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From early inspiration to planning

We’re developing visitscotland.com to guide visitors from early inspiration through to planning their trip to Scotland.

By focusing on influencing visitors where it matters within the customer journey, we’ll help visitors turn ideas into plans, encouraging year-round travel across Scotland’s regions and seasons. This approach will both inspire and equip visitors to take the next step, turning interest into visits that support tourism businesses and grow the value of Scotland’s visitor economy. 

On this page you’ll find more details on why we’re evolving the website and where the project is at. 

In this article:

Evolving the role of our website in Scotland's visitor journey

Our integrated marketing strategy is focused on influencing potential visitors on the platforms we know they use to encourage them to stay longer, spend more, and support communities across Scotland.

To do this, we’re focusing on the most influential points along the customer journey, delivering the right message through the right channel at the right time. 

As part of this shift, we’re expanding our inspirational digital content across marketing channels and evolving visitscotland.com to better support the early stages of trip planning, when visitors are forming ideas and building concepts for their trip. 

visitscotland.com is an important channel within that mix, however its role has changed with the growth in direct booking and the use of Online Travel Agent's (OTAs) and other travel intermediaries by our visitors.

 

More recently with the influence of AI and AI trip planning we want to create a content rich website that will inform AI search results and ensure we can continue to influence the spread and spend of visitors to Scotland.

Visitors who come to our website already have Scotland in mind. The website’s role is not only to inspire them but also to help turn that inspiration into a plan, guiding them toward taking real steps to make their trip happen. 

visitscotland.com will inspire and guide to experience Scotland. It will:

  • inspire through immersive storytelling, helping people picture themselves in Scotland
  • guide potential visitors with clear, practical steps to turn dreams into real journeys
  • provide accurate, up-to-date, and helpful information - every step of the way
Read more on our marketing strategy

A new way to explore Scotland online

The role of visitscotland.com is no longer about booking, it’s about driving interest. As a result, we're introducing a new map feature powered by Google Maps Platform. This will allow visitors to discover tourism businesses and points of interest across Scotland using text search, intuitive category filters, and interactive map tools.

Visitors can continue exploring in Google Maps or navigate directly to business websites or booking platforms. This change responds directly to visitors needs and will see our current listings and product search retired.

In future, the majority of tourism business information will be obtained from external sources, including Google.

New online features

  • Google Business Profiles

    Businesses with Google Business Profiles will no longer need to maintain separate business listings on visitscotland.com, saving time and simplifying updates.  

  • New site-wide feature

    We’re also introducing a new site-wide search feature to help visitors find inspiration and practical information for planning a trip to Scotland. 

  • Enhanced search

    Our new site-wide enhanced search will surface content from across the website, including events and tours, and will prominently highlight the new map tool.  

Together, these features will make it easier for visitors to make travel plans for Scotland and take the next step in their journey.  

Project update

Focus on | main map function

In January, we launched the first version of our new interactive map, powered by Google Maps Platform. This new feature helps visitors discover tourism businesses and points of interest through text search, category filters and interactive map tools. Visitors can also explore locations directly in Google Maps and click through to business websites or booking platforms.

Our new map utilises Google Places UI Kit, which provides users with a well-known and intuitive interface to discover individual experiences, accommodation and points of interest aligned with their specific needs. The feature supports text-based search and intuitive category filters, making it easy for users to find relevant businesses.

This is just the beginning, the map will grow and improve over time, and your feedback is a big part of shaping what comes next. We’re continuing to gather feedback from users and businesses, and we’re grateful to everyone who has shared their thoughts so far. The next map update, shaped by the feedback we’re still receiving, is planned for around 10 February.

We want to hear from you
A banner is displayed across the website with a link to share feedback. Please review the new design, and if you have any comments, click the banner to access our feedback form. Your input is invaluable and will help us improve these new features to better support both our users and businesses like yours.

Take a look and feedback on the new map.

 

 

Focus on | new search function

In February, we introduced the improved site‑wide search to help visitors find both inspiration and practical information more easily, including events and tours. This feature has been designed using experience-driven categories and intuitive text search to facilitate exploration of trip ideas.​

The enhanced search now surfaces results from our content management system (CMS), Data Thistle (events) and TMS (tours). A new tours data source will also be introduced in 2026.

