and enhancing our communities and the environment, which Scotland relies upon as a destination.

Looking to make your business more environmentally sustainable but don’t know where to start?

VisitScotland has update their responsible tourism pages on with a wide range of information, top tips and guidance to help you.