SCOTLAND could be in line for an £80 million boost as tourism chiefs bid to attract visitors who have delayed their holidays because of the Olympics and poor summer weather.
VisitScotland is launching a £3m campaign to tempt exiled Scots and others from the rest of the UK to take a late-season break in the country.
It said the post-Olympic feelgood boost to the country and improving weather in recent weeks offered a unique chance to exploit a quieter part of the year.
Chairman Mike Cantlay said: "We have an opportunity to sell Scotland to the world like never before."
The national tourism body will launch the autumn push under the banner of the Surprise Yourself television campaign.
It is estimated the overall campaign will be worth £80m to the Scottish economy as it will reach some 20 million people UK-wide.
An extra £425,000 will be spent on localised marketing that specifically encourages Scots to tour different areas on tourist trails.
The marketing surge comes in the wake of a particularly challenging summer season for Scottish tourism, hurt by un-seasonably poor weather.
However, Mr Cantlay believes there is an opportunity to make up any lost ground, and pointed to research by an internet website which showed that around three million people in the UK delayed their holidays due to the Olympics.
The push comes at an opportune moment, thanks to an unprecedented marketing campaign ahead of the recently released Disney-Pixar film Brave.
Mr Cantlay said: "This year has offered a remarkable once-in-a-lifetime opportunity to showcase our country to the world – from Disney-Pixar's Brave, where Scotland is the lead character, to the vast array of cultural events on offer as part of the Year of Creative Scotland.
"Scotland is well and truly open for business and while the poor weather of the summer has dampened Scottish soil it certainly hasn't dampened our enthusiasm."
The autumn campaign – over a mix of television, radio, social media and print – will focus on themes including arts and culture, gardens, the great outdoors, food and drink, history, heritage and islands.
Finance Secretary John Swinney added: "VisitScotland's innovative marketing campaigns showcase all that Scotland has to offer.
"Whatever the season, visitors can be assured of a warm welcome and a choice of activities from culture and creativity to mountain biking and hill walking in some of the most stunning scenery in the world.
"We will continue to work closely with VisitScotland and other agencies, to make sure we make the most of the enormous opportunities we have to promote Scotland now and in future.
"This includes Disney-Pixar's Brave, the Year of Creative Scotland and the Year of Natural Scotland. This activity will be followed by the Year of Homecoming, the Ryder Cup and the Commonwealth Games in 2014."
Colin Paton of the Edinburgh Hotels Association, which represents 50 hotels in the Scottish capital, said last night: "I welcome this initiative because the industry going forward is going to need all the help it can get."
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