Visitors can access the feature via the homepage search widget or the search button in the top corner of any page. They can use a text search and / or select from main categories, which will continue to evolve as the new site structure and content approach rolls out.

As part of this update, we have retired the product and accommodation business listings, along with the previous search function on visitscotland.com. This change supports our renewed focus on the early stage inspiration and planning journey for visitors – a direction informed by customer journey research and already communicated to industry partners. 

 

Focus on | content

This is also a great opportunity to review the content pages we have on our website and if they best meet our current user needs. We’ll be looking at our approach to content including: 

  • content formats including articles, itineraries and navigation pages
  • types of content including evergreen, trend and seasonal
  • how often we will maintain our content pages

We’ll then be working through our existing content to audit the relevance, credibility and authority we have for each topic and page. Throughout this process we’ll be conducting user testing and research, which will help inform the structure of content on visitscotland.com moving forward. 

Using insight to inform activity

We’re always working hard to ensure the way we work keeps pace with new technology and the changing needs of our visitors. The development of visitscotland.com is a good example of this in action. It reflects our commitment to using the latest tools and insights to improve how visitors engage with us. 

What potential visitors are looking for 

When planning a trip to Scotland, visitors move from inspiration to action. They start by imagining what it feels like to be there, then they explore experiences that match their interests, and choose a key destination or activity to build their trip around. From there, they check practical details like cost and transport, create an itinerary, and learn how to get around. Finally, they confirm their choices by looking for reassurance and inspiration from other travellers’ experiences. 

How the website will meet these needs

  • Experience-led site search

    A new experience-led site search to help users find inspiration and practical information for planning a trip to Scotland. 

  • New main map

    A new main map, powered by Google Maps, where you can find specific accommodation, products and experiences. 

  • Call to action

    A prominent call to action to our main map to guide users further along their journey. 

  • Engaging content

    Streamlined immersive, engaging content with a refreshed design, focused on turning interest into visits. Visitors will also have the ability to save their favourite content.

  • Itineraries

    More first-person itineraries direct from our visitors’ own experiences.

  • Travel map

    A new travel map showing key entry points to Scotland and transport options.

As the volume of content and information grows online, visitors are placing greater emphasis on the source of the information to gauge credibility, authenticity, and relatability. We’ll continue to update our website content to remain visible and competitive in search engines as search habits continue to evolve. 

We’ll have a refreshed homepage and itineraries, and we’ll restructure the site so that it’s better placed to focus on the concept-forming stage of the customer journey. 

With the growth of social channels, curated content and AI-generated search results, the role of visitscotland.com has changed in recent years but it remains a very important part of that marketing mix. 

Research source: Designit First-time Visitors Trip Planning Research (2025) 

Business support | we're here to help

  • Google Business Profile

    The best way to ensure you will have visibility on visitscotland.com is by having a verified Google Business Profile. By managing the business information on your profile, you can ensure that potential visitors have the most up to date and accurate information about where you are and what you offer, optimising your presence on the map.

    Find out more about Google Business Profile.

  • Business Support Hub advice

    Take a look through the Business Support Hub advice to learn more about free Google and Tripadvisor listings to boost online presence. Make sure to keep all listings updated and accurate.

    Visit the Business Support Hub website to find out how to create business listings.

  • Training events and webinars

    Have a look at upcoming training events and webinars that cover Google listings, online visibility, creating bookable experiences and more.

    Browse and sign up for future training and events.

  • Bitesize webinars

    Our bitesize webinars are available to watch on our Business Support Hub website and include how to choose a booking system and how to start working with online travel agents, plus a new holiday rentals video for self-catering.

    Watch recording of previous bitesize webinars.

  • Business Support enewsletter

    Get the latest advice, insight, and best practice guides by signing up the Business Support enewsletter. 

    Sign up now to receive the enewsletter.

  • Business Enquiry and Support team

    Our Business Enquiry and Support team can provide support to businesses and to answer any questions you might have.

    Complete the form to submit your enquiry.

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