OPINION: Scotland’s decision to shut visitor centres + invest in TikTok shows the power of social

OPINION: Scotland’s decision to shut visitor centres + invest in TikTok shows the power of social
Edited by Travel Weekly


Recently Scotland announced that it was shutting down its 25 visitor information centres in favour of investing more in TikTok. Fabulate’s Eliza Lewis says the news highlights the growing importance of social search for all travel brands.

It used to be so simple. A newspaper ad, a travel segment on TV, and of course the travel agency all used to be the starting points for sparking consumer’s interests in their holidays.

But if I look at the hot topic in my own girlfriend group, at the moment, it’s how we can have our 40ths in Italy like Zoe Foster Blake.

 

View this post on Instagram

 

A post shared by Zoë Foster Blake (@zotheysay)

 And I’ve never really liked biking but now, thanks again to the Blakes – this trip is saved at the top of my list.

 

View this post on Instagram

 

A post shared by Zoë Foster Blake (@zotheysay)

What used to be polished perfection on aspirational shows like Getaway and The Great Outdoors has now become travel searches on my favourite social platforms inspired by my best friends (in my parasocial universe).

Millennials are the fasting growing demographic on Tiktok and that along with YouTube and Instagram is exactly where I, and 36 per cent of people begin their search when looking for destinations, travel options, accommodation, experiences and food.

Today a growing number of Gen Zers, and even millennials, say TikTok is where they are going when it comes to their holiday plans. According to StudentUniverse nearly two-thirds of Australians (61 per cent to be precise) aged under 25 use TikTok as their first choice when it comes to finding travel ideas and inspiration.

But this is not just a Gen Z trend. An Amex study last year found that 44 per cent of Australians have booked a ticket to a destination because they saw it on social media. That number will only increase.

Social search is a concept all travel marketers in 2024 need to geared towards. And not just for inspiration, at the top of the marketing funnel, but used to drive conversion further down the consumer journey.

Many travel brands have long used influencers. Often in recognition that when especially younger consumers look for ideas on where to go for their next holiday they are often skipping past traditional (read: old school) media in favour of “real” experiences from influencers who have been to the locations they are interested in.

What many brands are missing is that creator content doesn’t just need to be for “travel inspo”. Smart brands are using influencers to go more granular and focus on conversion and operate in the mid-bottom part of the marketing funnel.

Brands like Luxury Escapes do this well. Take a look at this video featuring Gary Mehigan & Matt Preston on an exclusive once-in-a-lifetime India foodie tour – once this post went up it didn’t take long for the tour to sell out.

 

View this post on Instagram

 

A post shared by Luxury Escapes (@luxury.escapes)

In the coming years, videos like this will only become more important. Why? Because social search will unlock a travel marketer’s potential to activate – across all parts of the consumer journey.

Already some brands are responding to the opportunity. Just look at Scotland who earlier this year announced they would be shutting down their 25 visitor information centres.

And what are they replacing them with? TikTok, Instagram and Youtube videos. Why? Because they know these platforms are the best way to showcase the unique and incredible experiences they have to offer.

You can also expect that a lot of this content won’t be highly produced, slick videos. But rather “lo-fi” authentic content from real people highlighting the experiences you can have across Scotland. For the record, swimming in Scotland is cold…

@visitscotland

You’ll feel better once your in, promise! 🤪 🎥 IG/alexsophie_ ⚠️ If you’re planning on exploring Scotland’s waters, make sure you follow the Scottish Water Safety Code before you go 💦 #Scotland #WildSwimming #coldwatertherapy

♬ original sound – VisitScotland

Now that doesn’t mean that Google is irrelevant but what it does mean is that consumers will use the platforms for inspiration before moving to “traditional” search for more targeted/focused search focused like hotel prices or tickets on particular experiences.

Regardless of the medium, inspiration, discovery and conversion have always been an important part of travel marketing but now social search allows us to unlock that power in a way travel brands have never been able to before.

