Collaboration to lure more tourists
VisitScotland in unique tie-in with TripAdvisor
VisitScotland has joined forces with the world’s largest travel website to bring information about Scotland to the attention of millions more international and UK visitors.
The national tourism organisation is providing the online content for TripAdvisor’s Scotland destination page and putting more of a spotlight on Scottish tourism businesses between now and March.
TripAdvisor, which has 350 million monthly visitors to its website, predicts that the enhanced copy will drive many more visitors to the site’s destination hub, with the potential to send thousands of additional referrals to tourism businesses in Scotland.
As well as providing the content for TripAdvisor’s Scotland destination page, the collaboration will also involve a marketing campaign which will allow VisitScotland to generate new interest in the country.
Scotland is the first European destination to develop this kind of collaboration with TripAdvisor.
The campaign will target key inbound markets for Scotland – the UK, France, Germany and the US. Copy on the destination page will cover everything from whisky and Burns to the Borders Railway and ancestry.
Tourism Minister Fergus Ewing said: “This partnership will raise Scotland’s profile and help market all that Scotland has to offer to millions more people in the years to come.”
Malcolm Roughead (pictured), chief executive of VisitScotland, said: “In a digital age, it is crucial that we extend the message about all the amazing things there are to see and do in Scotland through a range of channels. This means working in cooperation with travel websites that will help us extend our reach.
“Our website currently attracts around 20 million users a year – with TripAdvisor’s reach, we will be able to bring our message to millions more. TripAdvisor is the biggest travel website in the world, so the opportunity for Scottish businesses through this collaboration is massive.”
Martin Verdon-Roe, global vice-president at TripAdvisor, said: “We’re delighted to be working with such a digitally savvy organisation as VisitScotland to incorporate their content into our new Destination Marketing product, providing TripAdvisor users with enhanced information they can refer to when planning and booking their trips.”