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Industry Tourism

VisitScotland, formerly the Scottish Tourist Board, is the national tourism agency for Scotland. It is an executive non-departmental public body of the Scottish Government, with offices in Edinburgh, Inverness, and London as well as other parts of Scotland. It operates alongside VisitBritain, an organisation with a similar remit for Great Britain as a whole.[1]

VisitScotland brought, a public-private partnership back into public ownership in 2008.

At VisitScotland we believe that tourism is leading economic transformation across Scotland. It creates jobs, sustains communities and provides a critical shop window for business activity across all sectors.

  • Tourism contributes £4 billion to the Scottish economy.
  • For every £1 VisitScotland invests in marketing- we get £20 back for the Scottish Economy.
  • The Visitor Economy is worth £11.6 billion to the Scottish economy (Deloitte).

VisitScotland works in partnership with a wide range of stakeholders to deliver on a local, national and international stage, creating economic benefit in every corner of Scotland.

One of the organisation's tasks is attracting visitors to Scotland, which it does through advertising, promotional campaigns, as well as encouraging press articles on Scotland and what it has to offer the business or consumer visitor.

The £5.3 million VisitScotland Brilliant Moments campaign was launched in November 2013 as Scotland prepared to welcome the world in 2014 and to build upon the excitement and celebration.

Leading the Brilliant Moments campaign was a new TV advert, themed on the big events of 2014 (Homecoming Scotland, the Glasgow Commonwealth Games and The Ryder Cup), but also featuring the personal brilliant moments people can enjoy on a visit to Scotland.

The TV advert introduced local ambassadors from across Scotland alongside three key celebrities, Sir Chris Hoy, Nicola Benedetti and Paul McGinley (European Ryder Cup Captain), saying a line from a specially penned poem against a backdrop of dramatic Scottish locations.

Complementing the TV and national activity, there were seasonal campaigns promoting specific regions of Scotland. The aim was to inspire, engage and motivate potential visitors to visit different areas of Scotland multiple times during the year, to experience their own ‘Brilliant Moments’ and enjoy many of the Homecoming events.

VisitScotland also aims to work with the tourism industry in Scotland to maintain standards in visitor attractions and accommodation provision, which it does through VisitScotland's Quality Assurance Schemes.

VisitScotland organises the annual Scottish Thistle Awards in association with the Aberdeen City and Shire Tourism Awards, Highlands and Islands Tourism Awards, HIT Scotland, Scotland Food and Drink, Scottish Licensed Trade Association and the Scottish Tourism Alliance. The awards are recognised by many as Scotland's tourism industry 'Oscars'. The Scottish Thistle Awards are without doubt the ones our industry leaders want to have in their trophy cabinet and there is just over a week left to get your application in. The annual competition celebrates success, excellence and quality within the Scottish tourism industry.

VisitScotland is adapting and investing in digital technologies to cater for the 21st century traveller and want to help tourism businesses do the same. From 2014/15, which is a global platform, welcomed 20 million visitors looking for travel information on Scotland. In an ever-changing world, with fast-paced technological advances, it is more important than ever that the tourism industry constantly evolves to meet visitor’s needs.

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  1. ^ "> Partnerships". 2008-03-27. Retrieved 2011-12-18. 

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