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  • How do social media platforms impact holiday planning?
  • How do social media platforms impact holiday planning?
    Rene Passet, Creative Commons (2017) ©
CASE STUDY

VisitScotland: travel inspo for digital natives

With 60% of Gen Y travellers saying they’ve chosen to visit a destination because of Instagram, VisitScotland is refocusing its efforts with a digital emphasis to attract this cohort. How is its canny use of social media tapping into a younger generation’s desire for immersive, unique experiences?

Location United Kingdom

Scope
In October 2017, VisitScotland announced that it would close two-thirds of its visitor centres over two years, having seen a 58% drop in footfall over the previous decade. At the same time, however, the organisation said it would invest £10 million into digital information channels. [1][2] While this might sound like a perilous move, VisitScotland boasts one of the largest social media followings of any European tourism body – with over 1.1 million Facebook likes and 398,000 Instagram followers – and it’s hoping to use this influence to inspire Gen Yers ...

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