Case Study: VisitScotland attracts more Millennial visitors with Nosto’s UGC-powered Instagram travel experience

VisitScotland Attracts Millennials With UGC-Powered Instagram Travel Agency

VisitScotland, Scotland’s national tourism board, wanted to attract more Millennial travelers by making holiday planning feel more authentic and social-driven. Using Nosto’s Stackla-powered user-generated content platform, VisitScotland created the world’s first Instagram travel agency in London to replace traditional brochures with real traveler photos and inspire trip planning through Instagram content.

Nosto helped VisitScotland curate and segment UGC by themes like region, food, and heritage across digital screens and marketing channels. The campaign drove a 37% increase in average Instagram follower net growth during the pop-up week, generated more than 192 media mentions, and contributed to a 34% rise in overnight visits from London Millennial audiences between 2013 and 2016.

VisitScotland

Laura Mitchell

Assistant PR Manager