Skift Take
Scotland sees itself as a content creator and curator for tourists, not an information provider anymore.
Tourists who need help in Scotland won't be able to turn to a visitor information center: Visit Scotland is shutting down its 25 locations across the country over the next two years.
Scotland is instead investing more in content creation on its website, TikTok, YouTube, Instagram, and other digital channels, said Vicki Miller, director of marketing and digital for Visit Scotland.
“Our greatest opportunity to have the greatest influence on people coming to Scotland, stay longer, spend more, to [get to] things off the beaten track is to get that information to the visitor before they get here,” she said. “We're putting a greater emphasis on pre-arrival.”
Scotland wants to ma