Channel 4 has partnered with VisitScotland on a new branded entertainment series, Where to Next? fronted by British comedians John Tothill and Fatiha El-Ghorri.
Equipped with nothing but a sense of adventure and a microphone, John and Fatiha battle it out in a series of challenges that will see one of them crowned the best tourist. Local recommendations will see them travel across the country, from ancient castles and rugged coastlines, to grooming cows in the south of Scotland, as they hope to discover some of the lesser-known gems.
The episode goes live on Channel 4’s YouTube on the 6 January 2026 alongside four short-form videos for Channel 4’s Facebook, Instagram, and YouTube Shorts. This social branded entertainment will celebrate Scotland’s natural beauty, rich culture, and history, in a uniquely Channel 4 way.
Where to Next? was produced by Strong Watch Studios, with media agency Carat brokering the partnership.
Thomas Pullen, Digital Commissioning Executive at Channel 4 says: “It’s been a pleasure to commission this film with Fatiha and John bringing their contagious humour and fresh perspectives to an action-packed travel show. Where to Next? is filled with warm, authentic and funny interactions, not to mention stunning scenery. It has been fantastic to work with Strong Watch Studios, VisitScotland and Carat on this collaboration."
Emma Hopkins, Partner Lab Leader at Channel 4 says: “This branded entertainment series is good for the soul. Authenticity and personal recommendations are super sought after at the minute. We feel this type of digital content is the ideal way to meet audience desire as the comedians speak with locals about their experiences and insights”
Jill Walker, Director of Marketing at VisitScotland, said: “Social storytelling and content creation are key components of our marketing strategy. Where to Next? is a really entertaining way of bringing to life what Scotland has to offer.
“John and Fatiha take viewers on an engaging and entertaining trip through those unique experiences and sights, from Glasgow to Dumfries and Galloway, that make Scotland a special destination.
“It’s been a pleasure to work with Channel 4 and Strong Watch Studios, alongside our media agency Carat, in creating this opportunity.”
Ben Powell-Jones, Strong Watch Studios Co-Founder said: “We love travelogues and we love Scotland, so this was a dream production for us. Seeing the talent experience new and unfamiliar areas of a place you thought you knew was inspiring - thanks to VisitScotland and Channel 4 for being such a great bunch to work with.”
Ashley Baxter, Client Director of Carat Scotland, said: “Partnering with Channel 4 and Strong Watch Studios has allowed us to showcase Scotland’s story in a unique way. At the heart of VisitScotland’s strategy is digital storytelling and bespoke content creation, and Channel 4 offered us exceptional media value and best-in-class production. It’s been delightful working with Channel 4, Strong Watch Studios, and our long-standing and valued client VisitScotland.”
Where to Next? With VisitScotland continues a spate of recent deals from Channel 4’s Partner Labs including Chris Ramsey’s Alternative Christmas Guide with Sainsbury’s and Filtered Interiors with Wayfair.
