What Visitscotland Can Do for You

What VisitScotland can do for you

How we can support and promote your business Contents

00 WHAT CAN VISITSCOTLAND DO FOR YOUR BUSINESS? 04

01 PROMOTE YOUR BUSINESS

Get your free listing on our global website 07 Reach for the stars 10 Taste Our Best 11 Use our Welcome Schemes to appeal to visitors with specific interests 12 Be in the iKnow 13 Advertise in prime locations and publications 14 Engage with our latest campaigns 15 Take part in our promotional activities 16 Promote your business at an event, exhibition or trade show 18 Target the business events market 20 Align with Themed Years 21

02 GET ADVICE AND SUPPORT

Analyse your digital presence in a digital review 23 Check out our practical advice guides and toolkits 24 Attend an industry event in your area 27

03 KNOW YOUR MARKET

Utilise the wealth of research and insights at your fingertips 29

04 CONSIDER FUNDING OPPORTUNITIES

Promote your local area or sector 31 Support an event you are organising 32

05 CELEBRATE YOUR SUCCESSES

Go for a Scottish Thistle Award 35

02 What can VisitScotland do for your business?

VisitScotland is Scotland’s national This booklet gives you an overview tourism organisation. We work closely of the main opportunities available with businesses, public agencies and so you can consider the best options stakeholders to maximise the benefits for your business. of tourism to Scotland’s economy and that includes helping to support and More information is available on all promote your business. of these opportunities on the business support pages of our corporate website We provide products and services visitscotland.org or by speaking directly that can help you reach your to your Industry Relationship Manager. target markets more efficiently and we can provide vital resources to assist you in developing your business.

By working together, we can continue to attract visitors to Scotland and deliver exceptional holiday experiences to visitors, ensuring they feel the true Spirit of Scotland.

04 05 01 PROMOTE YOUR BUSINESS Get your free listing on our global website

Scotland’s national tourism website, We offer FREE listings on the website, visitscotland.com, welcomes over with a number of promotional features 20 million visitors each year. to enable you to showcase your business, increase awareness and drive referrals Relaunched in 2016, the site is optimised directly to you. for mobile devices and all content pages are translated into five major European languages. It provides a truly global platform to promote Scotland and your business to the world.

All our marketing activity — from press to TV adverts — drives potential visitors to visitscotland.com to ensure that businesses across Scotland receive as many referrals as possible from their listing on the site.

01 Promote your business

07 01 PROMOTE YOUR BUSINESS

Features of a business web listing include:

• Referrals from visitors directly to • The option for accommodation you via your contact details, email businesses to link to an address and website link integrated booking engine Business listings on and/or take bookings from our visitscotland.com generated iCentre network across Scotland • Promotion of Quality Assurance 1.4 million visitor referrals awards to provide visitors with reassurance on the standard of • Our partnership with TrustYou which to Scottish businesses. experience they can expect gives accommodation businesses the opportunity to display a score and summary of online feedback, • Images and video content to reflecting genuine reviews from inspire potential visitors and their guests encourage them to find out more about your business Get your free listing at • Access to an online system, visitscotland.org/free-web-listing giving you the flexibility to • Descriptive content to highlight your make changes to your listing unique selling points and attract at any point throughout the year interest from visitors. This can be optimised for search by using key words and phrases

• Practical information such as your facilities, prices and opening hours

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Reach for the stars Taste Our Best

VisitScotland operates a star-graded Participation in the QA scheme starts The Taste Our Best Quality Assurance Quality Assurance (QA) scheme for a from as little as £107 + VAT depending scheme showcases businesses that offer wide variety of tourism businesses. on the sector and size of your business. quality Scottish food and is available to food and drink businesses such as cafes, On joining the QA scheme you will receive For more information on the QA schemes takeaways and restaurants from £50. a visit from one of our highly experienced and how we can work with you go to Quality & Tourism Advisors who will give visitscotland.org/quality-assurance If you participate in one of our other an objective, impartial assessment of QA schemes and also have an eligible what it is like as a customer to stay with food offering, Taste Our Best is you or to visit your attraction. automatically included free-of-charge in your QA assessment. Invaluable feedback and a detailed report will highlight what works well To get the most out of your Taste Our Best and what could be improved to help you award, we offer a toolkit with resources attain the level of quality you desire. and advice to help market your business and this badge of quality to the world. It can help you better understand your strengths and weaknesses and make Three quarters of Taste Our Best informed decisions about investing in participants use the award to promote and developing your business to ensure their business, with 72% receiving it is as economically sustainable, and positive feedback from their customers profitable, as it can be. regarding local sourcing of produce.

