More visitors are exploring destinations through the food and drink experiences they discover online.
An appetising dish, an interesting venue or local speciality recommended by a personality can get their attention when they are scrolling.
Through our use of influencer partnerships and media relationships, we ensure Scotland's variety of food and drink destinations and experiences get plenty of exposure.
Scottish content creator Caroline McQuistin visited Orkney's cafés, restaurants, food producers and experiences, including an oatcake baking class with Lorraine Johnston of Immersive Orkney.
We chose to work with Caroline because she has an audience in our priority markets UK, the US and Canada who are already highly engaged in her content on Scottish travel and island life.
The resulting video showcased not just the food, but the people, traditions and businesses behind it. Long-form content such as YouTube is particularly valuable because it gives viewers a deeper insight into a destination and can continue attracting audiences long after it is published.
I'm highly passionate about our Orcadian food culture. Sharing that with people like Caroline to raise our profile is just great.
I believe our food culture here is unique and the very heart of its history is kept alive, adapting traditional recipes and methods whilst at the same time bringing in new and innovative ideas to keep it alive for future generations.
Media coverage plays an important role in inspiring potential visitors, offering audiences an independent and trusted perspective on a destination.
One of the key ways we secure this coverage is through press trips. By working closely with travel writers, local destinations and tourism businesses, we create tailored itineraries that showcase the very best experiences Scotland has to offer.
These first-hand visits allow journalists to experience destinations authentically, resulting in credible and authoritative coverage that resonates with readers.
Our expertise, industry knowledge and strong relationships with travel writers enable us to identify the right media opportunities and connect journalists with the stories, people and experiences that bring a destination to life.
Through this work, we can help shape perceptions of Scotland in our key markets, support seasonal travel during spring, autumn and winter, and shine a spotlight on destinations that would benefit from increased visitor interest.
During a recent press trip, travel journalist Robin McKelvie highlighted Nairn's vibrant food and drink scene in The Telegraph.
Through the visit, he was able to experience fresh seafood, cafés and local producers, helping introduce readers to the food and drink offering in the town.
It is an important relationship we have developed, and we worked closely with the local destination, to make introductions to relevant businesses.
The resulting coverage showcased a range of local businesses to a highly engaged travel audience, raising the profile of Nairn and highlighting the destination as a compelling place to visit. It also demonstrated the value of press trips in generating trusted, third-party endorsements that can influence travel decisions and inspire potential visitors to explore destinations beyond Scotland's more established hotspots.
Nairn is rightly proud of its amazing food and drink offering. From fish tacos or homemade ice cream at the seafront to a world-class wine bar in the heart of the town centre, we have it all.
We also have not one but two amazing real ale pubs which vie for the position of best bar for a pint in Nairn. We also have an award-winning restaurant with an amazing sea view. And for food and drink shops, as well as major chains, we have a greengrocer, a butcher and a health food shop which stocks organic and vegan produce.
79.6K
Caroline McQuistin’s YouTube subscribers
41,029
Orkney YouTube video views
947,000
Telegraph digital subscribers
1.166 million
Telegraph total subscribers
YouTube / Telegraph.co.uk
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