PHOTO: Edinburgh is one of Scotland's most visited destinations. (photo via Flickr/Craig Cormack)
VisitScotland is partnering with TripAdvisor in order to give tourism a boost — not that it needs the bump, however. Scotland has wide appeal, especially for North American travelers, and tourism dollars have been on the rise. However, according to a report on the BBC, the country wants to ensure its tourism future and TripAdvisor will play a part in that role.
"Our tourism industry has always been strong — spending by North American visitors leapt by almost 28 percent to £633 million in the last year alone, Nicola Sturgeon, First Minister of Scotland told the BBC. "However, it's crucial that we ensure Scotland's appeal reaches as wide an audience as possible.”
The multi-year deal follows a pilot program that was launched last year between VisitScotland and TripAdivsor.
Scotland plans to launch its first global brand campaign — the Spirit of Scotland — and invest in new technologies. With TripAdvisor, it will coordinate a joint marketing campaign in the UK.
MORE Destination & Tourism
At the same time, VisitScotland and TripAdvisor will continue to experiment with new technology platforms to grow and develop the relationship. TripAdvisor will also assist in VisitScotland’s development of its social platform.
“This collaboration will ensure that millions more people will understand Scotland’s appeal, and boost Scotland’s tourism industry for years to come,” said Sturgeon.
READ MORE: Six Must-See Spots In Scotland
Learning is definitely at the forefront of the new partnership and will continue to play a major role between VisitScotland and TripAdvisor.
“TripAdvisor is the biggest tourism website in the world based on tourists' real experiences. This partnership will give us the chance to learn from those at the forefront of innovation while inspiring millions of potential new visitors. This collaboration will help us put Scotland’s regions, cities and unique experiences on the world stage and to grow our tourism industry for future generations,” said Charlie Smith, director of marketing and digital at VisitScotland.