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Visit Scotland | Alba
Article published 07/11/2019

We welcomed some of the world’s best online booking and distribution systems under one roof on Wednesday 6 November as part of our first ever national digital tourism event aimed at the experience sector.

Ctrl+Alt+Succeed Scotland took place at the Perth Concert Hall with around 180 Scottish tourism businesses from across the country, who came together to develop their digital skills. It was a sold out event with delegates attending from all over Scotland to hear from exhibitors with bases in countries as far afield as USA, Italy, Iceland, France and the Netherlands.

The event began with a welcome and introduction from our Chief Executive Malcolm Roughead and Chief Executive Officer for the Blackwatch Castle & Museum, Anne Kinnes. This included Malcolm and Anne “going digital” and taking a selfie with the audience in the backdrop lighting up the room with the torches on their phones.

Delegates got to hear from Alison McLaughlin, Deputy Director for Digital Transformation at the Scottish Government, who talked about their work to support businesses in growing through digital. They then heard from our Director of Marketing & Digital, Vicki Miller, about how experiences can shape how we inspire and convert our visitors to choose Scotland.

This was followed by two breakout sessions where delegates could choose to attend seminars from international booking and distribution systems such as GetYourGuide, TripAdvisor Experiences, and Tiqets. They also heard from Scottish tourism businesses who had successfully implemented the skills and platforms to grow their businesses.

The global experiences market is estimated to be worth $150 billion in 2019, rising to $183 billion in 2020. A staggering 90% of travellers research their holidays online with 80% booking online.

Scotland’s rich offering in terms of unique visitor attractions, tours and activities is the backbone of the industry, inspiring visitors from around the globe to visit Scotland, however many such businesses struggle to be found online and are in danger of falling behind. Our sell-out conference was designed specifically for these businesses, introducing them to the partners and the tools to help raise their profile across the world wide web.  

The only certainty about the future is that the digital landscape will move faster than ever before. Through events like Ctrl+Alt+Succeed Scotland and our work with businesses across the country, we want to create a roadmap through an ever-changing digital landscape and provide access to channels, insights and expertise.

Digital channels play a huge role in the visitor experience and having a firm grasp of new technology and being able to use it to its full potential is such a powerful way to save precious time, increase efficiency and, all importantly, grow revenue.

Malcolm Roughead, VisitScotland Chief Executive

I was delighted and thrilled to part of VisitScotland’s first ever national digital conference aimed at the experience sector. It was fantastic to see people take time out of their busy schedules to come to Perth for the event. The day was packed with information and tips on how we can improve our digital presence and offer simple digital solutions. These will not only help businesses but also improve the visitor experience to Scotland.

Anne Kinnes, Chief Executive for the Blackwatch Castle & Museum

Due to the high demand to attend this conference, presentations were filmed throughout the afternoon and will be made available for all businesses to access.