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Welcome to the industry newsletter section of our website.

All current editions of the VisitScotland Industry Newsletter - eUpdate - can be accessed on this page . You can also click on a specific news topic to browse through articles we have published in the past. If you are not receiving our newsletter directly into your mailbox please subscribe now.

We'll make sure we keep you up to date with what's happening in Scottish tourism.

Mini eUpdate: Spirit of Scotland special


We are delighted to see that the ‘Spirit of Scotland’ campaign has captured the imagination. More than 20 million people have viewed our online campaign films and there have been 133,000 uses of #ScotSpirit on Twitter.
Critically, however, the campaign has helped deliver 576,000 business referrals to industry from since launch. That’s up 20% year-on-year, representing £200 million of potential visitor income in just five months.
This is just the start and we need your help to build on the early momentum in the second phase of the campaign.  Today sees the official launch of two new initiatives: the VisitScotland Online Community and the VisitScotland Information Partner programme.

We are moving from visitor information to visitor inspiration, by marketing Scotland with Scotland. We want to galvanise a nation behind this initiative, building on the spirit, pride and passion people have for this country to reach more potential visitors globally.

This is ultimately about reaching more visitors and putting them in direct touch with local people. The closer visitors get to those ‘in the know’, the more likely they are to visit and spend more in the area.

We hope you will join us by sharing your stories. Enjoy this mini-eUpdate.
Kind regards
Malcolm Roughead, OBE
Chief Executive, VisitScotland

Regional eUpdate for June 2016 and beyond

Promoting our food and drink truly is a recipe for success with two out of three visitors to Scotland stating that quality of food is an important factor when deciding where to go on holiday. 

Though it may seem like a long time ago, the Year of Food and Drink 2015 was a phenomenal success.  It helped to raise the profile of Scotland’s outstanding natural larder on the world stage and resulted in a visitor spend of almost £1 billion on food and drink, the highest ever recorded.

The Year may be at an end, but food and drink remains an important focus in attracting visitors to Scotland now and in the future.

Finally, in April, we welcomed our new Chairman John Thurso to VisitScotland.  We also have some new members on the VisitScotland Board itself and thought it would be useful to introduce them all to you.  Please take a look at this month’s top story for a short video to hear from our Board and learn a little about their background and why they’re excited to be working in Scottish tourism.

Enjoy this month’s eUpdate.
Kind regards
Malcolm Roughead, OBE
Chief Executive, VisitScotland