QA stars shown alongside online reviews We have been promoting Taste Our Best give your guests a balance of objective to millions, with PR coverage alone and subjective views to assist guests in reaching 3.5 million potential visitors. their decision making. Find out more at visitscotland.org/taste-our-best

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Use our Welcome Schemes to appeal Be in the iKnow to visitors with specific interests

We have developed a range of Welcome Find out more at visitscotland.org/ The VisitScotland Information Partner An online community platform has also Schemes to recognise businesses that welcome-schemes or through your (VIP) programme recognises the been introduced on visitscotland.com cater for specific niche markets. Industry Relationship Manager. wonderful service and information that that provides visitors with an additional many businesses provide their visitors. way of getting the inside track from They help guide visitors with specific If you participate in Quality Assurance people in the know, like you. Get started interests to businesses that pay (QA) our range of Welcome Schemes It is open to Quality Assured businesses and share your stories, travel advice and particular attention to their needs. complement your award and are across the tourism industry as well as top tips at community.visitscotland.com available to you free of charge. community groups, social enterprises For example, a cyclist may look for and transport providers free of charge. Find out more at a business with the ‘Cyclist Welcome The schemes are also available to visitscotland.org/iknow Scheme’ as they offer a lockable businesses that don’t participate The VIP programme is ultimately about space for bike storage. in QA for a small fee. reaching more people with more tailored information so they stay longer, spend We also have an Experiencing Gaelic more and grow the visitor economy and Welcome Scheme which recognises create jobs. the efforts businesses make to promote the Gaelic language and culture. By being part of the programme you will benefit from official iKnow Scotland branding and collateral as well as promotional material and information resources. These include:

• New point of sale material • Internal window sticker • Staff badges • Certificate • Access to toolkit templates • iKnow logo added to your visitscotland.com web listing

12 13 01 PROMOTE YOUR BUSINESS 01 PROMOTE YOUR BUSINESS

Advertise in prime Engage with our locations and publications latest campaigns

VISITSCOTLAND iCENTRES CONSUMER PUBLICATIONS The ‘Spirit of Scotland’ campaign, The campaign helped deliver We offer a variety of advertising You can purchase advertising for your launched in early 2016, saw a new era for 567,000 referrals to businesses from opportunities in our iCentre network business in a number of regional and VisitScotland marketing and captured visitscotland.com, an increase of across Scotland to suit a range of national publications, produced on our the imagination of both visitors and 20% year-on-year, representing £200 business needs and budget. These behalf by contracted third party agencies. tourism businesses. During its first few million of potential visitor income in opportunities, from leaflet racking to Guides are distributed to thousands of months, our online campaign films just five months. poster displays, enable you to promote potential and return visitors to Scotland. received more than 20 million views and your products and services to a receptive #ScotSpirit was used over 150,000 times Working with businesses in Scotland audience looking for inspiration on A variety of advertising and on Twitter. Capitalise on this by using within our campaigns is a priority for where to go and what to see and do. entry options are available in the #ScotSpirit across your social media. us. Our Spirit of Scotland industry different guides, from full page adverts eBook gives you information on what Details and pricing options for to small listings. More information is DISCOVER THE we are doing and how we can work advertising in one of our iCentres available at SPIRIT OF together. It includes: are available on visitscotland.org/consumer-publications DISCOVER THE visitscotland.org/icentre-advertising SPIRITSCOTLAND. OF • Hints and tips on how to engage Visit products.visitscotland.org for with our campaign online more promotional opportunities. SCOTLAND. • Our marketing strategy Don’t forget, your locally based Industry Relationship Manager can also advise on • When and where our activity relevant advertising opportunities is happening for your business. • Tips to help with your own business marketing activity

The industry eBook is a toolkit to harness all our efforts and boost business to Scotland in a new era of collaboration. Share your experience using #ScotSpirit Find out more at visitscotland.org/ spirit-of-scotland Share your experience using #ScotSpirit

