Introduction from Victoria Harvey, Development Manager
Welcome to the April to June 2023 quarterly edition of our regional industry update for the Outer Hebrides, with an overview of some of the ways we’ve been promoting and supporting tourism in the islands over the last few months.
With the season in full swing - and with a challenging start to our visitor season – we’ve been hearing encouraging signs from tourism and events businesses about the season. The appetite for holidaying in Scotland, and especially in our islands, is strong from both the domestic and international markets.
The islands have been buzzing with events We had HebCelt on the Lews Castle Green (12-15 July) and then on Benbecula the incredible Eilean Dorcha Festival (27-29 July).
We're also so pleased to announce that Tattoo Metagama (11 - 12 August) was awarded funding from our EventScotland team for its celebration of Hebridean Homecoming with a fringe of events including a Grand Concert and Parade in Stornoway culminating in a family-friendly Tattoo on the green.
This event commemorates 100 years since the SS Metagama set sail to Canada following the SS Marloch seeing hundreds of Hebrideans seeking a new life across the Atlantic.
Read on for more information on our activity to support tourism and events in the Outer Hebrides, and promote the fantastic things to see, do and enjoy across the islands.
Scotland and UK Press activity
We work closely with Scottish and UK media to raise awareness of our work to promote the Outer Hebrides to visitors, and how we offer support for the industry. Some of the most recent highlights include:
- A press release (in English and Gaelic) about the launch of a series of new online resources to help tourism businesses in the Outer Hebrides. This encouraged them to consider how they can tackle climate change and meet consumer needs.
- A press release (in English and Gaelic) about a report highlighting how the Outer Hebrides helped contribute to the success of Year of Stories 2022.
- Victoria provided a quote for a press release about a visitor attraction that received its Four Star Quality Assurance and Taste our Best awards.
Global PR for the Outer Hebrides
Global PR - UK activity
- Traigh Mheilein beach on the Isle of Harris was included in a Daily Mail Online article on the 10 best beaches in the UK. This location ranked no.2 on the list.
- A Sunday Mirror (print) article on "Celtic delights" which promotes St Kilda and its renown for incredible birdlife, including the UK's largest colony of Atlantic puffins.
- The Telegraph (print) article on the best beaches, which includes Scarista Beach.
Sea Kayaking with Clearwater Paddling at Vatersay, Outer Hebrides
- Outer Hebrides focused print article within regional French newspaper, Le Republical Lorrain, which includes Harris & Lewis, Barra, North Uist and South Uist
- In Germany, an article on Scottish island's featured Uist and was picked up by online travel magazine Reisen Exclusiv
- German regional newspaper, Donaukurier, published a print feature on hiking the Hebridean Way
Aerial view of South Uist, Outer Hebrides
- As part of our Scotland Week activity, we had The Hebridean Baker as an ambassador at the North America teams media lunch. He introduced guests to Gaelic and the Outer Hebrides. The team have conducted follow-up with attendees and continue pitching around his story and the islands
- HebCelt was included in our May communications which showcased festivals which offered insights into local communities and traditions
- Worked with a journalist for Adventure Cycling (US publication) with interest in cycling the Hebridean Way during September 2023
- Working with a journalist travelling on an Adventure Canada cruise in July, as part of the trip they will visit Lewis
- Our communications focused on Scottish islands, which featured Uist, was picked up by seven Chinese online media outlets. This included toutiao.com, with a reach of 2.5 million readers, and baijiahao.baidu.com, with a reach of 33 million readers in April 2023.
Hear from Stornoway iCentre
We’ve seen a lot of cruise ships in the harbour over the past few weeks. It’s nothing compared to how it'll be next year when the Deep Water Port opens, and it's been delightful meeting people from all over the world. Often they're on their way to Iceland, Kirkwall or Lerwick.
The HebCelt festival took place directly behind us (but across the water), so it was wonderful to see the town gearing up. Bunting suddenly appeared everywhere, and the shops were full of musical inspired windows. It’s such a joy.
We're expecting a wide range of people into the iCentre over the remainder of the summer, and we look forward to welcoming all our visitors.
Pop in and say hello!
Our team of welcoming and knowledgeable staff are always on hand to help you, and your visitors. Pop in and say hello to our iCentre teams – they'd all love to hear from you.
Find and contact Stornoway iCentreScotland's Year of Stories evaluation
The results from the latest Themed Year, Scotland’s Year of Stories 2022, have now been published. Our new report highlights the significant benefits it brought to Scotland and its communities.
Over 1.4 million people attended a total of 201 funded events which were designed to share and celebrate Scotland’s stories.
Find out more about the full impact of Scotland's Year of Stories 2022 with key insights, learnings and results.
Read the full evaluationFuture Themed Year
We asked for your help to scope out options for a future Themed Year. Our Themed Years celebrate the very best of Scotland and its people.
The survey is currently closed.
More details to follow.
Key statistics on social media
4.32 million
reached through Outer Hebrides content across our channels
236,000
reached by our top performing post featuring Isle of Harris
more than 256,500
engaged with Outer Hebrides content
more than 20,000
video views of Outer Hebrides content