TripAdvisor and VisitScotland deal 'could bring £150m

TripAdvisor and VisitScotland deal 'could bring £150m tourism boost


Travel website TripAdvisor has hit a partnership deal with Scotland's tourism agency which it is hoped could broaden the Scottish economy by £150m.

Nicola Sturgeon endorsed the VisitScotland deal, a first for TripAdvisor in Europe, in New York.

Speaking on the last day of her visit to the US, the first minister said it would promote Scottish tourism to 70 million potential new visitors.

The two companies will work on a joint marketing campaign in the UK.

The £150m will be provided over the next three years.

Ms. Sturgeon said: "Our tourism industry has always been mighty - spending by North American visitors leaped by almost 28% to £633m in the last year alone.

"However, it's crucial that we ensure Scotland's appeal achieves as wide an audience as possible.

"This cooperation will ensure that millions of more people will understand Scotland's appeal, and boost Scotland's tourism industry for years to come.

"The fact TripAdvisor has chosen Scotland as its first European partner shows just how resilient they trust Scotland's economy to be - and the fact we were voted the second-best country in the world to visit by the Rough Guide means site visitors are guaranteed a good holiday."

Charlie Smith, of VisitScotland, said: "TripAdvisor is the biggest tourism website in the world based on tourists' actual experiences.

"This partnership will give us the accident to learn from those at the forefront of innovation while inspiring millions of potential new visitors.

"This collaboration will help us put Scotland's regions, cities and only experiences on the world stage and to grow our tourism industry for future generations."

Scottish Conservative MSP Ross Thomson said: "Any announcement will help to promote our world-class tourism offer here in Scotland should be broadly welcomed.

"However, the SNP government could go a lot further to help the industry by tackling business rates rises, skills shortages and ongoing uncertainty about a second independence referendum."


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