A European-first collaboration between VisitScotland and TripAdvisor will see Scotland’s world-class tourism offering promoted to almost 70 million new potential visitors, generating a potential additional spend of £150 million.
The multi-year deal between VisitScotland and TripAdvisor – 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.
First Minster Nicola Sturgeon announced the collaboration in New York at Carnegie Hall on the final day of her visit to the US where she has been promoting Scotland as a place to do business. Following the successful launch of VisitScotland’s first global brand campaign – the Spirit of Scotland – and investment in new technologies, TripAdvisor and VisitScotland will also collaborate on a joint marketing campaign in the UK.
In addition, 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.
Finally, VisitScotland is discussing with TripAdvisor, among others, how they might help grow their social tourism programme, enabling disadvantaged families across the country to take a much needed break, ensuring that the economic benefits of tourism sustain and reach all parts of Scotland.