Victoria Taylor

What if your holiday could help a community thrive long after you’ve gone home? Tourism’s future is about how we travel, not just where we go. The Share & Repair Network Tourism Fund shows that when visitors borrow, repair, and reuse, they don’t just reduce waste—they create connections. They meet the people who run local tool libraries, learn the stories behind repair cafés, and discover that sharing isn’t just practical, it’s part of the culture here in Scotland. For me, as someone who works in tourism marketing, this is the heart of what makes a trip memorable. It’s the small businesses, community projects, and everyday moments that give visitors a sense of place—and keep them coming back. Sustainability in tourism isn’t just an environmental choice. It’s a way to help our communities thrive and ensure Scotland remains a destination where people feel welcome, involved, and inspired. #ScottishTourism #SustainableTravel #ResponsibleTourism #CircularEconomy #CommunityTourism #scottishtourismexpert

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Rethinking the Family Visitor Experience through ACE Baker Richards’ latest research into the family visitor market is a goldmine for anyone shaping experiences — especially when you look at it through the lens of Amplified Customer Experiences (ACE). Key insights: Families are investing in memories, not just tickets Over 60% of families spend £100+ on a day out, often more than planned. They are buying moments and connections, not just entries. That’s a signal to elevate emotional value in every part of the visit. “Family” is no longer one-size-fits-all Only 41% fit the traditional ticket model. The rest are blended, single-parent, or multi-generational groups. Pricing and programming must meet today’s family realities. Accessibility is mainstream 41% of families have a child with Special Educational Needs. Inclusion must be part of our DNA, not an optional extra. Plan early, book late Families research weeks ahead, yet almost half book within 48 hours. This is an opportunity to create an early emotional hook and a late-stage conversion push. Three distinct segments Wildlife Explorers, Value Planners, and Discovery Seekers — each needs a different tone, value story, and experience design. What does this look like against the seven ACE pillars? : Pillar 1. ACE Leadership/Culture: Create a team culture that genuinely welcomes every family type. Pillar 2. ACE Strategic Resource Planning: Allocate people and facilities to match peak times, last-minute bookings, and accessibility needs. Pillar 3. ACE Inductions/Onboarding: Train new team members to understand and empathise with all family segments from day one. Pillar 4.  ACE Training: Equip your team to deliver experiences that connect emotionally and adapt to different needs. Pillar 5. ACE Recognition & Reward: Celebrate team members who create stand-out family experiences. Pillar 6. ACE CX Strategy: Build offers and communications that reflect diverse audiences and booking behaviours. Pillar 7. ACE Resources, Tools, Tech & AI: Use data to personalise offers, predict demand spikes, and remove friction. When we align research insights with the ACE pillars, we move from good customer experience to amplified customer experience — the kind of experience families remember, share, and return for. Read the full research here: https://lnkd.in/gt-tUCtF #CX #ACEFramework #FamilyExperiences #AudienceSegmentation #ExperienceDesign

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The Association of Leading Visitor Attractions (ALVA) has released the visitor figures of its members for 2025 today (Friday, March 20, 2026) during English Tourism Week and Scottish Tourism Month. The total number of visits to 409 ALVA sites in 2025 was 165 million, which was a 2% increase on the previous year but still represented a decline of 7% on the 170 million visits in 2019 to the top ALVA sites. Read more: https://lnkd.in/gJiYZd3Q

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New competitive socialising concept Gameface to launch in Manchester: A new competitive socialising concept called Gameface is to open a site in The Printworks scheme in Manchester. The concept, which invites visitors to take part in “fast-paced challenges and enjoy sociable moments together”, will be spread across 5,423 square feet, and on the space previously home to Bingo Balls. Due to launch in spring, and having signed a ten-year lease, Gameface has been created by Stretford based Conductr, a creative innovation studio which designs and invents immersive experiences. With a capacity of up to 160 guests, groups can compete in teams of up to six and across ten physical or mental games. Penelope Banton, marketing manager for Gameface, said: “Gameface has been in development for the last 12 months and it’s fantastic to see the vision coming to life at its home in Printworks. As one of Manchester’s most iconic and central venues, it is the ideal setting to introduce Gameface and welcome groups of friends who love high-energy and fast-paced experiences.” Stärka acted for Printworks on the deal.

