New Scotland app taps into £4 billion day trip market

There are apps to toss a coin, apps to act as an X-ray, even apps to countdown sleeps ’til Santa. Now VisitScotland is in on the act and today launches the world’s first free ‘days out’ iPhone app dedicated entirely to Scotland.

Produced in association with Historic Scotland and the National Trust for Scotland, the VisitScotland Days Out app capitalises on the Scottish staycation trend and the increasing popularity of days out on your doorstep. Recent research by Deloitte estimated the value of the Scottish days out market at £4.49 billion.

The pilot project is part of VisitScotland’s latest Winter White campaign which closely targets the domestic markets – including people who live in Scotland already. Available for free from the iTunes store, the app offers inspiration to visitors and locals alike with an ‘Inspire Me’ button which allows the user to type in their location, give the phone a shake and, fruit-machine style, the app will spit out ideas for things to see and do in the local vicinity.

Launching well in time for Christmas, the new app comes at a time when Smartphone ownership has surged by more than 80%.

Alongside extensive information on days out from partners Historic Scotland and the National Trust for Scotland, VisitScotland Information Centres, ASVA attractions, and a selection of Quality Assured visitor attractions are all pre-loaded on to the app, as well as various seasonal offers from tourism businesses nationwide. And ‘aptly’, in the Year of Food and Drink, 300 Eat Scotland venues are also hooked in with the initiative.

Stephen Duncan, Historic Scotland’s Head of Commercial and Visitor Operations says the initiative couldn’t come at a better time:   “We’re delighted to be involved in this project as we recognise the increasing importance of digital media and its ability to engage visitors to help them make the most of their stay. 

“Testing the app in the marketplace is part of our wider commitment to embrace digital technology opportunities to deliver visitor information in a more innovative way.”

Malcolm Roughead, VisitScotland’s Chief Executive, added: “Feedback from visitors tells us people like hands-on, practical information delivered in real time. And with the increasing popularity of iPhones and similar devices, it is vital that we seize this opportunity. People will still use our websites and VisitScotland Information Centres but this is an added extra – it’s fun, free, interactive and extremely useful.

“Let’s not underestimate the importance of days out and the amount of money families spend in local businesses, whether that’s lunch out in a local cafe or admission to a visitor attraction, this sort of activity is estimated to bring in more than £4 billion for Scotland.

“The new app is not just great news for the visitor, but for the industry too. Working in partnership with more than a thousand tourism businesses involved, we’re helping showcase Scotland’s wealth of attractions and ultimately bringing more custom to their door – all for free. Every penny spent on a day out is ultimately pumped back into our economy and helps ensure the sort of tourism growth which is critical to the future of Scotland.”

Tourism Minister Jim Mather said: "This is a useful tool that will support the industry’s robust and successful efforts to strengthen tourism growth by appealing specifically to domestic visitors and promoting Scotland as an ideal destination for a ‘staycation’ or a great day out."

As well as inspiration, the app gives visitors access to maps, local information and a variety of things to see and do nearby.

The VisitScotland Days Out App is available to download from the iTunes store NOW

Valere Tjolle

Valere Tjolle is editor of the Sustainable Tourism Report Suite: EXTRA SPECIAL OFFER at:
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