Dundee’s V&A museum will play a key role in bringing more visitors to Scotland once it opens next year, according to the country’s main tourism body.
VisitScotland has said the opening of the £80.1 million museum in the second half of 2018 will take a starring role in its domestic and international advertising campaigns.
Jim Clarkson, VisitScotland’s regional partnerships director said the museum, which will host touring exhibitions as well as telling the story of design in Scotland, will help promote other attractions in the east of Scotland as well as in Dundee.
Mr Clarkson said:Â “The opening of V&A Dundee represents an unmissable opportunity to raise awareness of the many fantastic things to see and do in the east of Scotland.
“Such a highly-regarded attraction has the potential to transform local tourism and will undoubtedly draw visitors from far and wide.
“With prestigious publications such as The Wall Street Journal naming Dundee as a must-visit destination in 2018, there is a real sense of excitement and anticipation in the region.”
Mr Clarkson added: “This museum will form a key part of Scotland’s cultural offering and as such, VisitScotland has increased its promotion of Dundee and the surrounding areas of Angus, Fife and Perthshire in our international marketing and media activity.
“This will extend to include domestic visitors – who tend to make holiday decisions closer to the point of travelling – next year as we move closer to the official opening.
“We are also working closely with V&A Dundee on events and digital content which will not only inspire visitors but will encourage industry to capitalise on what promises to be golden era for local tourism.”
Around 350,000 people a year are expected to visit the waterfront museum, which is a key part of Dundee’s £1 billion waterfront redevelopment.
A third of its exhibition space will be given over to the Scottish Design Galleries, which will explore Scotland’s design heritage through 300 objects chosen from the V&A’s collection in London.
The remaining gallery space will host touring exhibitions.
