Scotland online


The iKnow Community is a key element of our information provision to visitors, providing high quality information to visitors where they want it, when they want it.


The community which launched in July 2016 and is now mobile friendly, allows Scots and those who love Scotland to bring alive the streets, characters and landscapes of our country. Our initial target for the first year was 1,500 registered users and we’re delighted to have surpassed this with almost 6,000 total registered users (October 2017).


The way visitors access information has changed significantly and we need to respond to this information revolution by switching investment to new initiatives in order to reach more people with personalised information so they stay longer, spend more and grow the visitor economy.


User-generated content and peer-to-peer conversations are the most powerful form of advertising and influence holiday decisions.


Online community: some facts


• The key audience is aged between 45-65 and from the United Kingdom and US
• The community has generated 897+ discussions and 5,668+ comments
• The majority of visitors to the community have either booked or are about to book their trip to Scotland
• Social login is now an option when registering with the site – meaning you can login using your Facebook account

(correct as October 2017)


Information doesn’t just sit at the door of an iCentre – it comes from a wide range of people and places – and the tourism industry has a huge part to play, giving their personal recommendations and experiences.


Share your stories on the community and inspire the rest of the world to come and visit! We need contributors from around Scotland who are the product experts in your area to become regular contributors. Log in and start providing information and inspiration now...


screenshot of provides a global platform generating 20 million sessions per year, giving visitors the information they want on all areas of Scotland, when they want it.


The site hosts a range of visitor resources including a practical trip planning tool for visitors to plan their break, save their trip and share it through social media and there’s a fantastic variety of videos and interactive eBrochures on topics such as Burns, wildlife and the Edinburgh Festivals.


With more than 60% of visitors accessing information online and 76% of adults owning a smartphone, it is clear that the way visitors access information has changed significantly. is fully mobile friendly and we have introduced hugely successful mobile applications such as ScotlandVR to inspire our visitors.


The site also provides a platform for every business to take their message across the world with enhanced business listings, making it easier for visitors to find and book with them. The site generated over 1.4 million referrals to Scottish tourism businesses and our priority is to work with businesses to grow this.
A web listing is free and we ask you to keep this up to date with great content to ensure visitors get the best information; businesses with well populated listings benefit from more referrals. For more information on how to maximise your listing on use our handy guide or contact your Industry Relationship Manager.


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