5 ways Scotland Loves Local supports the visitor economy - News

Loving the local economy

A strong visitor economy delivers benefits that extend well beyond tourism and events businesses, a benefit that is felt by our communities.

Visitor spending in Scotland supports local retailers, creates employment opportunities, and contributes to sustaining local communities. Growing the visitor economy is not only about attracting visitors, but also about creating opportunities for local people and places to live and work.

We work with industry and community partners to support initiatives, projects and campaigns that support these ambitions.

Scotland Loves Local is a great example of an initiative designed to boost the local economy. Launched in 2021 by the Scottish Government and led by Scotland’s Towns Partnership, the campaign encourages people to spend within their local area through the Scotland Loves Local gift card.

Read on to hear 5 ways Scotland Loves Local boosts the visitor economy.

Dock Street Studios

Dock Street Studios in Dundee, have a great selection of local artists, international interior brands, exquisite vintage items and contemporary designers.

1. Keeps more money in local communities

The Scotland Loves Local campaign encourages visitors to shop and spend in independent retailers and 'think local first' by supporting local shops and attractions. When visitors spend using the Scotland Loves Local Card, the money stays in the community.

The technology used operates on a “closed loop”, meaning the cards can only be used inside the regions they are purchased for.

Through our targeted marketing activity, we’ve been working with the Scotland Loves Local team and card operator Miconex to increase the number of businesses and experiences where the cards can be redeemed. This is an ongoing project for our marketing teams to raise the cards profile.

Juniper Gift Shop

A couple browse Juniper which is a gift shop specialising in Scottish and UK-produced jewellery and giftware, framed prints and oak furniture

2. Boosts local towns

Stronger local economies help build vibrant, resilient town centres. The local circulation of spend helps strengthen small businesses and in turn this can help maintain our town centres.

The Scotland Loves Local initiative, backed by Scotland’s Towns Partnership plays a vital role in supporting small businesses and strengthening Scotland’s high streets.

VisitScotland works in partnership with Scotland’s Towns Partnership to encourage businesses to sign up for the gift card and raise awareness of the gift cards among visitors. We have a created dedicated campaign raising awareness of the gift card, you can visit visitscotland.com for more information.

In this campaign we are targeting the diaspora and those with Scottish connections with the aim of raising awareness and purchase of the Scotland Loves Local Gift card. Encouraging consideration of purchase in the run up to St Andrew’s Day and Christmas positions the card as a great way to support Scotland wherever you are in the world. It not only keeps the spend within the local economy, but encourages Scots to discover experiences and businesses right on their doorstep.

Isle of Mull Soap Company

The Isle of Mull Soap Co. sells Scottish soaps, skin care, candles and gifts which are handmade on the Isle of Mull.

3. Encourages a wider spread of spend

With more than 30 regional gift cards available across Scotland and nearly 8,000 participating businesses, Scotland Loves Local encourages visitors to look beyond the main tourist routes.

The campaign directs footfall into smaller towns and lesser-known areas, inspiring visitors to explore hidden gems, independent shops, local makers, and community attractions. This spreads the economic benefit more evenly across Scotland’s regions, not just in visitor hotspots.

The Little Green Larder

The Little Green Larder is an eco-friendly shop offering a variety of sustainable and zero-waste products from locally sourced food items to household essentials promoting a healthier planet and community.

4. Encourages visitors to spend more

Visitors using the Scotland Loves Local Gift Card tend to spend more compared to standard payment methods, helping generate greater value for the businesses they support.

Scotland’s Town Partnerships calculated that, if every person in Scotland were to spend just £1 more per week with local businesses in their area, an additional £282.7 million would be generated annually .

Dundee Contemporary Art Centre shop

Gift shop at Dundee Contemporary Arts (DCA) the internationally renowned centre for contemporary art.

5. Showcases the local visitor offering

Scotland Loves Local celebrates the depth and diversity of local experiences. It highlights not only shops but also:

local makers and artisan producers
independent cafés and restaurants
attractions and unique local experiences

By encouraging people to explore local, visitors can really get to know the true spirit and personality of Scotland’s communities.

These authentic, one-of-a-kind experiences are what make trips memorable - key for attracting consumers, both in international and domestic markets.

Peel Farm cafe and gift shop

Peel Farm, in Angus, offers self-catering cottages and a coffee shop with a renowned reputation for delicious home-made food.

VisitScotland’s support for the Scotland Loves Local Gift Card strengthens the visitor economy by encouraging spending that stays within communities, supporting local businesses and attractions.

This initiative not only enhances the visitor experience by promoting authentic, place-based tourism, but also drives sustainable economic growth across Scotland’s towns, cities and rural areas. It helps communities thrive and our diaspora campaign demonstrates the support for Scotland’s visitor economy can come from all over the world.

Jill Walker, VisitScotland Director of Marketing