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New technology resource helps tourism businesses 'Shine Online'

01 December 2011

Issued on behalf of Tourism Intelligence Scotland

Tourism companies are being urged to grow their business through technology with a new online resource published by Tourism Intelligence Scotland (TIS), as part of its 'Opportunities for Growth' series.

'How to Shine Online' features practical 'how to' guides, hints, tips, ideas and case studies on making the most of the latest technology including social media.

Using step by step practical guides, operators will be able to find out how to create a buzz about their business, turn interest into bookings, enhance the visitor experience, build on their success and stay one step ahead.

Audrey MacLennan, Senior Tourism Manager at Highlands and Islands Enterprise said: "Social media has grown phenomenally quickly as a communications channel over the last few years and is now a key aid for potential visitors as they plan and book their trips. It's therefore vital that tourism businesses of all sizes know how to make the most of the opportunities presented by this new media and pick the best options to help them grow.

With a little guidance tourism operators will find that using social media helps them to reach large numbers of potential visitors quickly and in a highly cost-effective way".

A series of downloadable factsheets, all written in plain English and minus any 'tech-speak', will walk businesses through the technology and how it works, explaining how to keep in touch with customers through Facebook, communicate with their market using Twitter, tailor their website for their audience, get smarter with payment handling, build their online reputation with TripAdvisor, use the right 'netiquette' and get ready for future technologies including Web 3.0 and 4G.

Top tips include making a point of responding to customer reviews, using Google Alerts to keep track of your competition, using RSS feeds to make new content on your website available to your target audience, running competitions on Facebook to encourage interaction, and adding meaningful updates to Twitter that will engage and intrigue.

Daniel Edward Craig, author and hotel consultant "Whether you're a beginner or a seasoned expert, Tourism Intelligence Scotland's website is an essential resources for understanding online marketing and social networking, harnessing its potential, and using it as a competitive advantage."

  • How to Shine Online has been published by Tourism Intelligence Scotland, as part of its Opportunities for Growth series, aimed at helping businesses make the most of new and emerging opportunities in the sector. The guide is available to businesses who register at
  • For further information contact Jennifer Medcalf at Tourism Intelligence Scotland on 0131 449 8838 or email
  • Tourism Intelligence Scotland is a joint venture developed by Scottish Enterprise, Highlands and Islands Enterprise and VisitScotland, in partnership with the tourism industry, to stimulate growth and innovation in tourism.
  • Other guides in the Opportunities for Growth series include: Knowing Our Markets...Scotland's Visitors; Scottish Tourism in the Future; Walking Tourism; Listening to our Visitors; Golf Tourism; Adventure Travel; Mountain Biking Tourism; and Sailing Tourism.


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