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Take part in our promotional activities

Eighteen months of We work year-round to target people work by the VisitScotland with an interest in Scotland through prize draws and we encourage team produced a makeover international trade and journalists of Germany’s biggest to promote Scotland by arranging travel magazine, Merian. press trips. The 2016 summer edition You can register interest in providing featured 138 fantastic pages these complimentary stays, visits bringing Scotland to life and and activities alongside many other businesses. directly into the homes of thousands of prospective This gives you the opportunity to German visitors. show off your business to key travel trade personnel and journalists. It may also result in additional exposure if the activity goes on to feature in our consumer campaigns or high-profile external publications.

By completing our online form on visitscotland.org/consumerpromotions you will be inviting VisitScotland to consider working with you when these opportunities arise. Alternatively, speak to your Industry Relationship Manager. Businesses which have participated in these offers benefited from mentions in publications like the New York Post and The Guardian.

16 17 01 PROMOTE YOUR BUSINESS

Promote your business at an event, exhibition or trade show

Joining VisitScotland at an event, Golf Travel Market and workshops VISITSCOTLAND EXPO exhibition or business development arranged by organisations like VisitScotland expo is Scotland’s annual mission is a cost-effective way of UK Inbound. business-to-business travel trade event. reaching the people that you are It offers the perfect opportunity for targeting – visitors, specific markets or If the travel trade is a key market focus Scottish-based businesses to showcase some of our major travel trade contacts. for your business then you might want their products and services to potential to consider taking a free listing on our buyers from the UK and around the globe. dedicated Travel Trade website TRAVEL TRADE visitscotlandtraveltrade.com The event gives businesses the Travel trade intermediaries are tour opportunity to meet and network operators and travel agents (the We often work closely with partners such with buyers in both formal and middle-men) who package and sell as VisitBritain at these events but there informal surroundings. holidays to consumers. We provide are also opportunities for individual them with the information and tools businesses to get involved. There is a dedicated expo website which © Chris Watt they need to create packages and provides up-to-date information on encourage visitors to choose It is crucial that Scotland showcases Scotland’s flagship travel trade show at Scotland as a destination to visit. a range of products at these events, visitscotlandexpo.com so we need to work with businesses We work to identify the main travel to help build the Scotland proposition, trade intermediaries in our key markets which gives you the chance to and look at which opportunities are promote your own products and most effective for you to meet with, services to an international market and inspire, these audiences. at an affordable cost.

We also manage and support A full list of events and opportunities Scotland’s presence at a number of is available on UK and international trade shows and visitscotland.org/events-exhibitions workshops. These include events such as World Travel Market, the International © Chris Watt © Chris Watt

18 19 01 PROMOTE YOUR BUSINESS 01 PROMOTE YOUR BUSINESS

Target the Align with business events market Themed Years

The VisitScotland Business Events team connecting Scottish buyers with Themed Years bring together Scotland’s encourages business meetings, incentive conference and meeting planners public and private sectors across tourism groups, conferences and exhibitions to and celebrate the best of Scotland and come to Scotland from the rest of the • A dedicated website for business its people. UK and key international markets. events: conventionscotland.com By connecting with the theme you We work in partnership with the city • Impartial advice to buyers on venues can ride on the back of our high-profile convention bureaux of Edinburgh, and services throughout Scotland marketing and ensure your business Glasgow, Dundee and Aberdeen, as well benefits from some of the coverage as venues, hotels, and academic centres • A national ambassador it generates. Additionally, we provide of excellence to attract events related to programme to grow business you with useful free marketing tools Scotland’s key industry sectors. to Scotland from Associations in our Themed Year toolkits to help Themed Years for the years 2017 - 2018 you do just that. Business events are important to If you want to target the business 2017 Year of History, Heritage and Scotland as they currently represent 20% events and incentive travel markets Toolkits include relevant Archaeology of all tourism expenditure in Scotland then you can ask for a free listing on marketing resources to help tourism 2018 Year of Young People and delegates typically spend more than conventionscotland.com — or speak businesses, event organisers and leisure visitors. The meetings industry is to the Business Events team about tourism professionals promote Businesses may also be able to apply also less seasonal, bringing business out other opportunities that may themselves to visitors who have an for funding support for events in each with peak periods – and events can be be available to you. interest in the Themed Years. This of Scotland’s Themed Years via booked years in advance, guaranteeing includes logos, messaging, imagery eventscotland.org business on the books. We promote Businesses working closely with and promotional tips. the country as a flexible and exciting Business Events include conference destination for these events through centres, hotels, unique venues and Find out more at platforms including: suppliers to the conference market visitscotland.org/toolkits including transport, entertainment, • International trade shows, regional audio visual (AV) and caterers. showcases, workshops, sales missions and familiarisation trips,

