Following the news that Donald Emslie, chair of the Edinburgh Tourism Action Group, said it would take several years to get tourist numbers in Scotland back to previous levels;

Amber Barnes, Travel and Tourism Analyst at GlobalData, a leading data and analytics company, offers her view on the recent announcement:

“Scotland is one of many places experiencing damaging impacts within all levels of its tourism industry due to COVID-19. April is usually the start of the busy summer period, but travel restrictions are still in place and most likely will not ease any time soon. This will exacerbate the current economic decline occurring in the country. Visit Scotland needs to devise unique promotional strategies that will help to maximize visitation when restrictions are lifted in order to contribute to a quick economic recovery.

“Unique technology is being used by various tourist destinations to provide virtual tours of points of interest. This allows destinations to connect with source markets in a more emotional way, thus creating a promotional advantage. Although the National Museum of Scotland offers virtual tours, there is a huge opportunity for other popular attractions in the country to do this.

According to GlobalData’s 2020 COVID-19 Global Consumer Survey, 57% of respondents stated that how enjoyable or unique the product/service always or often influences their choice in the current situation. Also, 31% of respondents stated that how digitally advanced/smart the service is always or often influences their choice in the current situation.

“These figures emphasize that unique technology will help destination marketing organizations (DMOs) to engage with consumers instantaneously, which can provide benefits in both the short and long term. Virtual reality and augmented reality will act as a competitive advantage for Scotland as the tourist destination can provide virtual tours of Edinburgh Castle, Loch Ness, Ben Nevis and Hadrian’s Wall.

“Employing technology such as augmented and virtual reality will allow Scotland to promote the tourist destination and reach new markets. This may help shorten nation’s recovery period and maximize tourism numbers when travel restrictions are lifted.”