Boosting Scotland’s Tourism and Hospitality: Harnessing the Power of Influencer-Generated Video Media
Research shows that 80% of travelers watch online videos while researching vacations, and videos generate 1,200% more shares than text and images combined.
Scotland’s tourism and hospitality sector is a cornerstone of the nation’s economy, contributing significantly to jobs, revenue, and cultural exchange.
In 2024, international visitors alone made 4.4 million trips to Scotland, spending £4.0 billion and staying for 30.7 million nights.
Domestic tourism has also seen robust growth, with 7.7 million overnight trips generating £2.8 billion in the first three quarters of 2025, marking a rise of over 20% compared to the previous year.
Yet, despite these impressive figures, there’s untapped potential for expansion. One transformative approach lies in amplifying the use of influencer-generated video media—a strategy that could propel Scotland’s appeal to new heights by leveraging authentic, engaging content to attract global travelers.
The Rising Influence of Video Content in Tourism
In today’s digital landscape, video has emerged as a dominant force in shaping travel decisions. Research shows that 80% of travelers watch online videos while researching vacations, and videos generate 1,200% more shares than text and images combined.
For tourism destinations, this translates to higher engagement and conversion rates: landing pages with video can boost conversions by 80%, and video ads often achieve click-through rates (CTR) of 2.3% compared to 1.0% for static images.
Influencer-generated videos, in particular, add a layer of authenticity and relatability. Unlike polished ads, these clips—often created by travel bloggers, adventurers, and lifestyle creators—feature real experiences, from hiking misty Highland trails to savoring whisky in cozy pubs.
Studies indicate that informative, entertaining, emotional, and authentic video content positively influences perceived usefulness and ease of use, ultimately driving travel intentions. For Scotland, with its dramatic landscapes and rich heritage, such content could turn passive viewers into active visitors, fostering growth in both tourism arrivals and hospitality bookings.
Scotland’s Current Landscape: Influencers Already Making Waves
Scotland isn’t starting from scratch. Organizations like VisitScotland have actively collaborated with influencers to showcase the country’s charms.
For instance, VisitScotland has sponsored creators such as Zoë (family and lifestyle), Julia Bryce (Scotland food and travel), and Lauren Smith (Scottish Gaelic and lifestyle). Top Scottish travel influencers like Tartan Viking (843.4K Instagram followers), Chris Lawlor (661.1K followers), and Bryan Millar Walker have built massive audiences by sharing captivating videos of Highland adventures, urban explorations in Edinburgh, and cultural gems.
On platforms like X (formerly Twitter), VisitScotland regularly posts short videos highlighting seasonal beauties, such as autumnal walks in Angus or encounters with Highland cows, garnering thousands of views and engagements. Influencers like Bryan Millar Walker have created immersive content that portrays Scotland as a “warm welcome, a deep breath, a feeling,” resonating with audiences and promoting it as a place to live, work, study, and visit.
These efforts align with global trends where short videos on platforms like TikTok and Instagram Reels have boosted tourist inflows—destinations with high video views on YouTube, for example, see correlated increases in visitors.
A notable example is the rise of “internet celebrity cities” through short videos, as seen in cases where viral content led to tourism booms, such as a Tibetan influencer’s promotion of Litang County, which saw a 158.1% year-on-year increase in tourism income. Scotland could replicate this by scaling up influencer partnerships.
Strategies for Amplifying Influencer Video Media
To harness this potential, Scotland’s tourism boards, such as VisitScotland and the Scottish Tourism Alliance, should adopt a multifaceted strategy:
- Expand Influencer Networks: Build on existing initiatives like VisitScotland’s Content Creator Network, which brings Scotland’s scenery and experiences to life on social media. Target micro-influencers (10K-100K followers) for niche audiences, such as adventure seekers or foodies, alongside macro-influencers for broader reach. Encourage videos focusing on underrepresented areas like the South of Scotland or sustainable tourism spots.
- Leverage Platforms for Virality: Prioritize short-form videos on TikTok, Instagram, and YouTube, where engagement is high. For example, hashtags like #ScotlandTravel have amassed billions of views, and influencers like Niamh MacKinnon (260.5K TikTok followers) achieve engagement rates over 12%. Government-backed campaigns could incentivize user-generated content through contests or collaborations.
- Integrate with Hospitality Partnerships: Hotels, restaurants, and attractions should co-create content. Imagine influencers filming “day in the life” videos at boutique Highland lodges or Glasgow eateries, directly linking views to bookings. This could boost occupancy rates, especially in off-peak seasons.
- Data-Driven Targeting: Use analytics to measure impact—track metrics like video views leading to website traffic or bookings. With forecasts predicting 44.3 million UK inbound visits in 2025, spending £34.6 billion, targeted video campaigns could capture a larger share for Scotland.
| Strategy Element | Potential Impact | Example Metrics |
|---|---|---|
| Influencer Partnerships | Increased authenticity and reach | 1200% more shares than static content |
| Short-Form Video Focus | Higher engagement | 27x more engagement on video ads |
| Hospitality Integration | Direct bookings boost | 80% conversion increase with video |
| Analytics and Measurement | Optimized campaigns | Correlated views to visitor numbers |
Benefits to the Hospitality Sector
The hospitality industry, which employs 245,000 people in Scotland and generates £9.4 billion in turnover, stands to gain immensely. Influencer videos can highlight unique offerings like golf tourism (£300 million annually) or whisky experiences (over 2 million visitors to centers). By showcasing farm-to-table dining or eco-friendly stays, videos can attract high-value tourists, extending stays and increasing spend. Moreover, in a post-pandemic world, videos emphasizing safety and sustainability could rebuild confidence, aligning with trends like domestic “staycations” that saw 76.8 million day visits in 2024.
Addressing Challenges
While promising, challenges exist. Over-reliance on influencers risks inauthentic content or saturation. Solutions include vetting creators for alignment with Scottish values and diversifying content to avoid overcrowding popular sites.
Budget constraints can be mitigated through partnerships with platforms or grants for small businesses. Finally, measuring ROI requires robust tools, but with 64% of viewers influenced to book after watching videos, the returns justify the investment.
Conclusion: A Video-Driven Future for Scottish Tourism
By embracing influencer-generated video media, Scotland can supercharge its tourism and hospitality sectors, drawing in millions more visitors and billions in revenue. From the rugged Highlands to vibrant cities, authentic videos have the power to inspire wanderlust like never before. With strategic implementation, Scotland could not only recover but thrive, positioning itself as a must-visit destination in the digital age.
