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Tourism Cattle Drive

Press release   •   Feb 23, 2016 09:47 GMT

VisitScotland has launched a search for eight unique people to experience the summer of a lifetime – and get paid for the pleasure.

The national tourism organisation is looking for a team of energetic and outgoing people to attend to a herd of new, specially created and simply bovine Highland Cow (or ‘Coo’) Campervans.

From Inverness to Dumfries, Portree to Aberdeen, the campervans will travel around Scotland throughout the summer providing inspiration and information at some of the country’s biggest and best events, visitor attractions and tourism hotspots.

The lucky Coo-Visers (cow advisers) will attend to the every need of the herd, from shepherding vans along the countryside roads to allowing them to stop and graze in the urban centres.

As well as an udderly fun and unique exterior, set to be revealed in late March 2016, the Highland Cow Campervans will be fitted inside with digital equipment including I-pads, to excite both visitors and residents to explore Scotland.

The campervans are part of VisitScotland’s strategy to provide inspiration to visitors in new and innovative ways and in doing so extend a ‘personal touch’ to outreach marketing activity, passing on distinctive information about things to see and do throughout the country.

The initiative comes on the back of the launch of VisitScotland’s first ever global campaign. The Spirit of Scotland marketing campaign and #ScotSpirit social movement was launched by First Minister Nicola Sturgeon on 10 February and seeks to inspire the world to discover and share Scotland’s unique spirit– whether it’s the magic of the landscapes or the warmth of the people.

The Coo-Visers will be responsible for the campervan allocated to them, including the technical equipment and information stored inside and will be required to drive across the country to key events throughout Scotland, engaging with locals, tourists, and industry. They will be at the forefront of delivering a new approach to customer service for VisitScotland.

Malcolm Roughead, Chief Executive of VisitScotland said:

“We are so excited to soon be releasing our Highland Cow Campervans into the Scottish countryside and we know everyone will enjoy seeing them travelling around the country! These Coo-Visers will be a really important part of our new strategy – to provide inspiration to visitors in new and innovative ways, and the personal touch is something that #ScotSpirit is all about. These brilliant new tourism roles are a great opportunity for anyone who would like a summer of encountering breath-taking landscapes, experiencing fantastic events and meeting interesting people. I may just join them on some of their adventures!”

To apply for the Coo-Viser role: Applicants must have a valid, clean driving license and be passionate about promoting Scotland. The closing date is 4 March 2016. The campervans will be based in Edinburgh, but travel across the whole country over summer 2016.

The Highland Cow Campervans will be unveiled by VisitScotland in late March 2016.

VisitScotland launched its first ever global campaign and social movement - the Spirit of Scotland on 10 February 2016. The campaign is built on extensive research which shows that people think Scotland has a unique spirit– whether it’s the magic of the landscapes or the warmth of the people. Everyone who has shared their #ScotSpirit will become part of a special social movement. To find our more, visit

Notes to Editors

  • Follow us on twitter: @visitscotnews
  • VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.
  • The organisation’s core objective is to contribute to the Tourism 2020 Strategy ambition of growing tourism revenues by £1 billion by 2020.
  • This will be supported by seven overarching strategies:
    1. Marketing: we will market Scotland and its outstanding assets to visitors from all parts of the world, including the promotion of Scotland to people living in Scotland       to visit different parts of the country
    2. Events: we will support the national events strategy and its delivery, and sustain, develop and promote Scotland’s international profile as one of the world’s foremost events destinations
    3. Internationalisation and International Engagement: we will utilise all our platforms to enable Scottish-based tourism businesses to better understand international       opportunities and market to a global audience and we will work within One       Scotland Partnerships to optimise the potential of Scotland’s Diaspora and our strategic partners at regional, European and global levels
    4. Customer Experience: we will provide information and inspiration to visitors both locally and globally via their preferred medium of choice
    5. Quality and Sustainability: we will provide support and advice to businesses, with the goal of improving the quality and sustainability of the tourism sector in Scotland. We will provide quality assurance to visitors through our Quality Schemes
    6. Inclusive Tourism: we will strive to make tourism in Scotland inclusive and available to all
    7. Working in Partnership: we will listen to and work with the industry, partners and communities to shape our offering and support
  • VisitScotland works together with tourism businesses to make tourism a success for everyone and ensure the industry continues to grow.
  • The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
  • Spending by tourists in Scotland generates around £12 billion of economic activity in the wider Scottish supply chain and contributes around £6 billion to Scottish GDP (in basic prices). This represents about 5% of total Scottish GDP.
  • For VisitScotland’s press releases go to, tourism statistics and frequently asked questions go to
  • Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
  • For holiday information on Scotland go to
  • For information about business events in Scotland go to

    Year of Innovation, Architecture and Design 2016

  • 2016 will shine a spotlight on Scotland’s achievements in innovation, architecture and design through a wide-ranging, variety of new and existing activity.
  • The Year of Innovation, Architecture and Design begins on 1 January 2016 and ends on 31 December 2016 and will build on the momentum generated by the current 2015 Year of Food and Drink as well as previous years including Homecoming Scotland 2014, the Year of Creative and the Year of Natural.
  • Through a series of exciting events and activity, the year will showcase Scotland’s position as an “innovation nation”, its outstanding built heritage, and its thriving, internationally acclaimed creative industries sector.
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