A pioneering tourism project by VisitScotland is being extended into Dumfries & Galloway to meet the increasing changes in the ways visitors seek information. As digital channels and the widespread use of mobile devices have transformed the way visitors source information and make bookings, the national tourism organisation has taken innovative steps to create a more consumer-orientated approach.
The new strategy, will address a 58% drop in footfall to VisitScotland Information Centres across the region from 7 million visitors in 2005 with two out of three visitors now accessing information online. This dynamic approach is being introduced to ensure customer demands are met with an increase in the number of channels providing content on places to visit and stay. These steps will be supported by 26 manned centres in key high-profile locations across the country operating as regional ‘travel hubs’ and benefitting from greater investment and a wider geographical remit.
For Dumfries & Galloway, Dumfries will now be the hub for the region, with iCentres in Kirkcudbright, Stranraer and Gretna ceasing trading from 17 February 2019. Dumfries iCentre will be supported by over 131 VisitScotland Information Partners (VIPs), including a wide range of accommodation establishments, encompassing hotels, bed & breakfasts, self-catering & camping sites. Many visitor attractions spread across the region are partners including Cream o’ Galloway visitor centre at Gatehouse of Fleet, Logan Botanic Garden and The CatStrand Gallery in New Galloway, providing inspirational local knowledge to the 672,000 people that visit Dumfries & Galloway every year.
This new approach will allow the national tourism organisation to reflect changing visitor demands and deliver more personalised information through a diverse range of channels so people stay longer, spend more and help to grow the economy.
In addition, around £10 million is being invested in digital activity by VisitScotland as well as creating enhanced information services for visitors including investment in the 26 high impact regional hubs. These travel hubs will provide a cutting-edge experience and information about attractions and accommodation to not only the immediate locale, but the wider region as a whole.
Malcolm Roughead, Chief Executive of VisitScotland said:
“The way visitors access information has changed significantly and we need to reflect this by switching investment to new initiatives in order to reach more people with personalised information so they stay longer, spend more and grow the visitor economy.
“The new two–year strategy (2017 – 2019) will see a significant increase in the number of channels providing content on places to visit and stay, with a mix of industry partners, Coo Vans and digital products sitting alongside 26 key iCentres in high impact locations.”
From an industry perspective, VisitScotland has set up innovative partnerships with organisations such as Arnold Clark, Forestry Commission, Historic Environment Scotland, Scottish Canals and local Destination Organisations to ensure there is information available at every stage of the visitor journey.
In the last 12 months, the redesigned visitscotland.com has delivered 2.2 million referrals worth a potential £825 million to businesses (+42% year on year – over the last 12 months to end of June ’18). The VisitScotland online iKnow community currently has over 7,300 users and over 10,000 trips have been created using the website’s trip planner tool. Other digital outreach includes innovative partnerships with TripAdvisor, Booking.com and Digital Tourism Scotland.
VisitScotland staff have also been significantly mobilised over the past 18 months enabling knowledgeable advisors to deliver face to face information to every corner of Scotland at events and attractions. A fleet of Coo Vans hit the road each summer on a mission to inform the masses and in addition VisitScotland delivers outreach at major events with pop up information hubs. In the area, the Coo Vans have visited Logan Botanic Gardens and Threave with visits to Cream o’ Galloway, Laggan Outdoor and Drumlanrig Castle coming up.
