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 …
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, …
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 …
Aria
Community Tourism Research
ARIA—Ayrshire Rural and Islands Ambition Fund, which administers Community Local Development funding—commissioned SCOTO ( Scottish Community Tourism) in Autumn 2023 to undertake focused work on community-led tourism across the region. SCOTO defines a clear definition of community-led tourism as “a visitor-facing service, facility, or experience delivered by the local community via a social or other enterprise model that is not …
Business Plan, Feasibility Study, Marketing Plan
Collaborative Expertise: Driving Success in Tourism Projects In our professional lives, we each bring unique skills to the table. As a tourism marketing consultant, one of the most rewarding aspects of my role is working collaboratively with other experts to deliver a comprehensive range of services to clients. Collaboration with architects and planners, accountants, lawyers, and fellow tourism consultants ensures …
Gunsgreen House Trust
Digital Marketing
Revitalising Gunsgreen House: A Case Study in Tourism Marketing and Sustainability In 2019, I was appointed as a Trustee of Gunsgreen House in Eyemouth due to my expertise as a tourism marketing consultant. Gunsgreen House, an 18th-century merchant’s house designed by John Adam for the notorious smuggler John Nisbet, overlooks Eyemouth Harbour and is a cornerstone of the area’s tourism …
