On-street tourist information centres to close as Visitscotland moves to a ‘digital first’ approach
VISITSCOTLAND is to close its network of information centres to focus on a “digital-first” strategy as more tourists plan their trips online.
The national tourism organisation said there have been significant changes to the way people plan holidays, with most using travel specialists and online resources including Tiktok, Youtube and websites to research and book.
To adapt to this shift in behaviour, Visitscotland said it will invest its resources and expertise in a strategy designed to influence people as they make plans before setting off on their trip.
All 25 information centres – known as icentres – will operate as usual until the end of September as part of a phased, two-year closure programme.
A total of 170 staff will be affected – 120 permanent workers and 50 seasonal employees.
Visitscotland said there will be no compulsory redundancies and staff have been offered a range of options including re-skilling, redeployment and voluntary redundancy.
Chairman Lord Thurso said: “The tourism landscape has changed significantly in recent years. The demand for icentres has reduced while the demand for online information and booking has continued to grow.
“In order to continue building demand and growing the value of tourism and events, it is vitally important that we target channels we know visitors use to influence them to visit Scotland.
“Our research shows that as an organisation, we have a greater and more impactful role to play in providing information before visitors travel.
“Prioritising a digital-first model of information provision allows us to reach potential visitors at those early planning stages when we can shape their future travel decisions.
“By evolving our work in this way, we will be able to invest in the activities that will accelerate sustainable growth in the visitor economy, helping create jobs, sustain communities and attract investment for the future.”
Visitscotland is currently engaging with stakeholders to discuss local arrangements.
It said the new strategy will target channels it knows visitors use to inspire and influence where they go.
Scotland Office minister John Lamont raised concerns: “The closure of all 25 Visitscotland tourist information centres will be a blow to our towns and puts at a disadvantage the many thousands of tourists from the UK and beyond who use their services.
“While online tourism is growing, it is not available to all and these centres, from Lerwick to Dumfries, ensure vital information can be accessed by those tourists, particularly the elderly. I’d urge the
Scottish Government to consider the impact this will have on local businesses and on visitors.”