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🏙️ Glasgow’s visitor economy is growing! The latest Scottish Tourism Economic Impact Model (STEAM) data reports: ✔️ 4.72 million overnight visitors in 2024, up more than 20% on the previous year ✔️ £2.39 billion in direct visitor spend, a 1.9% increase on 2023 and over 50% higher than 2022 ✔️ More than 37,000 jobs supported across the city Growth is being fuelled by the strong mix of culture, hospitality, attractions and major events that make Glasgow such a vibrant place to visit. In 2024, highlights ranged from 115,000 people attending Celtic Connections to a record-breaking conference sector generating £153 million for the economy. Aileen Crawford, Head of Tourism & Conventions at Glasgow Life, said: “These figures demonstrate the vital role tourism plays in Glasgow’s economy and the importance of our city’s visitor offer in attracting audiences from around the world.” Glasgow continues to strengthen its position as a leading destination, with tourism delivering significant benefits for businesses, communities and visitors alike. 🔗 Read more: https://lnkd.in/e_96zNgs

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Our latest insight paper, co-authored with Peter Mandeno (PhD), delves into the significance of ATTENTION as a key metric for event organisers: - While technology can enable accessibility and engagement; it also poses a challenge as it contributes to dividing the audience's focus. Balancing the art of capturing and sustaining attention, while acknowledging the repercussions of distractions, has become increasingly challenging and essential prompting our research and creation of NETWORKING4.0.

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🥽💼 Virtual Reality is revolutionising travel, and it’s only just the beginning. 𝗙𝗶𝗻𝗱 𝗼𝘂𝘁 𝗵𝗼𝘄 𝗭𝗶𝗼𝘅𝗶’𝘀 𝗩𝗥 𝗖𝗵𝗮𝗿𝗴𝗶𝗻𝗴 𝗖𝗮𝘀𝗲 𝗶𝘀 𝗽𝗼𝘄𝗲𝗿𝗶𝗻𝗴 𝗶𝗺𝗺𝗲𝗿𝘀𝗶𝘃𝗲 𝘁𝗼𝘂𝗿𝗶𝘀𝗺. From virtual hotel walkthroughs to immersive museum tours and “try-before-you-fly” destination previews, 𝗩𝗥 𝗶𝘀 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗶𝗻𝗴 𝘁𝗵𝗲 𝘁𝗼𝘂𝗿𝗶𝘀𝗺 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆. It’s not just about entertainment, it’s about accessibility, engagement, and innovation. But delivering great VR experiences requires more than just a headset. Read our 𝗹𝗮𝘁𝗲𝘀𝘁 𝗯𝗹𝗼𝗴 to find out why... ✅ How VR is reshaping travel and tourism ✅ Real-world examples of immersive experiences in action ✅ 𝗪𝗵𝘆 𝘁𝗵𝗲 𝗭𝗶𝗼𝘅𝗶 𝗩𝗥 𝗖𝗵𝗮𝗿𝗴𝗶𝗻𝗴 𝗖𝗮𝘀𝗲 𝗶𝘀 𝘁𝗵𝗲 𝗴𝗼-𝘁𝗼 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗳𝗼𝗿 𝗰𝗵𝗮𝗿𝗴𝗶𝗻𝗴, 𝘀𝘁𝗼𝗿𝗶𝗻𝗴, 𝗮𝗻𝗱 𝘁𝗿𝗮𝗻𝘀𝗽𝗼𝗿𝘁𝗶𝗻𝗴 𝗩𝗥 𝗸𝗶𝘁𝘀 - 𝘄𝗵𝗲𝗿𝗲𝘃𝗲𝗿 𝘆𝗼𝘂𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝘁𝗮𝗸𝗲𝘀 𝘆𝗼𝘂. 🧳 Whether you’re in hospitality, museums, exhibitions, or the tourism industry, this blog is for you. 👉 Read the full article here: https://okt.to/JwjG4W #VR #TravelTech #TourismInnovation #VirtualReality #Zioxi #EdTech #MuseumTech #ImmersiveExperience #ChargingCase #SmartStorage #TechInTourism

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The Scottish Tourism Alliance (STA) and the Association of Scotland’s Self-Caterers (ASSC), supported by a broad coalition of industry bodies, want the Scottish Government to make the change through an Expedited Visitor Levy (Scotland) Reform Bill. They say the percentage-based model requires operators to strip out non-accommodation elements, such as meals or cleaning fees, before applying the levy. Major online platforms such as Booking.com and Expedia have said this has technical challenges. Fiona Campbell MBE Campbell, CEO of the Association of Scotland’s Self-Caterers and Vice Chair of the STA Policy Working Group, said: “Scotland’s tourism and hospitality businesses have worked in good faith to make this system work, but the evidence is now overwhelming: the percentage model cannot function in practice. “A flat, per-night levy is not only simpler and fairer, it aligns with international best practice and consumer law. “Ministers have shown openness to reform – now we need urgent action to deliver it. This is not retreat, but responsible reform that supports fairness, clarity, and sustainability.” https://lnkd.in/eNdJ5UAU #VisitorLevy #TouristTax #Scotland Iain Muirhead Ralph Averbuch Anna Scott Myah Thomas Marc Crothall MBE Klara Lind Caroline Millar Cathy Craig David Weston David Smythe Sharon Luke Laurence Malyon

