Scotland has the potential to become a magnet for the billion pound millennial market, according to VisitScotland.

With the launch of its new TV campaign targeting millennials airing tonight on E4 (Monday 11 September), the national tourism organisation believes the country’s growing reputation for outdoor experiences, its award-winning beauty and its warm and welcoming people could position it as a must-visit destination for Generation Y.

Recent figures show that visitors aged 16-34 year old are worth an average of £1.1bn to the Scottish economy, generating an average of 4.3 million trips every year. Scotland has proved particularly popular with young Americans and Germans who represented 15% and 11% of the millennial visits to the country in 2016.

As one of the largest generations in history, millennials – those aged between 16-34 years old – represents a lucrative market for the global tourism industry. From adventure activities and off-the-beaten track exploring, to quirky accommodation and local food, the generation is best known for its love of unique and authentic experiences.

Last month, VisitScotland announced a new partnership with Channel 4 on an interactive TV campaign which invites viewers to take part in and direct a series of ads across a week.

Starting tonight (Monday 11 Sept), a cast of six young travelers will experience a range of exciting activities across Scotland with E4 viewers voting via Twitter, using bespoke hashtags linked to #ScotE4, on what the group will do the following day.

The 60 second spots will be broadcast at the same time from Monday 11 Sept to Friday 15 Sept, during the first ad break of matchmaking show Celebs Go Dating.

The exclusive campaign comes ahead of Scotland’s Year of Young People 2018 and supports VisitScotland’s desire to position Scotland as an inspirational destination for millennials. The national tourism organisation is also working with TripAdvisor, the world’s largest travel website, to capitalise on interest generating by the project by making it quick and easy for viewers to book their own Scottish experience via the TripAdvisor website.

From the adrenaline-inducing 7stanes mountain biking trails at Glentress Forest, Peebles to the pitch perfect beat of Glasgow’s music scene, the ads are set to show why Scotland is the ultimate playground for the young and adventurous.

Malcolm Roughead, VisitScotland Chief Executive, said: “Scotland is more than haggis, tartan and Nessie, it’s an exciting, contemporary destination filled with unmissable experiences and rich culture.

“We want to make millennials here in the UK aware of all the amazing adventures they can have in Scotland. From camping under a blanket of stars in the Dark Skies Park in Dumfries and Galloway to road-tripping on the North Coast 500, or from relishing delicious vegan food in Glasgow to feeling the adrenaline-rush of canyoning in Perthshire – there is something for everyone.

“With the Year of Young People 2018 just around the corner, there is no better time to inspire this young generation to place Scotland at the top of their travel wish-lists.”

Jane Hector-Jones, Group Partnerships Manager, 4Sales added: “We are delighted to be working with VisitScotland to deliver this exciting and innovative first. E4’s key demographic of 16-34 year olds aligns perfectly with VisitScotland’s millennial target market for this unique campaign that will showcase the charms of beautiful Scotland whilst entertaining and engaging viewers.”

Off air, viewers will be able to find extra footage and a viewer competition by visiting