VisitScotland Information Partner programme


Are you a local ambassador?

Partnership and collaboration are at the heart of Scottish tourism and VisitScotland works with local industry to develop and deliver innovative initiatives that grow the visitor economy.


We want to market Scotland with Scotland and we’re taking a new approach to information provision which allows us to multiply the information touchpoints we offer our visitors, delivering information in the right place and at the right time.


This involves delivery of 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.


The VisitScotland Information Partner (VIP) programme aims to ensure that all tourism providers can be local ambassadors and help provide information, assistance and advice on all there is to see and do here.


The Scotland Visitor Survey (2015/16) showed that 33% of visitors prefer to get information on what to see and do in an area from their accommodation provider personally, 31% from leaflets within their accommodation and 20% from a visitor attraction.


This follows a growing trend among consumers to use online resources to plan their trips and we now have partners throughout the country providing high quality information and advice to visitors with whom they interact.


We have more than 1,350 VIPs; from a luxury chocolate factory and café in the most north-westerly village on mainland Scotland, to the home of Sir Walter Scott in the Scottish Borders; and from award-winning restaurants in central Glasgow, to libraries in Banchory and Inverurie, the programme includes partners in every region of Scotland and covering all tourism businesses.

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The VIP programme is open to all Quality Assured businesses, as well as community groups, local authority-operated library services and social enterprises. Find out more.


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.


Why is this important? Advocacy is the most powerful form of marketing and by harnessing your #ScotSpirit and passion for going the extra mile to ensure information is readily available on the ground and online we will continue to grow the value of tourism to Scotland and its regions.

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