Case Study: Guernsey – Exploring a Visitor Levy Client: Guernsey Hospitality Association

The Challenge Guernsey’s visitor economy is vital for jobs, hospitality, transport and community pride. However, visitor numbers had been falling since 2019. With no independent tourism body, the island faced a funding gap for marketing, events and product development. Meanwhile, destinations across Europe, the UK, and beyond were successfully introducing visitor levies to reinvest in their tourism offerings. The question …

Salt, Lochs, and Stillness: My Scottish Swimming Story

One Woman. 500 Wild Swims. A Love Letter to Scotland. “Natural water has always held the magical power to cure.” Roger Deakin It began, as all the best adventures do, with a bold declaration. Standing on Bosta Beach in Lewis 2022, zipped into a wetsuit and shivering slightly with nerves and excitement, I said aloud: “This is going to change …

Summer is Full On – But Your Marketing Doesn’t Have to Be

Quick Wins: Marketing Communications When You’re Short on Time Intro In tourism and community-led projects, time is often your most limited resource. You might be managing guests, volunteers, or your to-do list, and squeezing in marketing can feel impossible. But keeping visible doesn’t have to mean long hours at your desk. Here are some quick and practical marketing communications tasks …

When the Sun Has Got Its Hat On…

It’s Time to Think About Autumn It’s easy to get caught up in the joy of summer — and I’ll admit, there’s nothing better than swimming in the warmer waters at Lindean Loch or in the sea , watching the sunlight dance across the surface. But as any seasoned tourism business knows, while we’re enjoying the sunshine, we also need to …

7 Quick Marketing Tasks for Busy Tourism Businesses

From Rose-Tinted Glasses to Real Impact: Why I Believe in Community Tourism

Celebrating Three Years of SCOTO and a Better Way to Experience Scotland Why Community-Led Tourism Is the Future of Scottish Tourism Today, on SCOTO’s Community Tourism Awareness Day, I want to share why I believe community-led tourism is essential for Scottish tourism today and a beacon of hope for its future. My Community Tourism Journey: Three Key Moments Three moments …

How UK Self-Caterers Can Embrace Nordic Hygge to Boost Bookings and Profits

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 …

Women: The Bedrock of Scottish Tourism

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 …

Merging Trends in Scottish Tourism Marketing for 2025

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 …

Winter Wonders on Islay: Whisky, Beaches, and December’s Enchanting Light

Winter might not be the first season that comes to mind for a Scottish island escape. However, Islay offers a charm all its own during the colder months. Known as the “Queen of the Hebrides,” Islay blends breathtaking coastal beauty with a rich whisky heritage, warm hospitality, and delightful local businesses, making it a must-visit destination in winter. Andy, my …

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