Did you know that:

  • 68% of visitors now start their holiday journey online.
  • 57% of all travel reservations are made online. 
  • Over 60% of all mobile phone users will access online content through their devices by 2017.
  • 44% of visitors to Scotland use travel review sites before booking their holiday.

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


This 3 year nationwide 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 1-1 surgeries are now taking place across the country. Key partners are Scottish Enterprise, Highlands & Islands Enterprise, VisitScotland, Skills Development Scotland, Business Gateway and the Scottish Tourism Alliance.


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