VisitScotland, formerly the Scottish Tourist Board, is a national

tourism Tourism is travel for pleasure or business; also the theory and practice of touring, the business of attracting, accommodating, and entertaining tourists, and the business of operating tours. The World Tourism Organization defines tourism mor ...

organisation for Scotland. It is an executive non-departmental public body of the Scottish Government, with offices in

Edinburgh Edinburgh ( ; gd, Dùn Èideann ) is the capital city of Scotland and one of its 32 council areas. Historically part of the county of Midlothian (interchangeably Edinburghshire before 1921), it is located in Lothian on the southern shore of t ...

Glasgow Glasgow ( ; sco, Glesca or ; gd, Glaschu ) is the most populous city in Scotland and the fourth-most populous city in the United Kingdom, as well as being the 27th largest city by population in Europe. In 2020, it had an estimated popul ...

Aberdeen Aberdeen (; sco, Aiberdeen ; gd, Obar Dheathain ; la, Aberdonia) is a city in North East Scotland, and is the third most populous city in the country. Aberdeen is one of Scotland's 32 local government council areas (as Aberdeen City), and ...

, Inverness, and other parts of Scotland. Among the organisation's tasks is the attraction of visitors to Scotland through

advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

and promotional campaigns. VisitScotland also manages a number of quality grading schemes for tourist accommodation and attractions. The organisation also operates the VisitScotland.com website which provides bookings and information service for visitors to Scotland. From 2001 this website was operated as a public-private partnership venture, though this venture (and the website) was brought back into public ownership in 2008.

Aims and operation

VisitScotland's primary aim is to market Scotland as a tourism destination, which it does through advertising and promotion as well as encouraging press articles on Scotland and what it has to offer the business or consumer visitor. The organisation also seeks to work with the tourism industry in Scotland to maintain standards in visitor attractions and accommodation provision. It does this through a number of specific quality grading schemes. VisitScotland also runs the Thistle Awards, which are awarded to the best tourism businesses each year.

Website

VisitScotland.com is the official website of VisitScotland. The website acts as a bookings and information service for visitors to Scotland. Accommodation availability information, as well as more general information about Scotland, is provided from the www.visitscotland.com domain. VisitScotland.com was initially the trading name of eTourism Ltd, a private limited company set up by a public-private partnership. In 2003 the IT services group SchlumbergerSema was taken over by

Atos Atos is a European multinational information technology (IT) service and consulting company headquartered in Bezons, France and offices worldwide. It specialises in hi-tech transactional services, unified communications, cloud, big data and ...

. There was a major restructuring in July 2006 that saw VisitScotland increase its stake from 25% to 36%, Austrian booking specialist Tiscover took a 35% share and ATOS reduced its stake from 60% to 7%. Partnerships UK Ltd had also been shareholders. The ownership of VisitScotland.com became a divisive issue within the Scottish tourism industry. A number of accommodation providers lodged a petition with the Scottish Parliament to return the group to public ownership, arguing that the use of public money to fund the parent company eTourism Ltd was disrupting competition, an assertion which eTourism unconditionally rejected. In 2008, a Scottish Parliament inquiry led by

Tavish Scott Tavish Hamilton Scott (born 6 May 1966) is a former Scottish politician. He was the Member of the Scottish Parliament (MSP) for Shetland from 1999 to 2019, and Leader of the Scottish Liberal Democrats from 2008 to 2011. He stepped down as Lead ...

considered some problems associated with the website and made the recommendation that the Scottish Government find additional resources to resolve these. On 7 November 2008, it was announced that ownership of VisitScotland.com was to be transferred solely to VisitScotland, with £1.2 million of funds being used to purchase shares from all other shareholders.

References

Tourism in Scotland Executive non-departmental public bodies of the Scottish Government Organisations based in Edinburgh Economy Directorates Foreign relations of Scotland 1969 establishments in Scotland Government agencies established in 1969 Tourism organisations in the United Kingdom Tourism agencies {{Scotland-gov-stub

Aims and operation

Website

See also

References