VIS­ITSCOT­LAND — DLP WEBINAR

DOMEST­IC MARKET

28 April 2020

TODAY

• Pre COV­ID-19
• COV­ID-19 and post-COVID
  • Vis­itScot­land response and our phased approach
  • Mar­ket­ing update and mar­ket intelligence
  • Activ­ity sup­port­ing businesses
• Stayc­a­tion market
  • Import­ance of domest­ic & Scot­land market
  • UK audi­ence seg­ments and fam­il­ies market
  • Chan­ging con­sumer and media beha­viour as res­ult of Covid-19
  • Con­tinu­ation of storytelling
• Wrap-up

PRE-COV­ID-19

SCOT­LAND SNOW

¹⁹⁄₂₀ ON TRACK FOR BUMP­ER YEAR

• Fore­cast for strong growth in vis­it­or num­bers for 2019 and begin­ning of 2020
• Show­ing strong growth to Scot­land +17% in overnight trips and +16% in expendit­ure (GBTS, 2019 vs 2018)
• Grow­ing interest in Scot­land from travel trade, with a num­ber of new products in programmes
• Bump­er Expo attend­ance fore­cast with more exhib­it­ors and highest buy­er num­bers for an Aber­deen show
• New and innov­at­ive cam­paign activ­ity with stronger part­ner­ships, extend­ing reach & value
  • South of Scot­land C4 & Expe­dia part­ner­ship in UK – paused 17 March (will be re-activated)
  • Con­tex­tu­al Advertising
  • Innov­at­ive partnerships
  • Dir­ect Access co-oper­at­ive campaigns
  • Year 2020 Coast & Waters activ­ity with Nation­al Geographic

COV­ID-19 &

POST-COV­ID

SCOT­LAND SNOW

HOW VIS­ITSCOT­LAND RESPONDED

PRE UK LOCKDOWN

Early Feb

China activ­ity paused Feb End Feb ITB Ber­lin can­celled March

Early-Mid March

• Europe activ­ity paused
• Vis­itScot­land Expo can­celled early March

| April Mid March

• New Coronavir­us advice page cre­ated on vis​itscot​land​.org with daily updates
• US Scot­land Week activ­ity can­celled and all media activ­ity paused
• UK activ­ity paused

Scot­land Alba Sup­port­ing your busi­ness Research and insights Events News About us Q We’re closely mon­it­or­ing the Coronavir­us (COV­ID-19) situ­ation as it devel­ops. We recog­nise this is a very chal­len­ging time for the Industry as a whole and for you as Indi­vidu­als. For the latest inform­a­tion and advice for tourtsum busi­nesses view our Coronavir­us advice page. Vis­it advice page CORONAVIR­US (COV­ID-19) SUP­PORT AND INFORM­A­TION Home > Sup­port­ing your busi­ness Advice Coronavir­us advice Share

HOW VIS­ITSCOT­LAND RESPONDED

RECOV­ERY PHASES IN LINE WITH SG

RESPOND

ALL NON ESSEN­TIAL TRAVEL PRO­HIB­ITED RESET RESTART

SOME EAS­ING RECOV­ERY DOMEST­IC MOVE­MENT INTER­NA­TION­AL MOVE­MENT Object­ive: Object­ive: Object­ive: Object­ive: Object­ive: Keep your­self and Scot­land safe Keep Scot­land top of mind, build advocacy & trust Recon­nect­ing Scots with Scot­land Increase demand for short notice Scot­land hol­i­days Increase demand for 2021 Scot­land hol­i­days Mes­saging: Dream now, travel later Mes­saging: ​‘Only in Scot­land’ Dream now, travel later Mes­saging: ​‘Only in Scot­land’ Scot­land: Day trips UK: Start plan­ning trip Intl: Inspir­a­tion Mes­saging: ​‘Only in Scot­land’ UK: Book your trip Intl: Start plan­ning your Scot­land trip Mes­saging: ​‘Only in Scot­land’ Book your trip to Scot­land Mar­ket pri­or­it­isa­tion Activ­ity: Activ­ity: Activ­ity: Activ­ity: Activity:

