A COLOURFUL image of sheep grazing on the purple heather of The Gypsy Glen in the Tweed Valley has been ranked by VisitScotland as the most popular Scottish Borders social media post of 2021.
The photograph by @becky_70_ received more than 60,000 likes when it was shared by the national tourism organisation on its Instagram account, making it the highest performing post of the region last year.
An image of Sir Walter Scott’s ancestral home at Abbotsford House near Melrose was ranked second most popular post for the region. The image, which was captured by @flordeescocia and received more than 40,000 likes, shows the stunning Baronial property through an open gate from the surrounding landscaped gardens.
The third highest performing post was by photographer Martin Donald Smith (@martindonaldsmith) who captured an atmospheric image of the dark skies above Smailholm Tower that attracted more than 30,000 likes.
Between January 2021 and January 2022, VisitScotland’s Instagram reached people over 183 million times with 460 user-generated posts. The channel has played an important role in keeping Scotland front of mind and inspiring potential visitors during the global pandemic.
VisitScotland launched its global marketing campaign Scotland is Calling last year, aimed specifically at overseas visitors who, research suggests, spend longer planning and researching their trips.
VisitScotland Regional Leadership Director Paula Ward said: “The wide-open spaces, natural beauty and history of the Scottish Borders are a fantastic source of inspiration for photographers and these images have captured some of the many reasons visitors are drawn to the region.
“VisitScotland’s social media channels have played an important role in the last two years in continuing to keep Scotland front of mind and offering inspiration to our global audiences for when they can travel. We know there is pent-up demand for travel and we want to ensure that we inspire potential visitors with what Scotland has to offer and make it their first-choice destination when they can travel.
“Tourism is a force for good – creating economic and social value in every corner of Scotland and enhancing the wellbeing of everyone who experiences it. Tourism makes Scotland richer, economically and socially, and without it Scotland would be a much poorer place.”
Abbotsford Trust Chief Executive Giles Ingram said: “We are thrilled that this stunning shot of Abbotsford was such a popular image in 2021. It gives you a sneak-peak into the glorious walled gardens, with Scott’s “conundrum castle” beyond.
“Social media has been invaluable to our charity over the past couple of years, allowing us to bring the experience of Abbotsford to people in their own home. We have been delighted to see visitor numbers begin to recover in 2021 and look forward to welcoming more visitors to Abbotsford as we celebrate the 250th anniversary of Sir Walter Scott throughout 2022.”
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