Innovative tourism partnership for the Outer Hebrides

VisitScotland, in partnership with Outer Hebrides Tourism, has announced a new approach in the delivery of visitor information in the Outer Hebrides.

A formal agreement has been reached which will ensure that visitors to the Outer Hebrides have a varied, convenient and co-ordinated range of channels to obtain information – encouraging them to stay longer, spend more and spread the benefits of tourism across the Outer Hebrides all year round.

In collaboration with Outer Hebrides Tourism and other partners, plans are now being put in place to: enhance the current iCentre in Stornoway; create a new year-round information partnership in Tarbert with a retail business; develop new and enhanced information partnerships in the Uists, supported by a dedicated member of staff based seasonally in one partnership outlet; and develop a stronger presence on Barra with the local tourism industry for the 2019 season.

It follows a strategic review of the current provision of visitor information in the Outer Hebrides, in close consultation with Outer Hebrides Tourism and stakeholders, to meet the ongoing changes in the ways visitors seek information, whilst recognising the unique nature and geography of the islands. The review was carried out as part of last year’s announcement by VisitScotland on changes to its information provision across Scotland.

In line with its plan to improve connectivity for visitors, Outer Hebrides Tourism also hopes to roll out Wi-Fi across various partnership locations throughout the islands.

In addition, the new approach seeks to provide an appropriate presence for the Outer Hebrides in mainland VisitScotland iCentres such as Ullapool, Oban, Portree and Inverness as well as continue to promote the VisitScotland Visitor Information Partner (VIP) programme across the islands. More than 100 partner attractions, accommodation providers and restaurants in the Outer Hebrides have already joined the VIP programme.

VisitScotland’s fleet of Coo Vans and its team of outreach staff will also continue to visit the region.

Malcolm Roughead, Chief Executive of VisitScotland said: “Our continuing partnership with Outer Hebrides Tourism will see us working closely with communities, businesses and organisations to ensure there is an information touchpoint in every single corner of the Outer Hebrides, showcasing its rich assets, hidden gems and local stories.

“Tourism today is all about consumer choice, providing innovative new approaches to grow the visitor economy. We know that many visitors now want to combine their traditional tourism experiences with something special that takes them off the beaten track, giving them an authentic experience of Scotland that they won’t get elsewhere.

“This partnership, alongside our ongoing online developments and digital collaborations, will help boost visitor information provision and support our tourism partners in regions throughout Scotland.”

Ian Fordham, Chair of Outer Hebrides Tourism added: “Research has shown that visitors are now seeking information on their holiday destination in places as diverse as the breakfast table, the pub or on the road. Then on holiday, they continue to search for information during days out, before they leave their accommodation or at visitor attraction.

“But in places like the Outer Hebrides, the personal touch remains important, so we are keen to ensure that our visitors can access information in a ‘joined-up’ way, through a variety of options wherever they are across our islands and whatever time of year.”

VisitScotland’s website visitscotland.com and Outer Hebrides Tourism’s website www.visitouterhebrides.co.uk mean there is always advice on what to see and do in the Outer Hebrides.

Last year VisitScotland announced changes to its information provision across Scotland, in the wake of the changing behaviour of visitors. The new national strategy aims to address a drop in footfall to VisitScotland information centres across the country, with two out of three visitors now accessing information online, whilst recognising the need to maintain a strong face-to-face information provision.

Further VisitScotland information services:

The VisitScotland iKnow global online community accessed through visitscotland.com currently has 7,300 members and allows those who love Scotland to bring alive the streets, characters and landscapes of our country. Other digital outreach includes innovative partnerships with TripAdvisor, Booking.com and Digital Tourism Scotland.

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