• All paid and social activ­ity paused
• Absence video / social
• Domest­ic day trip inspiration
• UK & Intl inspiration
• Vir­tu­al inter­me­di­ary work­shops / webinars
• Vir­tu­al inter­me­di­ary work­shops / webinars
• Mes­sages of sup­port to intermediaries
• Arm­chair travel – vir­tu­al tours on Vis​itScot​land​.com
• Industry sup­port priority
• Activ­ity to engage / inspire
• Inter­me­di­ary des­tin­a­tion train­ing & con­tent sharing
• Des­tin­a­tion train­ing events
• PR inspir­a­tion
• PR inspir­a­tion
• Media fam trips / PR new pages on Vis​itScot​land​.org
• Intel­li­gence gathering
• Video dis­tri­bu­tion via
• Video dis­tri­bu­tion via You­Tube (UK/EU)
• Video dis­tri­bu­tion (YT)
• Vis​itScot​land​.org exten­ded You­Tube (UK)
• Cam­paign activity
• Market/​audience insight webinars for industry
• UK cam­paign
• Con­tent partnerships
• Con­tent partnerships

RESPOND RESET

HOW VIS­ITSCOT­LAND RESPONDED

NON ESSEN­TIAL TRAVEL PRO­HIB­ITED — UK LOCKDOWN

• Email sent to all con­sumers and key buy­er con­tacts, ​‘no travel’ mes­saging SCOT­LAND | ALBA View online
• Social posts paused due to chal­lenge of people still trav­el­ling to rur­al areas
• New ​‘Absence makes the heart grow fonder’ video created
• New weekly Mar­ket Intel­li­gence report, includ­ing avi­ation updates
• Coronavir­us response sec­tion on vis​itscot​land​.org extens­ively exten­ded to include:
• Industry sup­port, includ­ing fin­an­cial TO OUR FRIENDS ACROSS THE WATER We appre­ci­ate how much you love Scot­land and the trust you place in us as a source of Scot­land inspir­a­tion. In these unpre­ced­en­ted times, hol­i­days are not for now. You must stay safe at home and not travel to or around Scot­land. You can find more inform­a­tion on our web­site While you might not be able to come in per­son, we hope to bring you a touch of light relief and inspir­a­tion in these uncer­tain days and will con­tin­ue to send you great stor­ies about Scot­land from time to time our way of keep­ing you smil­ing through these dif­fi­cult months
• OTA sup­port
• Gov­ern­ment advice
• Men­tal Health and Wellbeing
• Mar­ket­ing respond information
• Inspir­a­tion­al ​‘Stay at home’ con­tent cur­ated on vis​itscot​land​.com

RESPOND RESET

HOW VIS­ITSCOT­LAND RESPONDED

NON ESSEN­TIAL TRAVEL PRO­HIB­ITED — UK LOCKDOWN

• Mar­ket­ing ​‘respond’ inform­a­tion Cur­rent mar­ket­ing activ­ity Intel­li­gence gathering

Know­ledge is vital to mak­ing informed decisions, and ensur­ing we’re in the best pos­i­tion to recov­er quickly when the time is right. Teams across Vis­itScot­land have access to dif­fer­ent sources of inform­a­tion, includ­ing macro trends and hori­zon scan­ning reports; net­works of NTOs and DMOs; papers and insights from our in-mar­ket agen­cies and con­tacts; dir­ect rela­tion­ships with inmar­ket inter­me­di­ar­ies such as tour oper­at­ors, agents and OTAs; plus data and insights from our owned chan­nels includ­ing search trends, web­site vis­its and social mon­it­or­ing. We are cur­at­ing all this inform­a­tion for you on a weekly basis, see the latest report on the mon­it­or­ing the impact of COV­ID-19 page. Rela­tion­ship marketing

