‘Digital’ was only mentioned twice in the original strategy? It is incredible to think of how far and how fast tourism has travelled in that time.

The Mid Term Review identified ‘strengthening our digital capabilities’ as one of the four priorities which needed to be tackled if the tourism sector was to continue to grow. It is not just the tourism sector which is focused on this, all parts of the economy across the public, private and third sectors are striving to make the most of digital opportunities.

Did you know that:


Visitors now expect to be able to book and pay online as well as having access to free wifi at your business. They want to look at reviews from previous guests and in turn, their reviews can help promote your business and provide a valuable source of customer feedback.

As we head towards 2020, every tourism business needs to offer a digital experience which is simple, quick and easy so that we convert many more of our enquiries into bookings. There are so many solutions available that don’t have to cost the earth.

  • Every business needs to offer an excellent online experience. This should include online booking, mobile optimised website and well-managed online reviews. 
  • Join the #scotspirit movement and help promote Scotland, your region and your business through the collective campaign launched by VisitScotland in February 2016. 
  • Get help. Digital Tourism Scotland was launched in December 2015 and aims to help over 5000 tourism businesses with their digital skills. There’s a huge number of different workshops at a low cost which could make a real difference to your business.
  • Digital is not just about sales and marketing, it is about reducing your costs too. Watch this space for further support to help businesses use digital technology to be more efficient, reducing costs and increasing profits. Good news for everyone!
  • Get connected. We need to continue to improve broadband and mobile connectivity across the country. It has become a basic requirement for both businesses and visitors alike.

Key Initiatives

Digital Tourism Scotland

Digital Tourism Scotland (DTS)  is a £1.2 million programme to support tourism businesses to harness the power of digital.  

DTS is a digital skills programme aimed at significantly at the tourism sector has been developed in response to the feedback from industry. Launched in December 2015, support, training and surgery sessions are now taking place across the country.  

Digital Tourism Scotland is led by Scottish Enterprise in partnership with; Business Gateway, Scottish Government, Highlands and Islands Enterprise, Scottish Tourism Alliance, Skills Development Scotland and VisitScotland.

Visit the DTS website >>