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Visit Scotland | Alba
Article published 20/02/2023

We've improved

In this article you will find:

In October last year, we told you that we were redeveloping our consumer website Read about the beta phase, our ambitions, and future changes.

As part of that work, we launched our new website in tandem with the old one. This has allowed us to create the new website whilst ensuring our customer experience was not affected.

Our refreshed website blends inspiration with practical advice. We’ve adopted modern marketing techniques, such as geolocation and personalisation, to highlight everything the country has to offer in terms of experiences, accommodation and food and drink.

Through extensive research into user behaviour and thorough user testing we’ve created an enhanced user experience making it easier for users to find the information they need to plan their trip to Scotland.

The needs of visitors and the industry go hand in hand. One cannot exist without the other and so, continues to connect visitors with businesses, as well as destination and sector organisations in Scotland.

We’ve now officially switched off our former website in favour of a refreshed, redeveloped, modernised, new look – an exciting new chapter of our digital journey

  • Hear from Vicki Miller, our Director of Marketing and Digital in her latest blog. It looks at how our refreshed website is a valuable tool to ensure Scotland is top of mind for visitors. It connects them with sustainable and inclusive experiences across Scotland.

    Read Vicki's blog on LinkedIn

What are the key changes?

  • Upgraded technology underpinning our website – we’ve replaced our Content Management System. This allows us to use modern marketing techniques to present information to our users. It’ll also be quicker and easier to make changes and enhancements.
  • New look and feel – the website has been designed around extensive research into user behaviour as they plan holidays, and thorough user testing. The new design showcases Scotland with a modern look.
  • Revised customer journeys – we’re making it easier for users to find the information they need to plan their trip to aid conversion and enhance user experience. We’ve done lots of user testing to ensure that we’re meeting their needs.
  • Using data from product listings – we’re pulling through data from product listings in more places across the website, including maps and itineraries.

What won’t change?

As a reminder, here’s what hasn’t changed on the website:

  • Business and tour web listings – listings remain the same for now, so there are no major changes on individual business pages, although we have updated the navigation and footer. 
  • Product search – we’ve redesigned the product search function to make it easier for our users to find, and to distinguish it from the main website search, but the search itself works in the same way as before.
  • Language versions – the website continues to be available in six languages to cater for our international audiences. We will continue to add more language content in the coming months.
  • Consumer blog – our blog was not included within this phase of the project.

How can I give feedback?

We’re constantly working to improve the website. This won’t stop now it is live.

We'll be looking to add more engaging content and working with local partners, tell the story of every destination the length and breadth of the country.

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