In Rela­tion­ship Mar­ket­ing, it’s import­ant to genu­inely con­nect with people and present an authen­t­ic pic­ture of Scot­land and nev­er more so than in these uncer­tain times. To get pri­or­it­ies right we need to listen con­stantly, keep­ing com­mu­nic­a­tion and con­tent under review, with dream now, travel later mes­saging. Con­tent activity

People are con­sum­ing more con­tent than ever, with more time at home brows­ing the inter­net for news, cur­rent trends, and inspir­a­tion­al stor­ies. The Con­tent Team, in col­lab­or­a­tion with teams across Vis­itScot­land, has been work­ing to devel­op suit­able con­tent ideas to sup­port your busi­ness and to inspire future vis­it­ors. Rela­tion­ship mar­ket­ing activ­ity — April 2020 Pub­lished: April 2020 Down­load (387Kb) Con­tent mar­ket­ing activ­ity April 2020 Pub­lished: April 2020 Down­load (361Kb)

Social activ­ity

We are con­tinu­ing to con­nect with our fol­low­ers and fans around the world dur­ing this time, shar­ing Scot­land vir­tu­ally while encour­aging people to stay safe and stay home. Our con­tact strategy will evolve as travel restric­tions are eased, to reflect the phase of plan­ning and activ­ity we are in. PR activity

The PR team have been work­ing across mar­kets to pitch stor­ies to media con­tacts, many of whom are still hungry for appro­pri­ate con­tent. We are also gath­er­ing media insights across all key mar­kets to best inform recov­ery approach. The PR team’s close media rela­tion­ships have been invalu­able for these activ­it­ies. Inter­me­di­ary activity

Our inter­me­di­ary mar­ket­ing activ­ity includes des­tin­a­tion inspir­a­tion and train­ing, product devel­op­ment and intel­li­gence gath­er­ing. Work­ing with our key accounts across tour oper­at­ors, travel agents, des­tin­a­tion man­age­ment com­pan­ies and online travel agents in our key mar­kets, the teams are keep­ing in close con­tact dur­ing the cur­rent situ­ation, to help people get ready to sell Scot­land again as soon as pos­sible. Social media activ­ity — April 2020 Pub­lished: April 2020 Down­load (609Kb) PR activ­ity April 2020 Pub­lished: April 2020 Down­load (305Kb) Inter­me­di­ary activ­ity April 2020 Pub­lished: April 2020 Down­load (408Kb)

VIS­ITSCOT­LAND CONTENT

DIS­COV­ER SCOT­LAND FROM HOME

SCOT­LAND FROM ABOVE

Watch amaz­ing aer­i­al foot­age of icon­ic spots. WEB­CAMS AROUND SCOTLAND

Lovely land­scapes and won­der­ful wildife — watch now! SAIL SCOT­LAND IN 360°

Sail the west coast of Scot­land (without leav­ing the house).

LET SCOT­LAND IGNITE YOUR IMAGINATION

BURNS WEANS BE INSPIRED BY ROBERT BURNS

Cre­ate your own mas­ter­pieces with help from Rab­bie! MYTHS AND LEGENDS

Fairytales and folk­lore — get to know some Scot­tish tales. WILD­LIFE SERIES

Read about the lovely anim­als that call Scot­land home.

