The campaign, #onewordscotland, aims to create a giant word cloud in an effort to raise awareness of the importance of the tourism industry to Scotland’s wider visitor economy.
The promotion, which started on New Year’s Day, is calling for Scots, and anyone visiting, to tweet one word they believe encapsulates what Scotland means to them, followed by the hashtag #onewordscotland.
Since October, when the tourism minister Fergus Ewing was invited to put the first word into the cloud at the Scottish Tourism Alliance October Conference, hundreds of delegates and guests from various events, including the regional Scottish Thistle Awards finals, have been submitting their suggestions. Currently ‘welcoming’ has emerged as the most popular choice.
Marc Crothall, CEO of the Scottish Tourism Alliance, said: “The world is becoming an increasingly small place and there are many more places to visit so to ensure Scotland becomes that destination of choice our collective promotional voice has to be even louder in 2015.
“Following the success of 2014 there is a real feel-good factor, not just within the industry, but also among the people of Scotland. We wanted to create something that harnesses that enthusiasm and turns it into a lasting physical representation of what is so great about Scotland.
All tweets will be included in a word cloud set to be revealed as part of Scottish Tourism Week 2015 on March 4.