Over the summer, SCOTO held online Conversation events, showcasing four very different community run VICs. 

SCOTO Communities across Scotland provide information for visitors in a variety of ways, sometimes as a dedicated service and sometimes as part of another service/facility.  Some of these are commercially self-sustaining, and others are provided completely voluntarily with local people doing rotas who are keen to welcome visitors and help them get the most out of their visit.  Each operation is different, and thanks to these VICs, we have several case studies to inspire and inform any community considering visitor information provision in their local area and keen to understand how others do it. You can read the Case Studies here >

Through our partners we are able to facilitate and fund learning exchanges so if this is something you are seriously looking at and seeing something first hand would help your thinking, then do please reach out and we can scope this out with you. info@scoto.co.uk

Choose an easy-to-find location, preferably in a central area frequented by tourists, such as near popular attractions, transport hubs, or town centres.

You still need to consider your VIC's visibility. Ensure the centre is well-signposted, have an A-frame outside (if allowed by your local council), or even have signposts from local train and bus stations.

If you have found a perfect location but need help with the purchasing of the building then there is help from a number of organisations including: Community Land Scotland, Community Enterprise, DTAS and Scottish Community Alliance.

You can also try your Council who might have Town Centre Development Manager.

Through our summer Conversation events, we found many different ways of running a VIC. Some were fully staffed, some were a mix of staff and volunteers, and many were run entirely by volunteers.

There is no correct version, but here are some points which we have learnt:

• • Volunteers bring passion and local knowledge.
• • Provide training on customer service, local history, and attractions. Familiarity with multiple languages can be beneficial but not essential.
• • Hold briefings or send out regular updates to keep everyone informed about changes, new developments, or upcoming events. This forms a sense of teamwork and ensures that all staff and volunteers are well-prepared.
• • Have shifts for volunteers which can be shorter and more flexible - Callender VIC have 2 hour volunteer shifts.
• • Have a local information folder for staff and volunteers, as not everyone will be updated on everything happening in the area. This could also include accommodations, attractions, and other VICs in the next region.
• • While not everyone enjoyed wearing a uniform at school, even a simple badge or t-shirt can make a big difference. It helps visitors easily identify who they can approach for help and enhances the overall professionalism of the centre. Providing staff and volunteers with recognisable attire also fosters a sense of belonging and pride, reinforcing that they are valued members of the team.
• • Regularly acknowledge the contributions of both volunteers and paid staff and simple gestures like thank-you notes, small rewards, or volunteer appreciation events can go a long way in maintaining enthusiasm.
• • Have an end-of-year feedback session where everyone can feel comfortable providing feedback on their experience. What have visitors been asking for? What have they been buying? This can lead to improvements in how the centre is run and help everyone feel more invested in the centre’s success.

Plan for costs related to securing premises, furnishing, signage, and initial stock (maps, brochures, merchandise) and then ongoing expenses of utilities, salaries, maintenance, marketing, and replenishing stock. Insurance and accountancy costs are very important and should be included even if you are a voluntary organisation.

Many of the VICs we spoke to had a number of income streams which allowed them to be more sustainable. This included:
1. Selling merchandise - Discover Cullen Tourist Information Centre has an online shop which sells throughout the year and supports their summer services and event.
2. Lochness Hub & Travel have a number of services from tours to baggage transfer services as well as electric bike hire and merchanise.
3. Callander Visitor Centre has holiday accommodation above its Centre, which contributes to its running costs alongside its VIC merchandise.
4. Bùth Bharraigh is a shop on Barra, so providing VIC services is not its main role, but the two work well together as many visitors use the shop as their first step on the Island when coming off the ferry.

Many of the VICs were also supported by local Trust and business associations.

As mentioned in Funding and Budgeting section there are a number of services that VIC's offer to bring in income to cover costs and in many cases enable them to take on staff, run other events or other serivces.

Merchandise:

Nearly all the VIC's sold local crafts, souvenirs and other items that promote the area and thats a good model to follow. Visitors want to buy things which remind them of their holiday but they are also looking for something unquie. It was also crucial for the VIC's to sell items not sold in other local shops so they were not in competition with them.

Maps and books were the most popular items to be bought. This included children's books.

Booking Services:

Consider offering services like booking tours, accommodation, or tickets to local attractions. Can you take a commission on these services?

Beach Library

Bùth Bharraigh have a beach library supporting families who are visiting and did not bring a spade or bucket with them.

Free Wifi

Offering free Wi-Fi can attract more visitors and enhance their experience. You could offer charging points for a small fee using safety boxes for phones and laptops with keys.

The most successful VIC's have created a website and maintain social media profiles to reach a broader audience. This can also be useful if you close after the summer season, providing information all year round.

Promote your VIC through local media, Visit Scotland and by partnering with local business, accomodation providers and attractions.

Participate in local events where visitors will attend like the local Highland Games.

Speak to local tour companies that visit your location and let them know you are happy for their groups to visit.

Girvan Tourist Information has volunteer ambassadors who walk around and provide information to visitors and locals about what's happening.

Visitor information maps have always been popular. SCOTO in partnership with Landmark Press can now produce Be Local branded visitor information tear-off countertop and folded maps for your community. This offer is open to all SCOTO Enterprises as one of your Enterprise benefits.

Regularly collect feedback from visitors to assess their satisfaction and identify areas for improvement.

Track key performance indicators such as visitor numbers, where visitors are from, revenue, and service quality to ensure the centre meets its goals.

This information not only can be used to improve your services but is also useful for funding applications.