OPEN A WIN­DOW ON SCOT­LAND AND SHARE YOUR VIEWS USING #AWIN­DO­WONS­COT­LAND AND #VIS­ITSCOT­LAND

SUP­PORT­ING BUSINESSES

• Industry sup­port
  • Ongo­ing
• Toolkits
  • New B2B content

Toolkit Themed Years Use­ful Inform­a­tion Product Plan­ning eBooks

SAMPLE ITIN­ER­AR­IES

WITH TRADE READY PRODUCT

PRODUCT PLAN­NING

E‑BOOKS

Explore Scot­land Angus — 3 Days Cairngorms Nation­al Park — Snowroads — 4 days Dum­fries and Gal­lo­way — 4 Days Fife — 4 Days North High­lands NC500‑4 days His­tory and Her­it­age Edin­burgh and South Scot­land — 4 Days Glas­gow, Ayrshire & Arran, Dum­fries & Gal­lo­way and Argyll & the Isles — 4 Days Stirl­ing and The Forth Val­ley — 4 Days North of Scot­land — 4 Days ALL YOU NEED TO KNOW SCENERY & LAND­SCAPES UNIQUELY SCOT­TISH FOOD AND DRINK Unique Exper­i­ences Perth­shire — 4 Days Unique Exper­i­ences Sample Itin­er­ary — The High­lands, Perth­shire, Edin­burgh and The Scot­tish Bor­ders — 3 Days Unique Exper­i­ences Sample Itin­er­ary — Edin­burgh, Perth­shire, Angus and Aber­deen­shire — 3 Days Unique Exper­i­ences Sample Itin­er­ary — Aber­deen, Aber­deen­shire, Perth­shire, Stirl­ing and Stirl­ing­shire — 3 Days High­land Spey­ade The 5 Whisky Regions There are dis­til­ler­ies right across Scot­land, but here’s a few that could be part of Low­land Camp­beltown your pro­gramme ISLAND HOP­PING BY FERRY EDIN­BURGH, STIRL­ING & THE BOR­DERS Edin­bur His­tory Glasgo His­tory Stirl­ing His­tory Coasts an spots in the seat includ­ing Aberde the Hig His­tory Edin­bur The For Archite Film and Lit­er­at­ure Stirl­ing, Clack­mannshire, Falkirk and West Lothi­an — 4 Days Scotland’s Tay Coun­try — 4 Days Film and Lit­er­at­ure Sample Itin­er­ary — Angus, Perth­shire, Fife and Edinburgh‑3 Days Storytelling Sample Itin­er­ary — Edin­burgh, Stirl­ing, Perth­shire, Fife, Angus and Aber­deen — 3 Days A Roy­al Pas­sion for Scot­land — Perth­shire, Fife and Edin­burgh — 3 Days Coastal Land­scapes Edin­burgh, Lothi­ans, Stirl­ing and Bor­ders — 4 Days Glas­gow, Ayshire, Dum­fries and The Isles — 4 Days Orkney and Shet­land — 4 Days Aber­deen, Moray, High­lands and Out­er Hebrides — 4 Days From Coast to Coast Sample itin­er­ary — Isle of Bute, Glas­gow, Perth­shire, Dun­dee, Fife — 3 Days Food and Drink Scotland’s Tay Coun­try Cairngorms Nation­al Park Food and Drink Sample Itin­er­ary — Angus, Perth­shire, Ayrshire and Glas­gow — 3 Days Food and Drink Sample Itin­er­ary — Glas­gow, Stirl­ing, Perth­shire, Dun­dee and Angus ‑3 Days High­land Park Dis­til­lery Kirk­wall Orkney 3. Forres, Moray Ben­romach Dis­til­lery 2. Glen Wyvis Dis­til­lery Ding­wall, High­land 4. Fam­ous Grouse Exper­i­ence Crieff Perth­shire 6 Glen­goyne Dis­til­lery Killearn, Glas­gow 2 The Scotch Malt Whisky Soci­ety Edin­burgh The Port of Leith Dis­til­lery Leith. Edin­burgh Annandale Dis­til­lery Annan, Dum­fries & Gal­lo­way FILM LOC­A­TIONS BY REGION ……. Cale­do­nion MacBrayne Aberde

