With Tuesday's announcement (22 September) on further restrictions from the Scottish Government we appreciate the tourism industry is facing yet another challenge, as well as a lot of uncertainty amongst potential visitors.
Here's some of our activity to ensure visitors to Scotland are kept up to date with these changes - which you can also share with your customers - as well as an update on the work we’ve done to date to ensure Scotland is front of mind for visitors.
Visitor top tips infographic – a guide to safe travelling in Scotland
We've created two visitor top tips infographics to ensure that visitors are clear about the restrictions in Scotland. We'll be sharing these messages across all of our corporate and consumer platforms, which you can also use and reshare to ensure the message is amplified.
The following has been published on the Scottish Government website:
All holiday accommodation can reopen, in line with guidance.
People from more than one household (or extended household) must not stay in self-catered accommodation together while the current restrictions on indoor private gatherings are in place. This includes accommodation such as a caravans, flats and holiday cottages. If you are staying in a hotel, bed and breakfast or similar accommodation, you should not have more than one household (or extended household) staying in each room booked.
Only in Scotland
We're continuing to run our 'Only in Scotland' campaign with a new push to promote autumn/winter breaks and days out using a variety of digital channels including our partnerships with Expedia and Tripadvisor, allowing us to target audiences actively looking for holidays and breaks.
While a ‘visit now’ message is still not possible for international markets given the travel restrictions in place, we are still actively keeping Scotland top of mind through PR, intermediary partnerships and brand awareness activity.
Results so far
Since 15 July we have seen a 40% increase in UK traffic to VisitScotland.com compared to the same period last year (15 July - 17 September). This resulted in an 11% increase in referrals to industry compared to the same period in 2019 - a huge 478,000 referrals.
We've added an additional 20,000 names to our Scots database as well as seeing high engagement via our social channels resulting in our posts being read by 88 million people.
In addition to our own activity we're also working with VisitBritain to ensure that Scotland benefits from its UK 'Escape the Everyday' campaign and we’ll continue to work on further opportunities going forward.
The additional restrictions announced, whilst necessary, will have further implications on your business and we are working hard to support and assist our tourism colleagues, partners and the industry wherever we can.
We are liaising with Scottish Government, and will update the industry with the offical guidance once this has been confirmed. Will be continually update our Government advice and FAQs section of our website in line with guidance recieved.