Partnership to embark on a joint UK marketing campaign
Scotland’s tourism offering is set to be promoted to nearly 70 million potential new visitors – which could generate an additional tourism spend of £150 million – thanks to a new collaboration between VisitScotland and TripAdvisor, the world’s largest travel website.
The partnership, which will see VisitScotland and TripAdvisor embark on a joint marketing campaign in the UK, follows a successful pilot last year which highlighted Scotland’s appeal to the website’s travel community.
First Minister Nicola Sturgeon announced the collaboration in New York on the final day of her visit to the US, where she has been promoting Scotland as a place to do business.
Scotland has also been named the preferred “test partner” for new destination marketing products in Europe, allowing TripAdvisor and VisitScotland to work together to understand how the latest technology can be used to allow more people to discover Scotland.
VisitScotland is even discussing with TripAdvisor, among others, how it might help to grow its social tourism programme.
The First Minister said: “Our tourism industry has always been strong- spending by North American visitors leapt by almost 28% to £633 million in the last year alone – however it’s crucial that we ensure Scotland’s appeal reaches as wide an audience as possible.
“This collaboration will ensure that millions more people will understand Scotland’s appeal, and boost Scotland’s tourism industry for years to come.
“The fact TripAdvisor has chosen Scotland as its first European partner shows just how resilient they believe Scotland’s economy to be – and the fact we were voted the second best country in the world to visit by the Rough Guide means site visitors are guaranteed a good holiday!”
Charlie Smith, Director of Marketing and Digital at VisitScotland, said: “TripAdvisor is the biggest tourism website in the world based on tourist real experiences. This partnership will give us the chance to learn from those at the forefront of innovation while inspiring millions of potential new visitors.
“This collaboration will help us put Scotland’s regions, cities and unique experiences on the world stage and to grow our tourism industry for future generations.”
Robin Ingle, Senior Vice President of Sales, said: “Digitally VisitScotland is at the forefront of DMOs around the world. Nowhere is this better exemplified than in their desire to use our data as a measure of how many more people are actually visiting Scotland as a result of their marketing activity, as opposed to more traditional methods such as visits to their website or email sign-ups.
“We are looking forward to utilizing TripAdvisor’s data, scale and access to millions of travelers to work with Scotland and highlight all the country has to offer.”
The TripAdvisor website is said to attract 390 million average unique monthly visitors.