SCOT­TISH SUPPLIERS

DED­IC­ATED CHAN­NEL W/WEBINARS

TRADE SITE

NEW CAT­EGOR­IES ADDED

Scot­tish Suppliers

Latest product updates from Scot­land, who are trade ready and want­ing to con­nect with you, to help you with new product devel­op­ment plan­ning. Scot­land Alba Nation­al Tour­ism Organ­isa­tion Look­ing forward

• Vir­tu­al busi­ness devel­op­ment plat­forms Travel Trade Bridge, Forth Sup­pli­er Search Accom­mod­a­tion DMC Food and Drink Trans­port Search by name Activ­ity Eco Exper­i­ences Golf Vis­it­or Attrac­tion Ances­tral Events Lux­ury Youth Car­ri­er Cruising/​Shore Excur­sions Exclus­ive Use Farm Exper­i­ences Private Tours Tour Oper­at­or SEARCH VIS​ITSCOT​LANDTRAVEL​TRADE​.COM OR TRAVELTRADE@​VISITSCOTLAND.​COM

INDUSTRY SUP­PORT & MAR­KET INTELLIGENCE

FIN­AN­CIAL SUP­PORT FOR BUSI­NESSES Find Busi­ness Sup­port COV­ID-19 Busi­ness Sup­port helpline | 0300 303 0660 Mar­ket­ing Intel­li­gence: COV­ID-19 update 15 April 2020 Pub­lished: April 2020 Down­load (621Kb) More busi­ness resources Find busi­ness sup­port in Scot­land findbusinesssupport.gov.scot /coronavir­us-advice

Inform­a­tion on how to man­age your busi­ness dur­ing the impact of coronavir­us — includ­ing sources of fin­ance, busi­ness rates and fund­ing, HMRC, employ­ee advice and busi­ness con­tinu­ity. UK Gov­ern­ment fin­an­cial sup­port for busi­nesses gov​.uk/​g​o​v​e​r​n​m​e​n​t​/​c​o​l​l​ectio ns/fin­an­cial-sup­port

Find out what fin­an­cial sup­port you can get for your busi­ness. FSB guid­ance for employ­ers fsb​.org​.uk/​c​a​m​p​a​i​g​n​/​c​o​vid19. html

The Fed­er­a­tion of Small Busi­nesses has out­lined guid­ance on redu­cing the risks from the COV­ID-19 vir­us to you and your busi­ness, includ­ing key con­tacts and con­sid­er­a­tions for employ­ers. ACAS Webinars for Employ­ers acas​.org​.uk/​w​e​b​inars

Employ­ers can join a free ACAS webin­ar. The webin­ar provides prac­tic­al advice for employ­ers to help man­age the impact of coronavir­us in the work­place. GO TO VIS​ITSCOT​LAND​.ORG

Q&A

DOMEST­IC

MAR­KET

SCOT­LAND SNOW

DOMEST­IC MAR­KET SHARE

81%

of all overnight vis­its to Scot­land from Jan-Sep 2019 were made by res­id­ents of GB 56%

of all overnight spend to Scot­land from Jan-Sep 2019 were made by res­id­ents of GB GB Overnight Trips 2019 Volume: 13.8m GB Overnight Trips 2019 Value: £3.2bn

Source: GBTS, 2019

WHAT WE KNOW ABOUT THE GB VISITOR

TOP 5 MOST VIS­ITED REGIONS (GB)

OVERNIGHT VIS­ITS SEA­SON­AL­ITY OF TRIPS (GB)

• Edin­burgh and Lothi­ans: 22.2% OCT-DEC 22.3% JAN-MAR 18.9%
• High­lands and Islands: 20.3%
• Great­er Glas­gow and Clyde Val­ley: 15.2%
• Argyll, The Isles, Loch Lomond, Stirl­ing & Trossachs: 12.8% JUL-SEPT APR-JUN 32.8% 26.0%
• Aber­deen and Grampi­an: 7.9% Source: GBTS, 2019

