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  5. How to create business listings

How to create business listings

8 minute read • Last updated: 25 February 2025

Listing your business on tourism marketing websites gives you exposure to a global audience actively seeking Scottish travel experiences. 

There are many platforms which you can feature your business for free and further amplify your online presence including VisitScotland.com, Google and Tripadvisor. 

In this article:

  • What to include in any business listing
  • Get a business listing for visitscotland.com
  • Get your event listed on visitscotland.com
  • Claim your free Tripadvisor listing
  • Other listing opportunities

What to include in any business listing

It is vital that you check all your web listings regularly, keeping all information and links updated and accurate. Discover how to get the most out of your listings that will help you attract visitors and stand apart from the competitors. 

  • Contact details

    Clearly display your business address, email, and website links. Offering concise, accurate contact information helps visitors feel confident about connecting with you. 

  • Opening times

    Always make sure your opening times are up-to-date including seasonal opening, days of the week and times of the day.

  • Compelling visuals

    Use high-quality images and video to highlight what you offer – show customers what it would be like to visit your business and enjoy your experience.

  • Highlight responsibility

    Showcase responsible tourism initiatives, such as eco-friendly accommodation, local sourcing of products, or sustainable wildlife and heritage experiences.  

  • Booking integration

    Check if you can include a booking link. This streamlined approach encourages higher conversion rates and helps potential customers book with confidence.

  • Your information

    Your name, connection with the business, and email address.

  • Type of property

    You might have to provide extra information depending on the type of business you want to list. For example, a hotel will have to submit the following:

    • price range 
    • if you have on-site staff and security 
    • front desk staffing details 
    • if bathrooms are en-suite 
    • if room cleaning is included 
    • minimum stay requirement 
    • total number of rooms 

  • Accessible features

    Provide clear and accurate information about your accessibility features so that customers can make an informed decision about whether you are the right inclusive business for them.

  • Top tip

    Ensure you use the same details consistently across all platforms, particularly for location which puts a marker on a map to show the exact location of your business.

Get a business listing for visitscotland.com

hiker stands by snowy banks of a loch with snow covered hills in the background

Snowfall at Loch an Eilein

© VisitScotland / Kenny Lam

VisitScotland’s consumer website, visitscotland.com, helps visitors find the information they need to plan and book their trip to Scotland. The website promotes the key strengths, attractions, and experiences of every region of Scotland.

VisitScotland works to ensure Scotland can compete on the world stage. The content on the website is tailored by market and translated into five key European languages – French, German, Italian, Spanish and Dutch.

The website is based around extensive testing and customer surveys, ensuring it meets the needs of users as they move through the customer journey from inspiration to planning and booking.

Business listings are available free of charge for a range of sectors including accommodation providers, attractions, food and drink businesses, retailers, activity providers, and tour-based businesses.

Having a business web listing on the website can help you maximise bookings and give another channel for your marketing. Customers can click directly from the listing through to your website or social media channels.

There is also the Business Enquiry Team who can help you to get everything set up.

How to get a listing on visitscotland.com

There are two routes to get a listing depending on what type of business you are.

Accommodation, attractions, retail, and other tourism businesses (not tours)

  • Check that your business is eligible

    Please read these criteria and terms & conditions before applying for a business web listing on visitscotland.com.

    Web listing criteria and terms & conditions - Published September 2023 | PDF 0.1MB

    If your business operates in Scotland for the benefit of visitors to Scotland, you qualify for a free business web listing.

    • accommodation providers
    • visitor attractions, activities, or experiences
    • places to eat and drink
    • transport providers
    • local retail establishments

    Please note that all requests will be reviewed individually. We reserve the right to refuse any applications based on the web listing criteria.

  • Fill in our online form

    Before you start, you'll need:

    • an image
    • a short teaser description and a main, more detailed, description
    • company information
    • contact details

    Register for a VisitScotland.com web listing.

  • Complete your business web listing

    Once you've been approved, we'll send you a login for our extranet. There, you can manage your listings and add extra information, such as additional images, your product prices, and opening times.

    When adding pictures, you must have copyright for all images.

  • Update your listing

    Once your web listing is live, you can update it yourself at any time in our extranet.

    Find out more in the VisitScotland extranet user guide.

Tours

We have a dedicated system for tour operators who provide tours of Scotland.

  • Register with our tour management system

    Designed with help from Scottish tour providers, we have a dedicated system that allows you to create multiple tours. You can add special features to these, such as destinations, starting points and transport types.

    Sign up for a VisitScotland tours listing.

  • Enter your company details

    Once you're registered, you can log in to create an account and submit your company information. This information then goes to our Business Enquiry Team who will approve you as a new tour operator in the system.

    We'll send you an email notification once we've approved your company profile.

