Scotland is restructuring its tourism information services by shutting down all 25 visitor information centers across the country and focusing more on digital content creation and curation. Vicki Miller, director of marketing and digital for Visit Scotland, stated that their emphasis is now on providing information to visitors before they arrive, using platforms such as TikTok, YouTube, Instagram, and their website to reach a wider audience.
The decision to close the visitor information centers has sparked some disappointment among members of the tourism industry, as these centers provided valuable information to travelers. However, Marc Crothall, chief executive of Scottish Tourism Alliance, acknowledged that traveler behavior has shifted towards digital platforms, making the closure of these centers a necessary move in order to adapt to the changing times.
Visit Scotland had already been transitioning to a digital-first strategy before the pandemic, but the global health crisis accelerated this shift. Scotland has seen a strong post-pandemic recovery in tourism, with an increase in international visitors and spending. With over 50% of U.S. travelers now using social media, search engines, or hotel websites for trip planning, it has become crucial for Visit Scotland to invest more in digital marketing and content creation.
In response to the closures, Visit Scotland, the Scottish Tourism Alliance, and local communities are working together to find solutions to replace the visitor information centers. The plan is to transfer ownership of the offices to local communities, with the option to sell them if communities are not interested. Communities are expected to step up and fill the service gap left by the closure of the information centers.
One successful example of this community-driven approach is seen in Loch Ness, where the local community bought and transformed the former visitor information center into a profitable hub that offers a variety of services for travelers, such as luggage movement and the distribution of local leaflets. The success of this model serves as a potential blueprint for other communities to follow in filling the gap left by the closure of the visitor information centers.
Overall, Scotland’s decision to shift towards a digital-first strategy in tourism marketing reflects the changing landscape of traveler behavior and the need to adapt to new technologies and platforms. By focusing on creating and curating engaging content on social media and digital channels, Scotland aims to reach a wider audience and enhance the visitor experience, ultimately driving tourism growth in the country.