WHAT WE KNOW ABOUT THE GB VISITOR

TOP DRIVERS OR MOTIV­AT­ORS (UK)

DUR­A­TION OF STAY (GB)

HOL­I­DAY PUR­POSE ONLY Scenery and Land­scape Hol­i­dayed before and want His­tory and Cul­ture to return 62.5% 1 – 3 nights 30.4% 4 – 7 nights 7.1% 8+ nights TOP ACTIV­IT­IES (UK) Sight­see­ing by car, coach and on foot ORI­GIN OF VIS­IT­ORS (GB)

OVERNIGHT VIS­IT­ORS IN 2019

• Scot­land: 55.7%
• North West Eng­land: 9.7% Vis­it­ing his­tor­ic houses, stately homes, castles
• South East Eng­land: 6.5%
• York­shire and the Hum­ber: 5.3% Short walks and strolls
• North East Eng­land: 4.8%
• Lon­don: 4.2% Sources: Vis­it­or Sur­vey 2015/2016 GBTS, 2019

AND THE AUDI­ENCE WE TARGET

UK Tar­get Audi­ence Pro­file Adven­ture Seekers Nat­ur­al Advoc­ates Engaged Sight­seers Curi­ous Trav­el­lers Food Lov­ing Culturalists

IMPORT­ANCE OF THE SCOT­LAND MARKET

55.7% of the 13.8m domest­ic overnight trips in 2019 were made by res­id­ents of Scot­land 86.2% of the 133.6M day vis­its in 2019 were made by res­id­ents of Scot­land Scots Overnight Trips: 7.7M Value: £1,422M Scots Day trips: 115.2M Value: £4,455M Source: GBTS, 2019

WHAT WE KNOW ABOUT THE SCOT­TISH VISITOR

TOP DRIVERS OR MOTIV­AT­ORS (SCOTS)

DUR­A­TION OF STAY (SCOTS)

HOL­I­DAY PUR­POSE ONLY Scenery & Land­scape Close­ness from home Get away from it all 75.6% 1 – 3 nights 20.8% 4 – 7 nights 3.6% 8+ nights SEA­SON­AL­ITY OF TRIPS (SCOTS) TOP 5 MOST VIS­ITED REGIONS (SCOTS)

OVERNIGHT VIS­ITS OCT-DEC 25.2% JAN-MAR 19.6%

• High­lands and Islands: 23.7%
• Edin­burgh and Lothi­ans: 15.5%
• Argyll, The Isles, Loch Lomond, Stirl­ing & Trossachs: 15.1%
• Great­er Glas­gow and Clyde Val­ley: 12.2% JUL-SEPT APR-JUN 30.4% 24.8%
• Aber­deen and Grampi­an: 11.1% Sources: Vis­it­or Sur­vey 2015/2016 GBTS, 2019

