“Half the money I spend on advertising is wasted; the problem is, I don’t know which half.” – Henry Ford. How can you measure the success of your marketing efforts if you’re not tracking them? Henry Ford faced challenges in quantifying the impact of advertising without today’s advanced analytics. You can sympathise with his frustration. But that is not the …
In today’s digital age, effective communication is essential for the success of your tourism business. However, with so many platforms and tools available, knowing which ones to use can feel overwhelming. This blog post will guide you in selecting the best communication tools to connect with your visitors and make your marketing efforts more impactful. “You’ve got to start with …
Three things you might know about me and three maybe not. May Know 1. Scottish Tourism With a career spanning over thirty years in Scottish Tourism, I bring a wealth of experience and a deep-rooted passion for showcasing the beauty of Scotland. It all began in 1990 when I landed a student job as an information assistant at the Scottish …
Sustainability in Scottish Tourism Accommodation: A Strategic Path to Success In recent years, the call for sustainability has become a global movement, transforming industries and reshaping consumer expectations. The travel and hospitality sector is no exception, as a growing number of eco-conscious travelers seek accommodations that align with their values of environmental stewardship. For Scottish tourism accommodation businesses, embracing sustainable …
The Growing Importance of Sustainability in the Tourism Industry and Communities As the urgency of sustainability in the tourism industry becomes increasingly apparent, the “Less Tourism, More Life” movement in Spain highlights the pressing need for sustainable tourism practices. Similar challenges are surfacing in Scotland and other popular destinations, where communities face increasing visitor numbers, rising living costs, housing shortages, …
Why Running a Sustainable Tourism Business is a Win-Win for Everyone Running a sustainable tourism business offers numerous benefits and creates opportunities for: Your Customers – Deliver authentic, eco-conscious experiences that travellers are actively seeking. Your Community – Contribute positively to the local economy and culture. Your Bottom Line – Sustainability isn’t just a selling point; it enhances profitability. In …
Why Outsource Social Media for your Tourism Business In today’s digital era, social media marketing has become a vital tool for tourism businesses, whether you’re managing accommodations, attractions, or unique experiences. Social media lets you stay competitive, engage with your audience, showcase your offerings, provide updates, and attract new customers. However, managing social media effectively is just one of the …
What is Community Tourism? I will use the definition used by Scottish Community Tourism (SCOTO), of which I am a director. “Community Tourism is where a community is directly involved in managing the tourism offer in the area and ensures tourism delivers tangible benefits locally.” Why should a community operate a Tourism Business? Three key reasons Take Control Tourism should …
Why Choose a Tourism Marketing Consultant for Your Business Success Running a tourism business or community tourism enterprise comes with its own set of challenges. From creating an annual marketing plan to exploring the viability of new ideas, success often hinges on having the right expertise to guide your efforts. While any marketing agency can offer standard services, working with …
Tourism and Marketing: A Career Rooted in Scotland Tourism came first for me. I began my journey in the Scottish tourism industry in 1991 while studying at Edinburgh University. During my summer breaks, I worked for the Scottish Tourist Board, answering calls from people eager to visit Scotland. This early experience laid the foundation for my deep knowledge of Scotland …
