Channel 4 has partnered with VisitScotland on a new social-first branded entertainment series, Where to Next?
Produced by Strong Watch Studios, with media agency Carat brokering the partnership, Where to Next? continues Channel 4’s push to align brands with creator-led storytelling that blends entertainment and destination marketing within a recognisably Channel 4 editorial framework.
Fronted by British comedians John Tothill and Fatiha El-Ghorri, the series sees the pair compete in a run of travel-led challenges designed to position one of them as the “best tourist”. Guided by local recommendations, the show takes in locations across Scotland, from castles and coastal landscapes to offbeat activities intended to surface lesser-known destinations.
The main episode will launch on Channel 4’s YouTube channel on 6 January 2026, supported by four short-form cutdowns distributed across Facebook, Instagram and YouTube Shorts.
It is Strong Watch Studios latest social-first comedy-based project for Channel 4 following a Stand Up for Cancer brief and the launch of the A Comedy Thing channel. Strong Watch Studios also produced a previous episode of Where to Next? with Channel 4 and Tourism Ireland in 2024.
