In recent years, AI has gone from a niche buzzword to something we use in everyday apps and communication. Technological change continues at pace and impacts all areas of our lives. The tourism and events sector is no different, with digital channels playing a huge role in the visitor experience and how we communicate with our visitors.
This month, I’ve taken up post as Chief Executive of VisitScotland, following five years as Director of Marketing & Digital. Looking to the future of the organisation, digital technologies present us with immense opportunities– if harnessed in the right way.
Across all our work, including in market development, we’re seeking to grow the value of tourism and events to Scotland in a sustainable way. We inspire and inform key markets with the aim to drive visits to Scotland, in turn generating a positive impact on our economy and our communities.
For many years, social media was the biggest disruptor in the sector, particularly with the advent of influencers. Their ability to engage directly with their audiences saw them become an important part of VisitScotland’s marketing strategy. It’s clear that social media continues to play an important role in influencing travellers. Expedia’s Path to Purchase study found social media platforms are used for inspiration, recommendations and even to find trip deals.
The widespread accessibility of AI has shifted the digital landscape further. AI is now embedded in the platforms we use to monitor our social media channels – this enables us to access data insights, to see what’s trending and driving online conversations. Then, using our own expertise and skills, we can tap into these to capitalise on the topics and trends of the moment.
AI is also being used by visitors to help them plan trips. According to Marriott Bonvoy’s 2024 Future Travel Trends, a fifth of UK travellers have used AI to help them plan a holiday, with 93% of them influenced by the results. Decisions around accommodation (25%) and what time of year to travel (25%) were some of the main uses.
Like all new technologies, there can be risks. We want to use AI in a way which supports our ambitions without jeopardising Scotland’s credibility or success as a destination. New Generative AI tools can produce written articles or recommendations at the touch of a button. Last year, our own content team tested out ChatGPT as a travel expert, asking it to offer up tips for places to visit in Scotland. They discovered that AI lacked that local insight and insider knowledge, did not take account of responsible tourism principles and chose places that were simply some of the most popular — which is at odds with ensuring tourism benefits both people and planet.
To navigate these new developments, authentic, trusted content from us and our industry partners will be more important than ever to meet our sustainable tourism ambitions. And despite digital being at the heart of our own approach to growing the visitor economy, personal connections and the warmth of our passionate people will remain central to Scotland’s offer as a destination.
As we move forward, we must understand and embrace new technologies, while continuing to use our own expertise to ensure authenticity and accuracy. By sharing Scotland’s experiences in this way, we will continue to reach the right audiences, at the right time, to grow the value of the visitor economy.