How To Promote Tourism In Small Scottish Towns

Of all businesses involved in tourism, few have such limited options and resources to promote themselves as those in the Highlands, Islands and small villages and towns across Scotland.

The most cost-effective way to start promoting a B&B, boat trip or guided tour is by providing valuable information. You don't need to hire a journalist or a professional copywriter. Few people would be more qualified than yourself to write about the area where you live in.

Most people are put off by the idea of writing but once you get going you will probably enjoy it. Start slowly, write a page a week and perhaps 2-3 a week in the slow season months. Buy yourself or borrow a good digital camera from friends or neighbours and take pictures you'll then use on the website to complement the information.

Begin by talking about your town or village and the surrounding area. Don't just make it a brief 'What to see in Lochaber' page, for example. It's the area you live in and love, so write passionately about it.

Before selling beds, tours, trips or other services to tourists, you must first sell them the destination. People are never interested in just finding a place to sleep or taking a walk, regardless of the area these may be in.

Things To Do And Attractions

Write about all the things you can do in your area and don't miss a single one. If you can go horse riding, play golf, watch wildlife, walk, sail or fish, mention all of them and don't overlook a single one.

Are there any attractions in your area? Write about all of them and put pictures on the website to let people see what your area has to offer.

If you want to attract tourists with special interests, offer related information that would be of interest to them. If your prospects are interested in walking, for example, provide general tips and suggestions for walking around rural Scotland including information about the Country Code and Rights of Way.

Exploring The Surrounding Area

Write about how your village or town can be used as a base for exploring the surrounding area. Include information about:

• Local transport links, from public buses and trains to the Post Bus and hitch-hiking.
• Driving distances and times, tips for walkers and other information that only locals could give.
• Include information about tide charts, daylight hours, average temperatures, etc.
• Tips for any sport or outdoors activities in your area.
• What tourists coming to your area need -- from waterproof clothing to camping gear, fishing or golf equipment.
• List of places where to rent cars, golf equipment, bicyles, outdoor wear, tour guides, charter boats, etc.
• Suggestions for paths and walks that you think they would like, hidden spots with great views, etc.
• Local news and events, area maps.

Some people will be coming by car, others by public transport so let all your visitors know how they can get around.

Local People

Research shows that people come to Scotland because they want to experience the stunning scenery, the culture and the famous friendliness of Scots. Most people travelling to rural Scotland want to experience the Scottish life and mingle with the locals.

If a website is too distant, prospects feel it right away. A human element behind it, however, can increase trust and confidence more than any sales talk. So let's play on that.

Write about:

• Local stories, legends and myths or ask a local history buff to write about things in your town's history that concentrates on the local people.
• Talk about the local butcher or baker, or about local fishermen. Maybe ask them to say a few words about your town to use on the website along with their picture.
• Scots are famous for their cultural heritage so include pictures of local gatherings and cultural events such as ceillidhs, the Highland Games, and other local festivities.

Photographs

They say a picture is worth a thousand words and online tourists are avid for seeing where they can go, what they can see and where they can sleep. Take pictures of local scenery, wildlife, people, events and of the area itself and put them on the website.

You don't have to write about all these things, but as soon as you touch on a few topics that your competitors don't, you've already gained an advantage over them.

The Truth About Providing Information

Some people might doubt the effectiveness of providing extensive information about their area. They fear that it will change the focus of their website from selling their services to selling the area.

Whenever you have doubts, put yourself in the shoes of a tourist, or better yet, decide to visit an area you've never heard of before and take note of how you use the Internet for your research and planning. What do you notice?

People open their mind more easily to editorial-style information than to sales talk. By providing a carefully balanced mix of the two you stand a better chance of persuading them to make a booking.