Case Study: VisitScotland achieves 34% growth in London Millennial overnight visits with Stackla

VisitScotland Attracts Millennials With UGC-Powered Instagram Travel Agency

VisitScotland, the country's national tourism board, faced a shift in how travellers—especially Millennials—plan trips: social media and authentic user-generated content (UGC) now drive inspiration more than traditional brochures. To tap into this trend and appeal to London Millennials, VisitScotland created a pop-up “Instagram travel agency” in London that replaced brochures with real visitors’ #ScotSpirit photos to showcase Scotland’s landscapes, food and experiences.

They partnered with Stackla to curate and display hundreds of Instagram images on floor-to-ceiling screens and in website widgets, allowing staff to build personalised itineraries from authentic content. The campaign boosted VisitScotland’s Instagram follower growth (average net growth up 37% vs August and 23% vs September during the pop-up week), generated over 192 media pieces including BBC and Metro coverage, and contributed to a 34% increase in overnight visits to Scotland by London Millennials from 2013–2016.

VisitScotland

Laura Mitchell

PR Manager