In a strategic move aimed at adapting to evolving travel trends, VisitScotland has announced plans to close all 25 of its information centres over the next two years. This decision comes as part of a comprehensive strategy shift to target tourists in the crucial planning stages of their trips.
With an increasing majority of travellers turning to online resources for holiday planning, VisitScotland aims to focus its efforts on influencing potential visitors before they even embark on their journeys. This shift reflects the changing landscape of travel planning, where travellers now rely heavily on digital platforms and travel specialists to organise their accommodations, activities, and itineraries.
“We recognise the significant changes in how people plan their holidays,” read the press statement. “The closure of our information centres is a response to this shift, allowing us to redirect our expertise and resources towards a digital-first approach.”
The organisation’s new strategy prioritises digital channels to engage with travellers and promote Scotland as a premier destination. By targeting online platforms commonly used by tourists, VisitScotland aims to enhance Scotland’s global appeal and position it as a “must-visit, must-return” destination.
While the closure of the information centres is set to commence in a phased manner starting from September of this year until March 2026, VisitScotland assures that all centres will continue to operate as usual until their respective closure dates. Furthermore, the organisation is committed to supporting its staff throughout this transition, ensuring that there will be no compulsory redundancies. Discussions are underway with the iCentre teams to explore various options for their future roles.
VisitScotland said it was currently engaging with stakeholders to discuss local arrangements ahead of a phased two-year closure programme.
