Why Spring is the Perfect Time to Refresh, Prepare, and Attract More Visitors Spring is my favourite time of year—it brings new life, fresh opportunities, and a renewed sense of adventure. There’s something magical about the first bright daffodils swaying in the breeze, the crisp yet warming air, and the countryside awakening from winter’s slumber. Across rural Scotland, from the …
Embracing Nordic Comfort: How Hygge Can Increase Winter Bookings and Revenue At Fiona Drane Marketing, I specialise in helping self-catering property owners attract more guests and enhance their holiday let offerings, especially during the quieter winter. A key strategy to achieve this is to embrace the Nordic concept of hygge, a lifestyle trend that transforms holiday lets into warm, inviting …
Scotland’s stunning landscapes, rich history, and vibrant culture make it a sought-after destination for travellers worldwide. But behind the magic of this thriving tourism industry is a force often overlooked: women. From heritage preservation to modern hospitality, women play a pivotal role in shaping the experiences that draw millions of visitors to Scotland annually. Custodians of History and Heritage Scotland’s …
Scotland’s tourism sector is evolving, driven by shifting consumer preferences, technological advancements, and a renewed emphasis on responsible tourism and individual experiences for visitors. As we start 2025, businesses in Scotland’s tourism industry must adapt to emerging trends to stay competitive and attract a global audience. Here are some key trends shaping Scottish tourism marketing in the coming year: Personalised …
In today’s digital-first world, tourism businesses are competing not only for bookings but also for attention. One of the most effective ways to stand out is by embracing storytelling—a timeless method to captivate audiences and forge emotional connections. Scotland’s rich history, vibrant culture, and dramatic landscapes offer the perfect canvas for authentic storytelling in tourism marketing. Here’s how storytelling can …
“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, …
