Edinburgh invests in youth travellers

Edinburgh, host city of the 2018 World Youth and Student Travel Conference (WYSTC), is aiming to reach 3.5 million youth travellers across Europe with new marketing initiatives. #UncoverEdinburgh, led by Youth Travel Edinburgh and supported by the Edinburgh Tourism Action Group and Marketing Edinburgh, is a digital marketing campaign looking to profile Scotland’s capital as a top youth tourism destination. Edinburgh is second only to London for young visitors to the UK.

The campaign has just received a £40,000 Growth Fund award from Visit Scotland, the national tourism organisation. The VisitScotland Growth Fund supports national, regional and sectoral tourism groups across Scotland to deliver partnership marketing campaigns. Using Scotland’s 2018 Year of Young People (YOYP) as a platform, the partnership initiative looks to encourage visitors aged 18-26 from key European markets to come to Edinburgh throughout the year.