In The Spotlight

Travel content creator Chris Paul Lawlor reflects on the responsibility of sharing Scotland's landscapes online

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SCOTLAND has never been more visible with the rise of social media propelling its landscapes, legends and hidden corners to audiences worldwide, but how do we ensure that the exposure doesn't outpace responsibility?

Over four years, millions of people have watched my videos travelling solo around Scotland. What started as clips of places that I loved has turned into something bigger - a responsibility I didn't understand at first.

There is no blueprint or set of best practices when it comes to posting about Scotland, and the reality is that social media is very new in the space of Scottish tourism.

I've created around 200 videos about interesting locations and experiences, and the more I've uploaded, the more I understood both the positive and negative impacts viral travel videos can bring.

Social media has introduced Scotland to people who might never have considered visiting before. Small businesses have gained new customers and lesser-known areas have enjoyed attention they would not have received through any traditional tourism channels. A single video can fill a café or revive interest in a fading attraction.