AND THE SHARE OF FAM­IL­IES TRAVELLING

29%

all domest­ic (Scot­land) overnight hol­i­day trips done by UK fam­il­ies Object­ive: RESPOND RESET ALL NON ESSEN­TIAL TRAVEL PRO­HIB­ITED Object­ive: Keep your­self and Scot­land safe Mes­saging: Dream now, travel later Keep Scot­land top of mind, build advocacy & trust Mes­saging: ​‘Only in Scot­land’ Dream now, travel later RESTART SOME EAS­ING Object­ive: Recon­nect­ing Scots with Scot­land Mes­saging: ​‘Only in Scot­land’ Scot­land: Day trips UK: Start plan­ning trip Intl: Inspir­a­tion RECOV­ERY DOMEST­IC MOVE­MENT Object­ive: Increase demand for short notice Scot­land hol­i­days Mes­saging: ​‘Only in Scot­land’ UK: Book your trip Intl: Start plan­ning your Scot­land trip INTER­NA­TION­AL MOVE­MENT Object­ive: Increase demand for 2021 Scot­land hol­i­days Mes­saging: ​‘Only in Scot­land’ Book your trip to Scot­land Mar­ket pri­or­it­isa­tion Activ­ity: All paid and social activ­ity paused Mes­sages of sup­port to inter­me­di­ar­ies Industry sup­port pri­or­ity new pages on Vis​itScot​land​.org Activ­ity: Absence video / social Arm­chair travel — vir­tu­al tours on Vis​itScot​land​.com Activ­ity to engage / inspire Intel­li­gence gath­er­ing Vis​itScot​land​.org exten­ded Market/​audience insight webinars for industry Activ­ity: Domest­ic day trip inspir­a­tion Inter­me­di­ary des­tin­a­tion train­ing & con­tent shar­ing PR inspir­a­tion Video dis­tri­bu­tion via You­Tube (UK) Activ­ity: UK & Intl inspir­a­tion Vir­tu­al inter­me­di­ary work­shops / webinars PR inspir­a­tion Video dis­tri­bu­tion via You­Tube (UK/EU) UK cam­paign Con­tent part­ner­ships Activ­ity: Vir­tu­al inter­me­di­ary workshops/​webinars Des­tin­a­tion train­ing events Media fam trips / PR Video dis­tri­bu­tion (YT) Cam­paign activ­ity Con­tent part­ner­ships VAR­VEN LAIG Children’s home school edu­ca­tion mater­i­als to sup­port our ambi­tion to raise aware­ness of Scot­land Fam­il­ies mar­ket will be import­ant for all phases SCOTLAND’S STORY­BOOK TRAIL UNICORN-SCOTLAND’S NATION­AL ☆ ☆ ☆ Bed­time stor­ies ​“The Three Canny Heil­an Coos” Mak­ing Scot­land Magic Sources: GBTS, 2018

FAM­IL­IES MARKET

INFLU­ENCE FROM THE WEE ONES

Chil­dren have some influ­ence 69% of par­ents tell us that chil­dren have some influ­ence on fam­il­ies hol­i­day choice Key ele­ments for great exper­i­ences Togeth­er­ness, shared activ­it­ies and explor­a­tion Key con­sid­er­a­tion for chil­dren Recom­mend­a­tion, fam­ily nos­tal­gia, school study & well known attrac­tions Trig­gers for par­ents to go on a UK hol­i­day Afford­ab­il­ity, trans­port and nos­tal­gia but also cur­rent macro cli­mate Sources: Box­c­lev­er research, 2018 UK chil­dren aged 8 – 12 years and their par­ents to explore what they wanted from a fam­ily holiday

CHAN­GING CON­SUMER BEHAVIOURS

CON­STANTLY EVOLVING

Sig­ni­fic­ant move to an online eco­nomy Pri­or­ity to recon­nect with loved ones & the out­doors Increased focus on health & well­being Hol­i­day ​‘Dream­ing’ as a means to escape the crisis Domest­ic replace­ments for can­celled hol­i­days abroad

CHAN­GING MEDIA LANDSCAPE

CON­STANTLY EVOLVING

Advert­isers mov­ing media budgets or post­pon­ing cam­paigns Increased use of web­sites & social media Increased use of TV & stream­ing devices Increased num­ber of radio listen­ers Increased reach of news chan­nels & online pub­lish­ers Increased rel­ev­ance of nat­ive & con­tent marketing

