29-04-2025
- Business
- The Herald Scotland
French train lovers targeted in new VisitScotland campaign
It highlights the "ease of train travel" around Scotland and promotes the range of experiences on offer just a short walk from the country's train stations.
The first-of-its-kind campaign uses VisitScotland insights into the French market to tailor a mix of social media, podcasts, French media and influencer trips with bespoke itineraries.
Research found that the total number of visits by French people increased by 23 per cent in 2023 compared to 2022 and surpassed pre-pandemic levels by 56 per cent.
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VisitScotland identified an appetite for train travel in visitors from France, with surges in the topic as a search term online found at various points across the last year.
The joint-funded project encourages visitors from France to choose train travel as a more environmentally friendly option to see Scotland. It is working with Hourrail! - a platform pushing low-carbon friendly holidays - and providing itineraries, videos and guides to enjoy Scotland in a sustainable way.
A podcast episode and online article with key French travel title Geo, focusing on exploring Scotland by train, is also being used to boost the visibility of journey opportunities available across the country.
Jill Walker, VisitScotland Director of Marketing, said: 'Partnership working is at the heart of all that we do.
'This collaboration with ScotRail is unique as it is the first dedicated Scottish rail campaign speaking directly to potential French travellers in their own country. Through this activity we can help drive regional spread, showcasing the impressive scale of Scotland's rail network and the amazing sights and attractions it gives visitors access to - from our incredible wild places to our vibrant cities and beyond.
'The campaign also encourages one of our key markets to explore Scotland in a more sustainable way and highlights just how easy it is to do so. The aim is this will generate more and longer visits that bring further economic value to Scotland.
'As the national tourism organisation, we can use our market insights and visitor trends to help ensure content and messaging are tailored to what audiences are looking for in a travel experience.
'By working together with partners like ScotRail, and the wider tourism and events industry, we can continue to make Scotland a destination of choice for visitors from near and far.'
Claire Dickie, ScotRail Commercial Director, said: 'Scotland is already a popular destination for French visitors, and while many choose to drive, we want to show how easy, convenient, and rewarding it is to explore Scotland by train.
'From breathtaking routes like the West Highland Line to direct connections between iconic cities and remote destinations, rail travel offers a relaxing and sustainable way to see the very best of the country.
'Partnering with VisitScotland on this campaign has provided a fantastic opportunity to showcase the benefits of rail travel to French visitors. VisitScotland's deep understanding of the French market has helped us highlight just how easy and enjoyable it is to see Scotland by train — right from the moment they start planning their trip."