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I’m incredibly proud to share the exciting work we’re undertaking at Katapult | B-Corp Certified in partnership with the University of Birmingham and Drayton Manor Resort Together, we’ve launched a four-year PhD research study exploring the future of neuroinclusion in themed attractions design — and how our industry can better support the 20% of the population who are neurodivergent. This isn’t about “tick-box” accessibility. It’s about moving towards evidence-based design principles that enable choice, predictability and autonomy — creating environments that are enabling rather than disabling. Through this collaboration with Dr Catherine Manning and PhD researcher Hayley Green, we’re addressing some fundamental questions: • How do we design for different sensory thresholds — from sensory seekers to those who need lower stimulation? • How do we build flexibility into environments without losing the magic of themed experiences? • How do we move beyond “quiet spaces” and instead design meaningful recovery and regulation zones? • How do we equip frontline teams with the empathy and understanding needed to truly support neurodivergent guests? What’s particularly powerful about this research is that it combines academic rigour with lived experience — ensuring the outcomes are practical, measurable and genuinely impactful. Neuroinclusion is no longer a peripheral consideration. It is a core design responsibility. If you’re interested in how evidence-based design can transform guest experience — and why predictability, choice and empathy-led training matter so much — I’d really encourage you to listen to the latest episode of the Katapult podcast featuring Dr. Catherine Manning and Robbie Jones. It’s a powerful conversation. You can listen to the Podcast here: https://lnkd.in/eG7YzvdA #Neuroinclusion #Research #ThemedEntertainment #InclusiveDesign #UniversityOfBirmingham #Innovation

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Scotland’s tourism businesses: we want to hear from you. Whether you run a hotel, operate seasonal tours, or manage attractions, the tourism sector continues to face pressures and opportunities in equal measure. The QEI helps capture that complexity. From staffing shortages to shifting demand, your insight shapes how tourism is understood and supported at policy level. It only takes a few minutes to complete, and it ensures your reality is part of the national picture: https://lnkd.in/egVGDWrb

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Unlocking the Potential: The Power of Inclusive Marketing This series of 4 powerful sessions from Visit Scotland aims to increase the understanding and capability of tourism businesses to provide an inclusive visitor experience. The series has been designed to take businesses on a journey from raising awareness of the accessible tourism market, learning about marketing insights and the resources available to marketing and practical insights to help you enhance your spaces and better meet the needs of a diverse range of visitors. Get all the info now at https://lnkd.in/eNBYikMM

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“Confidence across Scotland’s tourism industry has weakened significantly, and these snap survey results are a clear indicator of just how stretched businesses are. Although many businesses are telling us that trading has been strong in terms of top-line sales, the bottom line is squeezed. In nearly all cases, businesses are telling us that as a result of shrinking margins, plans for any investment are severely constrained. “Many businesses have made all the redundancies they can, are running lean and have no room left to reduce staffing without cutting services or compromising the visitor experience. Employers are increasingly relying on staff to take on multiple roles just to keep their doors open” “The message from this survey could not be clearer - even slight increases to the costs of doing business will cripple many tourism and hospitality businesses. The Scottish Tourism Alliance (STA) Rt Hon Rachel Reeves Shona Robison Association of Scotland's Self-Caterers FSB Scotland UKHospitality Scottish Financial Enterprise Richard Lochhead Ivan McKee Anas Sarwar UKinbound ASVA : Association of Scottish Visitor Attractions Sandy Bloomer Scottish Licensed Trade Association David Weston Rebecca Brooks https://lnkd.in/evRfxBc2

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A huge opportunity for rural businesses and creative practitioners to create visitor experiences and trade product for the tourism industry.

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The domestic (UK) market is key to our visitor economy, accounting for 71% of all visits to Scotland. But with cost pressures continuing to impact consumer confidence and forward bookings, concerted effort and collaboration are key to shaping attractive offerings and strengthening demand. Here’s some of the work VisitScotland and partners are doing to stimulate domestic tourism👇

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"The adventure for Scottish tourism has just begun" Hear from our Managing Director Lee Wood in The Scotsman today, sharing his thoughts on how accessibility, wellbeing-led experiences and adventure destinations like Lost Shore Surf Resort has the potential to play a pivotal role in Scotland’s visitor economy. 🔗 Read more: https://lnkd.in/eHdhi8c8

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Beckons, the new brand for the alignment of Baillie Lodges and Tierra Hotels revealed last week, could expand its luxury lodge portfolio into the touring space, says CEO Michael Crawford. Read more here: https://lnkd.in/gdSzC2cd

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ICC Wales and The Business of Events Launch Extensive UK Research to Help Shape a More Inclusive Industry https://lnkd.in/d66MD3k6 #EventProfs

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