VisitScotland's online annual report

If the words ‘annual report’ normally make you switch off, take a look at VisitScotland’s first ever online version, launched at the end of 2007.   And this might be a good time especially if you are starting to ponder over holidays in 2008 .. think about restricting your carbon footprint and staying in Scotland for one of your holiday breaks!

This year’s report is exclusively online.  Not only is this more sustainable than a printed format, but it allowed VisitScotland to be creative and take advantage of the freedom of the electronic format.  Audio, video and animation have all been used to great effect to explain exactly how the national tourism organisation inspires millions of visitors to choose Scotland over other holiday destinations.  Online communications will also enable VisitScotland to reach more viewers – and potential visitors – than print could have ever done.

The website traces four ‘customer journeys’ and recreates the kind of holiday sought after by four typical customers to Scotland.  Video and film helped bring to life the relationship that VisitScotland has with customers at different stages of their journey – from research through to keeping in touch once back home.

Finally, the ‘corporate journey’ has information on strategy and business performance.  This section also features a video introduction by Jim Mather MSP, Minister for Enterprise, Energy and Tourism together with interviews with Chief Executive, Philip Riddle OBE, and Chairman, Peter Lederer CBE.  Tourism is central to the Scottish economy and these interviews highlight the challenges ahead to meet the industry target of an increase of 50% in tourism revenues by 2015. 

The report is at www.visitscotlandannualreport.co.uk and feedback would be welcomed.  Please email  Janice.mack@visitscotland.com