CON­TINU­ATION OF STORYTELLING

ONLY IN SCOTLAND

A GUIDE TO ISLAND HOP­PING IN SCOT­LAND 0:00/4:54 THE BLOG 18 MUST-DO FEST­IVALS ON SCOTLAND’S ISLANDS f Alas­dair Peoples Feb­ru­ary 24, 2020 View Com­ments DAY 4 OVER­VIEW MULL There’s a bit of retra­cing your steps as you head back to beau­ti­ful Islay, and then back to Ken­nac­raig on the main­land before driv­ing north to Oban. Altern­at­ively you can take the ferry from Islay to Oban, via Colon­say, on cer­tain days. But you won’t get long to pause for breath- you are off to the largest of the Inner Hebridean islands, the Isle of Mull! U MILES KM 92 147 STOPS 2 TRANS­PORT Scotland’s islands are not only bea things to do through­out the year. V shores of Orkney or a trip to the whisky mecca of Islay, it’s a great idea to LAND 0 Con­nec­tion Appre­ci­ation ²⁰²⁰⁄₂₁ Escap­ism Cale­do­ni­an MacBrayne Vis­itScot­land (Default) is feel­ing proud. Pub­lished by Katie Mac­Cor­quodale 21 May 2019 Like Page Lonely Plan­et have named Shet­land one of the Top 10 best in Europe & here’s 5 reas­ons why! Rest, Relax­a­tion & Sat­is­fac­tion AT AN OUT­STAND­ING IRON AGE SET­TLE­MENT. ‑0:39

EXPER­I­EN­TIAL TOURISM

DRIV­EN BY EMO­TION­AL BENE­FITS OF A HOL­I­DAY IN SCOTLAND

Oppor­tun­ity to learn, devel­op & grow Land­scape Scenery His­tory & Get­ting away from it all Cul­ture Exper­i­en­tial tourism

IMPORT­ANCE OF OUR OWN ​‘WARMED UP’ CHANNELS

Total page views on VS​.com (2019) 57,5m UK share 51% UK Social Con­tacts +580k Face­book +310k Ins­tagram UK e‑mail data­base 350,832 KEY SEARCH TERMS & UK AVER­AGE MONTHLY SEARCH VOLUME Things to do in Scot­land 6,600 Places to vis­it in Scot­land Hol­i­days in Scot­land 4,400 5,400 Scot­land Week­end Breaks 4,400 Short Breaks in Scot­land 2,900

WRAP-UP

SCOT­LAND SNOW

KEY TAKE-AWAYS

UK mar­ket first to recov­er Focus on respons­ible travel mes­saging Bal­ance of inspir­a­tion­al and inform­at­ive activ­ity Con­sider per­son­al health/​safety aspect in your offering

OUR ASK FROM YOU

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Vis­itScot­land assets Keep us up to date to help inform plan­ning (mail or VS sur­veys) Fol­low the Coronavir­us sec­tion on Ideas on what you need from us vis​itscot​land​.org

FOR MORE INFORMATION

Mar­ket­ing assets

• Vis­itScot­land You­Tube videos
• Absence makes the heart grow fonder video
• VisitScotland’s Digit­al Media Lib­rary – imagery and video for sharing
• See Scot­land from home content
• Our suite of 100,000 Wel­comes pod­casts (6 dif­fer­ently themed epis­odes) Coronavir­us response on vis​itscot​land​.org
• Home page
• Weekly Mar­ket Intel­li­gence updates
• VisitScotland’s mar­ket­ing response includ­ing Inter­me­di­ary response by key market
• Advice on shar­ing con­tent for Scot­tish tour­ism industry
• Examples of how Scot­tish tour­ism busi­nesses are keep­ing Scot­land front of mind Travel trade
• www​.vis​itscot​landtravel​trade​.com
• Itin­er­ar­ies
• Product plan­ning e‑books
• Scot­tish sup­pli­er webin­ar series – com­ing soon
• Email enquir­ies : traveltrade@​visitscotland.​com Insights
• Top­ic Paper (Oct, 2019) Listen­ing to chil­dren and their par­ents Explor­ing Scotland’s appeal as a fam­ily hol­i­day destination
• BVA/ BDRC Research Track­ing con­sumer sen­ti­ment on the impact of COVID-19

Q&A

THANK YOU Judy Mar­iëns, Seni­or Mar­ket Man­ager UK & Europe Fiona Holmes, Mar­ket Man­ager UK