Scotland online


The iKnow Community is a key element of our information provision to visitors which is moving from ‘bricks and mortar’ to ‘bricks and clicks’, providing high quality information to visitors where they want it, when they want it.


The community allows Scots and those who love Scotland to bring alive the streets, characters and landscapes of our country. Our initial target for the first year was 1,500 registered users and we’re delighted to have surpassed this with 5,486 total registered users.


The way visitor’s access information has changed significantly and we need to reflect that by switching investment to new initiatives in order to reach more people with personalised information so they stay longer, spend more and grow the visitor economy.


User-generated content and peer-to-peer conversations are the most powerful form of advertising and influence holiday decisions.


Online community: some facts


• The online community officially launched in July 2016
• The key audience is aged between 45-65 and from the United Kingdom and US
• The community has generated 842+ discussions and 5,315+ comments
• The majority of visitors to the community have either booked or are about to book their trip to Scotland
• The mobile friendly version of the site went live week beginning 3 July 2017
• Social login is now an option when registering with the site – meaning you can login using your Facebook account


Information doesn’t just sit at the door of an iCentre – it comes from a wide range of people and places – and the tourism industry has a huge part to play, giving their personal recommendations and experiences.


Share your stories on the community and inspire the rest of the world to come and visit! We need contributors from around Scotland who are the product experts in your area to become regular contributors. Log in and start providing information and inspiration now... homepage provides a global platform reaching an audience of 19 million users, giving visitors the information they want on all areas of Scotland, when they want it.


The site hosts a range of visitor resources including a practical trip planning tool for visitors to plan their break, save their trip and share it through social media and there’s a fantastic variety of videos and interactive eBrochures on topics such as Burns, wildlife and the Edinburgh Festivals.


There are six billion mobile phone users across the world with over 60% of the UK now using a smart phone. is fully mobile friendly and we have introduced hugely successful mobile applications such as ScotlandVR to inspire our visitors.


The site also provides a platform for every business to take their message across the world with enhanced business listings, making it easier for visitors to find and book with them. In 2015, the site generated over 1.4 million referrals to Scottish tourism businesses and our priority is to work with businesses to grow this.
A web listing is free and we ask you to keep this up to date with great content to ensure visitors get the best information; businesses with well populated listings benefit from more referrals. For more information on how to maximise your listing on use our handy guide or contact your Industry Relationship Manager.
We want to deliver the best information to every corner of Scotland through a ‘band’ of tourism ambassadors, enhanced digital activity and an information network which delivers exceptional service. We look forward to working with you on this.


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