Scotland Targets Increased Cruise Ship Traffic With New Marketing Initiative

ABERDEEN, Scotland - Cruise Scotland Launch at Seatrade Cruise Shipping Miami

- For the Special Attention of the Scottish Media

Scotland’s increasing popularity as a destination for cruise
ships is in line for a further boost with the launch of an organisation to
promote and market its ports and many visitor attractions internationally.

Cruise Scotland, representing ports and service companies
throughout the country, officially sets sail today, Wednesday 18th March, at
a breakfast reception during the industry’s leading event, the Seatrade
Cruise Shipping Miami Exhibition and Conference.

Chairman, Richard Alexander, said: “Scotland is a great
destination for a range of cruises, with so much for passengers to see and do
within easy reach of established ports on the mainland and islands. Now is a
very opportune time to be stepping up our efforts, with greater scope for
cruise lines to include Scotland in their itineraries.”

Scotland’s Minister for Tourism, Jim Mather, said: “Tourism
makes an important contribution to the Scottish economy and it is vital that
we continue to look at new and innovative ways of attracting new visitors to
our great country. We need to capitalise on new opportunities and ensure that
Scotland remains ahead of the game.

“Scotland is becoming an increasingly popular destination for
cruise ships and our industry is set to take full advantage as a result of
this exciting new initiative. With dollars and euros now able to go much
further for overseas visitors, this is the perfect time to make cruise
operators aware of the fantastic tourist attractions we have to offer and
attract new visitors to Scotland.

“There is no better time to visit Scotland with our Homecoming
celebrations bringing with them a fantastic chance to attract many more
visitors to Scotland throughout 2009. With an excellent range of over 300
events taking place across the country, there will be something for
everyone.”

The industry-led organisation, which is also supported by
Highlands and Islands Enterprise, Scottish Development International,
Scottish Enterprise and VisitScotland, is exhibiting on booth 636 at the
Miami show.

Denise Hill, VisitScotland’s Head of International Marketing
said: “It is great to see the cruise industry working together in this way to
develop plans for the future. In the current economic situation this kind of
joint working is important, as is a focus on improving the quality of our
visitors’ experience while they are in Scotland.

“The international cruise market is set to grow, and we are
keen to understand more of the opportunities presented by new types of cruise
passenger, including special interest and more active cruise passengers who
are keen to explore Scotland.”

With recruitment ongoing, Cruise Scotland members to date
include: Aberdeen Harbour Board; Argyll & Bute Council (Oban); Clydeport
Operations Ltd (Greenock); Cruise Highlands Ltd (Invergordon); Excursions Ltd
(Edinburgh); Highland Council (Portree); Lerwick Port Authority; Morrison
Tours (Leith); Orkney Cruise Services; Orkney Harbours; Peterhead Port
Authority; Scrabster Harbour Trust; Stornoway Port Authority; and Ullapool
Harbour Trust.

Scottish ports already serve various itineraries, from
trans-Atlantic, North Atlantic and North West Europe cruises, to
round-Britain and niche markets, such as golf and bird and marine life
watchers.

With an initial three-year marketing strategy, Cruise Scotland
is looking to expand its market by 10% year-on-year. Scotland enjoyed a 48%
share, worth more than GBP37 million, of all cruise ship calls in the UK in
2008, when a record 377 ships and around 202,000 passengers arrived in
Scottish ports. The larger vessels now operating add further to the
significance of higher vessel numbers. By comparison, Scottish ports handled
169 cruise ships and 64,902 passengers in 1998.

Scotland’s numerous attractions include stunning scenery and
vibrant cities; culture and heritage; local produce, whisky distilleries and
crafts; wildlife and golf.

*For details of how to become a member of Cruise Scotland,
e-mail Gordon Ireland, Market Development Manager -
Gordon.Ireland@highland.gov.uk

Notes:

1 Richard Alexander, Chairman, Cruise Scotland, will be
available for interview in Miami after 1500 hours UK time, Wednesday 18th
March - Tel: +44(0)7771-981225.

2 A photograph of Richard Alexander and of the cover of the
Cruise Scotland brochure are available from Mearns & Gill Public Relations -
see below.

3 Cruise Scotland’s officials are: Richard Alexander, Morrison
Tours - Chairman; Captain Iain Dunderdale, Cruise Highlands Ltd - Vice
Chairman; Gordon Ireland, Highland Council and representing Portree - Market
Development Manager; and Victor Sandison, Lerwick Port Authority - Treasurer.

4 For further information, access www.cruisescotland.com

Issued on behalf of Cruise Scotland by Mearns and Gill Public Relations.
For further information, please contact: Dick Mutch. Tel: +44(0)1224-646311,
+44(0)7710-872425, Email: dick@mearns-gill.com

Source: Cruise Scotland

Issued on behalf of Cruise Scotland by Mearns and Gill Public Relations. For further information, please contact: Dick Mutch. Tel: +44(0)1224-646311, +44(0)7710-872425, Email: dick at mearns-gill.com