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 ...

organisation for Scotland. It is an

executive non-departmental public body In the United Kingdom, non-departmental public body (NDPB) is a classification applied by the Cabinet Office, Treasury, the Scottish Government and the Northern Ireland Executive to public sector organisations that have a role in the process of n ...

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 of Scotland, council areas. Historically part of the county of Midlothian (interchangeably Edinburghshire before 1921), it is located in Lothian ...

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 pop ...

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), ...

, 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 Sema Group plc was an Anglo-French IT services company. It was listed on the London Stock Exchange and was a constituent of the FTSE 100 Index. It was acquired by Schlumberger in 2001. History The Company was founded in 1988 by the merger of t ...

was taken over by Atos. 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 Partnerships UK plc (PUK) was an centralized unit responsible for furthering public-private partnerships in the United Kingdom. It was a public limited company formed in 2000, owned jointly by HM Treasury and the private sector. It ceased activi ...

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 The Scottish Parliament ( gd, Pàrlamaid na h-Alba ; sco, Scots Pairlament) is the devolved, unicameral legislature of Scotland. Located in the Holyrood area of the capital city, Edinburgh, it is frequently referred to by the metonym Holy ...

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

inquiry led by Tavish Scott 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