Bringing Scotland to life

To ensure Scotland remains one of the top holiday choices after a rapid rise of destinations worldwide, VisitScotland has launched a mission to plant a Scot in every location to share what makes Scotland so special.

Recent findings show in the last 12 years, 254 new destinations have appeared leading to significant competition for Scotland’s £5.2 billion tourism industry*.

VisitScotland has introduced a new global community to allow Scots, and those who love Scotland, to bring the country to life through their stories. Entitled iKnow Scotland, the new online and face to face community will see VisitScotland partnering with both public and private sectors to give businesses and visitors the tools to enable them to share the Spirit of Scotland with others. 

Online inspiration

Online Community on an active, owned forum where consumers and local businesses can tell their own stories, show pictures, inspire others and provide advice.

• Live Web Chat function to allow visitors to ask questions and get answers online in real time (during business hours).

Trip Planner: A practical trip planning tool to help visitors to plan their break by creating, saving and sharing their own travel itineraries.  Look out for the 'loveheart' icon across our content pages and listings.

Physical inspiration

Introduction of iKnow Scotland VisitScotland Information Partner (VIP) Programme working with attractions and accommodation providers to deliver information and advice to visitors. We have 125 tourism businesses signed up to the VIP programme already, including visitor attractions operated by National Trust for Scotland and Historic Environment Scotland.

• Outreach - a fleet of Coo campervans and VisitScotland staff are travelling around Scotland throughout the summer providing inspiration and information at some of the country’s biggest and best events, visitor attractions and tourism hotspots.

Re-naming of VisitScotland Information Centres as iCentres and iHubs nationwide.

The new initiative is part of the Spirit of Scotland campaign, launched in February 2016 and is backed by an intensive marketing campaign including radio, TV, print and digital advertising as well as a special short film featuring an Amy Macdonald soundtrack to inspire Scots and those who love Scotland to be part of the community. Take a look the video now.

This is a rallying call to Scots and all those who love Scotland globally – we need you to help us spread the word! Read more information on how to get involved.


The initiative was launched on Thursday 7 July using one of the greatest stories conceived in Scotland – Harry Potter - featuring a book sculpture of the Glenfinnan Viaduct or ‘Harry Potter Bridge’ to show how easy it is to bring Scotland to life through the written word.

Six year olds Harrison Welsh and Lacey Heggie from Glasgow were dressed as Harry Potter and Hermione Granger to be photographed with this exclusive book sculpture of the Glenfinnan Viaduct or ‘Harry Potter Bridge’ to illustrate the importance of storytelling in creating communities and inspiring visitors. Book sculpture creator.

* [74 destinations in 2003] x [12 intervening years from 2003 to 2015] = 254 destinations. The prediction of the ICAO of 15 new destinations a year is in alignment with the growth figures of RyanAir.

Categories: Headline (Max 4)


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