A new marketing campaign is calling on Scots and people around the world to reveal what they believe is the 'spirit of Scotland'.
The new VisitScotland campaign launches today and is looking to recruit as many ambassadors for the country as possible in a bid to capitalise on the success of events such as the Commonwealth Games, Ryder Cup and Year of Food and Drink.
The campaign will see a relaunch of the VisitScotland website and a big drive on social media as Scots and those who have an affinity with the country are asked to pass on their experiences of Scotland using #ScotSpirit.
Malcolm Roughead, chief executive of VisitScotland, said: "2014 was billed as being the catalyst for further growth and it was very successful.
"For us this campaign is very much about what comes after 2014, what does the next five-year period look like and how do we take that momentum, enthusiasm and energy and keep it going?
"Tourism impacts on almost everyone, from joiners to lawyers, estate agents, chefs - and it has held its own through tough economic times like no other industry.
Scotland. A spirit of its own. WATCH our new TV ad & share your #ScotSpirit!https://t.co/9zPZkO3h7l
— VisitScotland (@VisitScotland) February 10, 2016
"But there is still more potential here and we hope to harness that through this campaign.
"It's about getting Scotland ambassadors on board, the diaspora, the many millions of people who have an affinity with Scotland, and getting them to pass the message on."
The tourism industry generates an annual £12 billion of economic activity in Scotland and is forecast to grow between four and five per cent year on year.
The campaign seeks to expand that even further and will include marketing across key growth markets in the UK, France, Germany and New York.
This will involve TV, radio and print advertising, as well as digital and social media drives, in a bid to "engage the masses".
VisitScotland marketing director Charlie Smith said: "There's no one thing that sets Scotland apart from other countries, it's lots of different things that make it an attractive place and what we're trying to do is put a wrap around that.
"We might not realise it sometimes, but when you speak to people in the States, in France, and other countries, they think of Scotland as a mythical and sometimes magical place and when you blend that with some of the country's emerging characteristics, such as increased confidence and political awareness, that's where you get this notion of the 'spirit of Scotland'.
"We know that if you get a recommendation from a friend and family member, it sells something better than any marketing ever could and with this we're hoping to spark a mass, worldwide recommendation for Scotland."
The campaign will also have a charitable side to it, recognising Scotland's 'generosity of spirit'.
This involves working with the Family Holiday Association, a charity which provides breaks for UK families struggling with issues such as disability, illness, bereavement, mental health issues and domestic violence.
VisitScotland hope to get hotels, restaurants and other tourism businesses on board to help provide breaks in Scotland for families in need.
Businesses and organisations are also being urged to get involved in the tourism body's new website which will allow them to contribute content about their services and products.
Mr Roughead added: "Spirit of Scotland means many different things to many different people, it can be a place or a moment in time, a view or just the people we meet.
"It's about a generosity of spirit, warmth and humour, and what we want to find out is 'how do you bottle that?' and pour it over events for the next five years.
"But we can only do so much, it's up to individuals, communities, businesses and organisations to get behind the campaign and own it."
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