  • Start creating your tours

    Once your company/operator profile has been approved, you can create and publish your tours. If you need help, find out how to contact us and our team will be happy to assist.

    Please note you can only publish tours of Scotland. When adding pictures to your operator profile and tour listings, you must have copyright for all images.

  • Update your listing

    You can update your tours at any time via your Tours Management System.

    Find out more in the VisitScotland tour management system guide. 

Get your event listed on visitscotland.com

If you have a one-off event that you’d like to promote then why not feature it on visitscotland.com – it’s completely free.

The site is seen by 22 million visitors a year and available in multiple languages meaning its a great way to increase an upcoming event’s exposure to visitors to your area.

You'll be asked to fill in a short form that's hosted by third party Data Thistle, which will allow for the inclusion on other third party sites such as The List. This means even greater exposure for your event and the opportunity to reach new and wider audiences.    

You can read our approval guidelines before you submit an event on visitscotland.com. 

Submit your event for visitscotland.com. 

Claim your free Tripadvisor listing

With 490 million average monthly users, Tripadvisor aggregates information and reviews on attractions and businesses. It’s free to claim your listing which lets you respond to the reviews and build trust with potential customers.

How do I set up a Tripadvisor listing?

Check whether there is already a listing for your business and claim it as soon as possible – a listing is created when a customer leaves a review. Tripadvisor only allows one listing per property, so you should always claim the existing listing.

If your business does not appear on Tripadvisor yet, you can follow the steps to create a listing.

Set up a Tripadvisor member account to claim your listing and verify your business ownership.

Follow the steps to claim ownership of your Tripadvisor business listing

Read about listing guidelines on tripadvisor.com.

Please note - Tripadvisor does not list accommodation that is for exclusive vacation rental.

Register your holiday rental on rentals.tripadvisor.com.

How do I verify my business?

Once logged in to your Tripadvisor member account, you can verify your business ownership by submitting a government-issued photo ID or receiving a phone call to your business. 

Tripadvisor recommend using the Photo ID method for the most streamlined way to get verified – just upload a clear photo of your government identification, such as your passport or driver's licence, and take a quick face verification photo.

See more about business verification

How do I respond to reviews?

Once you are registered and verified and can access the Management Centre, you can begin responding to reviews. Make sure to sign up for email notifications so you’re alerted when someone publishes a new review.

Find more tips on managing customer reviews

How do I track my performance?

One of the features Tripadvisor offers is a popularity ranking system. This shows the businesses that are performing well in a given area. Tripadvisor bases your popularity ranking on:

  • the quality and quantity of your reviews
  • how recent your reviews are
  • the consistency of those reviews over time

You can track your performance in the Management Centre.

Collecting high quality reviews, consistently, is the best way to improve your popularity ranking. To help with review collection, Tripadvisor offers a variety of tools.

  • check out Tripadvisor's review express
  • use Tripadvisor's review reminder tools
  • check out Tripadvisor's review collection partnerships

Top tips

People view hotels with 10 or more business photos more than those with fewer photos.

Properties that respond to at least one out of every two reviews are 24% more likely to receive booking enquiries.

  • Accommodation providers

    People view hotels with 10 or more business photos more than those with fewer photos.

    Properties that respond to at least one out of every two reviews are 24% more likely to receive booking enquiries.

  • Food and drink providers

    It’s important to share mouth-watering photos of your food. Or share pictures that give potential diners an idea of the atmosphere. Think "romantic" or "family-friendly".

    Select an engaging primary photo to help you make a strong first impression with potential visitors. Change this frequently to keep your listing fresh.

  • Experience providers

    Want your existing customers or passers-by to know you’re listed on Tripadvisor?

    Request a Tripadvisor Sticker in your Management Centre to prominently display at your business. Or incorporate a digital sticker onto your own business signage.

Other listing opportunities

two couples chatting cheerfully beside a camping tent and trailer unit

Wild Braemar, Cairngorm National Park

© VisitScotland / Mat Hay

Google Business Profile

Claiming your Google listing ensures your business appears prominently in Google Search and Maps. Regularly updating images, posts, opening times and contact details can improve your online visibility. 

Find out more about a Google Business Profile

Local Destination Management Organizations (DMOs)

Many regions, such as the Highlands or Aberdeenshire, have their own DMOs like VisitCairngorms or VisitAberdeenshire, often featuring dedicated business listings, event calendars, and social media promotions.

Sector associations and groups

Some sectors have their own websites and members can list their business – examples include Museums Galleries Scotland and Scotland’s Best B&Bs.

Euan’s Guide

If your offering is accessible and inclusive, highlight this by listing on dedicated platforms such as Euan’s Guide. This shows a commitment to responsible and accessible tourism, appealing to visitors with specific needs. Other accessibility directories include AccessAble and Tourism For All. 

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