20 21 02 GET ADVICE AND SUPPORT

Analyse your digital presence in a digital review

The digital world is constantly evolving, • Review the management of your with more and more visitors accessing business’s online reputation information online than ever before. • Ensure that your business can be Our marketing strategy has digital at found easily online and offer advice its core and businesses need to adopt on how to attract new customers this approach as well — we can help you do this. • Assess and advise on how to improve your social media activity We recognise that it can be a challenge to keep up with all the digital developments so we offer Quality Assured businesses HOW DO I SIGN UP? support to maximise their online To qualify for a digital review, your presence through a free digital review. business must:

• Be Quality Assured WHAT’S INVOLVED? The review can be done remotely • Have analytics in place and be and will: willing to share this with us for an in-depth review • Check that your website is delivering its objectives and is optimised for the • Be committed to implement the changing needs of visitors online recommendations agreed

• Look at whether you are making To take up this offer please get in 02 the most of your free web listing on touch with your local Industry visitscotland.com and your Quality Relationship Manager. Get advice Assurance promotional materials and support

23 02 GET ADVICE AND SUPPORT

Check out our practical advice guides and toolkits

We offer advice and support to help your hints and tips to help you capitalise on business be the best it can be. We can the business opportunities presented help you reach your target market more by these themes or campaigns. efficiently and provide vital resources to help you grow your business and We also offer your business a range maximise profits. of practical online AdviceLink guides covering different topics, from how to Our dedicated toolkits can help your work with the media to accessible business capitalise on key opportunities tourism and sustainability. and campaigns, for instance, the Themed Years and VisitScotland campaigns like Go to visitscotland.org/advicelink the ‘Spirit of Scotland’.

Toolkits include resources such as logos, image banks, promotional wording and

24 25 02 GET ADVICE AND SUPPORT 02 GET ADVICE AND SUPPORT

Attend an industry event in your area

Check out the Sharing the Spirit of Check out our ‘Easy does it’ and ‘Better We manage a programme of industry If you are hosting an event or Scotland eBook for useful links and Business’ AdviceLink guides, as well as events for tourism businesses across training workshop that targets a tips to help you engage with our global an accessible online training tool and Scotland, many of which are delivered business audience, you can add campaign and enhance your own event organiser’s guide at in partnership with destination it to this calendar for free. business marketing activity at visitscotland.org/accessible-tourism and organisations and industry groups. visitscotland.org/spirit-of-scotland visitscotland.org/sustainable-tourism Should you require Gaelic translation At these events, we cover topics that at our events, please let us know upon Being sustainable will help reduce your Event organisers can also access industry can help you: registration. If we have adequate demand costs and can increase your profit margin best practice information and business of 20% or more then we will ensure a while providing great service and having support on topics such as health Gaelic translator is there on the day. • Grow your business a positive impact on the environment and safety, event management and and community. measuring success at eventscotland.org • Improve your online presence • Find out how VisitScotland is The UK Accessible Tourism market is Join the conversation on Twitter benefiting your local economy valued at £1.3 billion. By making a few @VisitScotNews and LinkedIn simple changes to your business you can linkedin.com/company/visitscotland • Get inspiration and ideas on benefit from better return on investment, and keep up to date on all things tourism new ways of working higher occupancy rates and a loyal and related by signing up to our eUpdate • Network and connect with returning customer base. newsletter visitscotland.org/eUpdate like-minded businesses

Stay up to date with events in your area or national events relevant to your business by keeping an eye on our industry events calendar on visitscotland.org/industry-events

