VisitScotland-TripAdvisor deal could boost spending by £150m

VisitScotland has signed a deal with reviews website TripAdvisor that will see Scotland promoted to almost 70 million new potential visitors.

The multi-year deal between VisitScotland and TripAdvisor – the world’s largest travel website with 390 million average unique monthly visitors – could generate a potential additional spend of £150 million.

The deal is a first for TripAdvisor in Europe and follows a successful pilot programme last year that highlighted Scotland to the TripAdvisor travel community.

First Minister Nicola Sturgeon (pictured right) announced the collaboration in New York at Carnegie Hall on the final day of her visit to the US where she is promoting Scotland as a place to do business.

TripAdvisor and VisitScotland will also collaborate on a joint marketing campaign in the UK.

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.

Furthermore, VisitScotland is discussing with TripAdvisor, among others, how they might enable disadvantaged families to take a break.

Sturgeon 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.”

Charlie Smith (pictured centre), marketing and digital director at VisitScotland, said: “This partnership will give us the chance to learn from those at the forefront of innovation while inspiring millions of potential new visitors.”

Robin Ingle (pictured left), senior sales vice president at TripAdvisor, added: “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 utilising TripAdvisor’s data, scale and access to millions of travellers to work with Scotland and highlight all the country has to offer.”