Pioneering TripAdvisor deal to encourage more visitors to Scotland

A ground-breaking deal between TripAdvisor and Scotland’s tourism agency could boost the Scottish economy by more than £150 million a year.

Photograph by: Gerry McCannThe Rough Bounds of Knoydart.

In the first collaboration of its kind in Europe VisitScotland and TripAdvisor, are to work closely in promoting the country’s world-class tourism offering to almost 70 million new potential visitors.

The multi-year deal between VisitScotland and the world’s largest travel website with 390 million average unique monthly visitors follows a successful pilot programme last year that highlighted the wonders of Scotland to the TripAdvisor travel community.

Both parties have also agreed to collaborate on a joint marketing campaign in the UK following the successful launch of VisitScotland’s first global brand campaign – the Spirit of Scotland – and investment in new technologies.

TripAdviser has also been named Scotland as the preferred “test partner” for new destination marketing products in Europe, allowing for new research into understanding how the latest technology can be used to encourage more more people to discover what the country has to offer.

“Our tourism industry has always been strong- spending by North American visitors leapt by almost 28 percent 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,” said First Minister Nicola Sturgeon.

Photograph by: Ad MeskensEdinburgh

“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!”

Rough Guides named Scotland as second only to India as a must place to visit in 2017, just head of Canada, Uganda, Bolivia, Nicaragua, Portugal, Finland, Namibia and Taiwan.

“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,” said Charlie Smith, Director of Marketing and Digital at VisitScotland.

“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.”