Skip to main content
Visit Scotland | Alba

Help shape the future of business support on Giving feedback through our short survey only takes a few minutes.

Article published 24/02/2023

How to create sustainable tourism experiences to reduce seasonality

On Monday 20 February we welcomed more than 120 delegates to a free, national webinar on “How to create sustainable tourism experiences to reduce seasonality”.

We were joined by our guest speaker Xavier Font, Professor of Sustainability Marketing from University of Surrey.

Xavier shared advice on how businesses can adapt their tourism offering to suit varying seasons, customers, and markets, how to make best use of the low season to experiment with new products and ideas, the importance of storytelling through your marketing, and much more.

We've pulled together a round-up for those who couldn't join us and for those who would like to watch the webinar again. This includes a recording of the webinar and links to other helpful resources on sustainable and inclusive tourism hosted here on

In this article:

Watch the webinar


This webinar content was developed by Xavier following his involvement in the €24.5 million EU Interreg EXPERIENCE Project.

This project explores how destinations can attract visitors in the off-peak season through innovative and experiential tourism approaches.

Find out more about the EXPERIENCE project and explore the free learning materials which are available for you to use.



Responsible tourism content on

For more information and support on promoting your business out of season and growing your sustainable and inclusive tourism credentials, take a look at our responsible tourism section of

Here you’ll find a wealth of information on responsible tourism research and insights, guidance on how you can implement and promote inclusive tourism, green certification schemes, how to save energy and money, reducing waste and taking climate action, and more. 

Not sure where to start? We've pulled out a selection of useful articles to help you. 

Related links