26 27 03 KNOW YOUR MARKET

Utilise the wealth of research and insights at your fingertips

In today’s rapidly changing world, If you are thinking of targeting a having an informed outlook is vital. new market or possibly thinking of Businesses in the tourism and branching into a new part of the hospitality sectors are increasingly tourism sector then this is a great sensitive to consumer trends and place to start your research. economic conditions so it’s important For more information on the latest that you know what’s on the horizon. tourism research and insights go to visitscotland.org/ VisitScotland’s Insight team combines research-and-statistics consumer perspectives with industry knowledge to allow Scottish tourism The Moffat Centre at Glasgow Caledonian to meet the challenges of today’s University conducts the Scottish marketplace. Businesses can benefit Accommodation Occupancy Survey on from this research as it informs you of: behalf of VisitScotland. The Survey is one of the most up-to-date and detailed • Developing trends in the sources of information for monitoring tourism sector the performance of the tourism industry in Scotland. See how you can take part at • Current industry performance visitscotland.org/SAOS • Visitors’ attitudes and experience of Scotland • Characteristics of domestic and international visitors 03 Know your market

28 29 04 CONSIDER FUNDING OPPORTUNITIES

Promote your local area or sector

The VisitScotland Growth Fund supports innovation and inclusive growth. collaborative tourism marketing Through direct grants the Growth Fund projects that focus on growth in the helps businesses to build their digital tourism sector and ensure that visitors capability, market and measure outputs experience the true Spirit of Scotland. and success more effectively.

The fund supports groups to leverage Working in partnership means that we additional marketing investment and no longer market Scotland for Scotland; stimulates collaboration across the we market Scotland with Scotland. industry and with VisitScotland. The Growth Fund encourages alignment For more information, case studies to the national industry tourism and to apply, visit 2020 strategy. visitscotland.org/growth-fund

The fund also presents applicants with the opportunity to support the four pillars set out in Scotland’s Economic Strategy: internationalisation, investment,

04 Consider funding opportunities

30 31 04 CONSIDER FUNDING OPPORTUNITIES

Support an event you are organising

EventScotland — a team support through the National within VisitScotland’s Events Events Programme and that, Directorate — delivers a number of as such, events take place outwith funding programmes to support and Glasgow and Edinburgh develop events across Scotland. • Scotland’s Winter Festivals — Eligible events range in scale and supports events which celebrate audience depending on the programme Scotland’s three national days; but all events must support our overall St Andrew’s Day, Hogmanay and mission to grow Scotland’s visitor Burns Night economy and our national events strategy Scotland the Perfect Stage. • Scottish Clan Fund — legally-constituted Clans and EVENT PROGRAMMES INCLUDE: Clan Societies can apply for support • International Events Programme for individual events, additional — supports events that generate elements or new activity designed substantial economic benefit to grow Clan events outwith and high-profile international Glasgow and Edinburgh media coverage If you are an event organiser and • National Events Programme — would like further information on supports events outwith Glasgow the specific programmes please visit and Edinburgh and promotes eventscotland.org/funding domestic tourism

• Beacon Events Programme — it is expected that applicants for funding through this programme will have previously received

Go for a Scottish Thistle Award

The Scottish Thistle Awards celebrate position Scotland as the perfect place tourism businesses or suppliers across to visit and to do business. the country who have gone the extra mile to offer an outstanding visitor experience. The Thistles encourage professionalism and promote the quality service and The Thistles are the only national awards products that reflect all that is great scheme to recognise all elements of about the Scottish tourism industry. tourism and are designed to discover and celebrate excellence and innovation Find out more at by the Scottish tourism industry for scottishthistleawards.co.uk our visitors.

They are free to enter and regarded as the Scottish tourism ‘Oscars’ with 15 categories across five regional programmes. Winners from each regional final progress to the glittering finale at the National Final during Scottish Tourism Week.

Tourism is the heartbeat of the Scottish economy and all those nominated are industry-leading ambassadors who help 05 Celebrate your successes

Follow our corporate Twitter feed @VisitScotNews

Connect with us on VisitScotland has taken all reasonable steps to confirm the information LinkedIn at contained in this publication is correct. However, VisitScotland does not warrant or assume any legal liability for the accuracy of any information linkedin.com/company/visitscotland disclosed and accepts no responsibility for any errors or omissions.