Latest News

  • Famil

TravHost launches expert hosting service to transform industry famils

TravHost offers a pioneering service bridging the gap between media professionals, travel agents and tourism organisations, addressing the demand for exceptional famil hosts. Founded by seasoned travel media professionals Fiona Harper and Carolyne Jasinski, TravHost is poised to revolutionise the way tourism organisations and travel companies approach famils. With decades of experience in tourism and […]

  • Tour Operators
  • Travel Agents

Book big and bag a spot of the TTC Tour Brand’s Top Achievers’ Famil

TTC Tour Brands’ Top Achievers Famil incentive is back, rewarding top-selling agents with the chance to embark on an unforgettable trip to a destination that remains a secret – for now. Agents who have sold any Luxury Gold, Insight Vacations, Trafalgar, Costsaver and Contiki, from 1 December 2024 to 14 March 2025, go into the […]

  • Business Travel
  • Conferences

New Zealand International Convention Centre to open in February 2026

The New Zealand International Convention Centre (NZICC) has announced it is opening its doors to New Zealand and world conferences and events in February 2026. The long-awaited NZICC is set to transform New Zealand’s conference and events industry, boosting visitation and the wider economy with its world-class facilities. Located in the heart of Auckland’s CBD, […]

  • Cruise
  • Events

AmaWaterways invites AU/NZ travel trade to An Evening with AmaWaterways events

AmaWaterways has announced the dates of its upcoming An Evening with AmaWaterways events for travel advisors, just over a year after it entered the Australian and New Zealand markets. Dedicated to travel advisors, the events will be held in six cities and will be hosted by AmaWaterways’ regional sales managers, plus feature a presentation from […]

  • Destinations
  • Tourism

Mooloolaba cruise season boosts Sunshine Coast tourism and trade

Mooloolaba is set to welcome a series of cruise ships through February and March 2025, significantly boosting local businesses and tourism to the Sunshine Coast. Their arrival is expected to create a vibrant atmosphere and provide a substantial economic uplift to the region. Viking Sky kicks off the season on Sunday 8 February, with 930 […]

  • Food & Beverage

Little Pete Brewing opens first of its kind open-air bar

Little Pete Brewing has opened a new open-air bar at 543 Step Rd, Langhorne Creek, a must-visit South Australia destination for a drink with a view. The first-of-its-kind open-air bar sits on 8ha, surrounded by vineyards and paddocks, with the Bremer River flowing nearby and framed by majestic ancient river red gums. “We always felt […]

  • Events

CENTREPIECE is set to make a splash at AIME 2025

CENTREPIECE is set to make a splash at AIME 2025 with a one-of-a-kind activation that showcases their world-class event capabilities to inspire event planners and decision-makers. CENTREPIECE is located in the heart of Melbourne & Olympic Parks, Victoria’s epicentre for live sports and entertainment and home to world-renowned venues including Rod Laver Arena, AAMI Park, […]

  • Destinations
  • Tourism

NYC Tourism + Conventions announces two exciting new events

NYC Tourism + Conventions has announced ‘NYC Off-Broadway Week 2025’ and ‘Value Family Activities’ events lined up for this year. NYC Off-Broadway Week 2025 2-for-1 ticket sales for this event have begun with this season’s program featuring 29 Off-Broadway performances, including 18 new participants. The twice-yearly program runs from 17 February through 9 March with […]

  • Events
  • Tourism

Jeju wins bid to host 2028 Asia-Pacific Microscopy Conference

The Korea Tourism Organization (KTO) has successfully secured the 14th Asia-Pacific Microscopy Conference (APMC14) for Jeju in November 2028. This was achieved in partnership with the Korean Society of Microscopy, Jeju Special Self-Governing Province, Jeju Convention Bureau, and Jeju International Convention Center. Korea was selected as the final host after strong competition at the 13th […]

  • Cruise
  • Food & Beverage

Oceania Cruises sets new standard for onboard dining: one chef for every 10 guests

Oceania Cruises, renowned for The Finest Cuisine at Sea, has set a new standard for onboard dining with an exquisite new menu evolution in The Grand Dining Room. Launching on its newest 1,200-guest ship, Allura, in July 2025, the reimagined menus introduce over 270 brand-new recipes, from curated Signature Eggs Benedict breakfast selection to a chic French […]