Question reference: S6W-27034
- Date lodged: 24 April 2024
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Current status: Answered by Kate Forbes on 15 May 2024
Question
To ask the Scottish Government whether it will outline any research underpinning the decision to close all VisitScotland information centres.
Answer
VisitScotland’s Strategic Change Programme seeks to ensure that they continue to make the biggest possible positive impact on the visitor economy.
As part of VisitScotland's Strategic Change Programme, a detailed review has considered their role in information provision. VisitScotland's future information strategy is based on research including trends and data that show how visitors plan their trips. As part of the review process, VisitScotland also took into account data related to their iCentre network.
The following key research sources were utilised:
- VisitScotland insight data over a number of years as published in their annual reports: Our Annual Performance Report | VisitScotland.org
- VisitBritain: MIDAS - Full Research Report - Dec 2022
- Expedia: Expedia Group's Path to Purchase Study on Traveler Behaviors: Key Findings and Methodology
- TripAdvisor: E conomicPortraitofTraveler2023
In addition to the above, VisitScotland drew upon the professional knowledge and experience of their staff.