The Way Forward for Information and Sales
VisitScotland operates iover a hundred Tourist Information Centres in Scotland and one in Cumbria. These centres are the first contact point for visitors and at the heart of the information and sales function. At peak season over 550 VisitScotland staff work in the TIC network.  The organisation also operates over 170 information points, kiosks, and 40 partnerships with either private businesses or public agencies.

From June 2005 to March 2006 a team at VisitScotland reviewed all aspects of information and sales activities carried out around the network.

The starting point for the project was the visitor and the different stages of the journey – pre-arrival, arrival, during and after the visit. An extensive research programme was conducted among UK and international visitors.  Research was also carried out among the industry and businesses in other sectors.

This research benchmarked Scotland’s performance and identified gaps in products and services.   One of the key research findings was the value visitors placed on contact with staff and on personal recommendations for attractions and restaurants.  Another finding was the important role technology is playing in the future design of information and sales for visitors.

Summaries of the research workstreams are available below.

From April 2006 onwards the Information and Sales team has been implementing some of the ideas and suggestions which came out of the research.

Five programmes of activity were identified and were priority areas for pilot projects.  The five areas were: Outreach (taking visitor services outside the TIC); Content (maintaining good quality content for online as well as print); Partnerships (evaluating the effectiveness of different partnership models); Ease of Purchase (improving ways in which visitors can purchase eg queue management) Consumer Relationships (capturing visitor feedback).

Some of the latest trials included looking at portable technology for use by staff at external events; developing an electronic what’s on event listing; logging visitors’ recommendations in TICs in the Borders and Perth.  The team kept external stakeholders posted on any developments or changes within the network.

Industry Support Research Summary Report (ISRSR) (Doc 27kb)

For further information please email: research@visitscotland.com