Breathing new life into old memories

Holidaymakers across the country are being urged to relive some of their fondest memories and make new ones with a trip to somewhere in Scotland this summer.

Tourism experts hope that as thousands of people stay at home for the holidays the magic of memories will encourage them to relive childhood experiences or seek ‘modern twists on old favourites’ north of the border.

According to VisitScotland, the national tourism organisation, staycations look set to be popular this year and it’s hoped an increasing number of visitors will turn to reliving their best holiday experiences from the past.

New figures suggest almost two thirds of people are keen to revisit places in Scotland that they haven’t been to for years with some doing so in a different way, for example, revisiting a favourite holiday destination from childhood but swapping the family game of rounders on the beach to an adrenaline fuelled kayaking experience.

The findings coincided with the launch of a new UK wide marketing campaign aimed at inspiring people from each of the four nations to take a much-needed break with a day out, weekend away or longer holiday to enjoy all Scotland has to offer.

“We want to inspire new and repeat visitors to experience some of the things they have missed most this past year – days out, family get-togethers and holidays,” said Vicki Miller, VisitScotland’s Director of Marketing and Digital.

“With so many people staying in the UK this year there has never been a better time to appreciate all the wonderful locations and attractions we have on our doorstep. Whether it’s discovering somewhere new or experiencing an old favourite in a completely new way, now is your time to enjoy the unique experiences that a holiday in Scotland offers.”

The Now is Your Time campaign covers five themes ranging from days out, short stays and city breaks to family gatherings and escape & connect experiences which benefit physical and mental wellbeing.

It is hoped the campaign will encourage Scots to rediscover their own country, supporting local businesses and the recovery of tourism in a safe and responsible way.

“The COVID-19 pandemic has changed the way we travel, for some people this might be their first holiday at home for several years. We know that in times of uncertainty people naturally gravitate towards the familiar. Reminiscing with fondness to past times or a reflective desire to re-live the past can be a magnet to travellers to previously visited destinations,” said Chris Greenwood, VisitScotland Senior Insight Manager.

“In 2014 we identified the trend Mod-stalgia - embracing the past through the comforts of today - and this is something we expect to come into the fore during the 2021 season.”