My Scotland Number One

Now working with a number of clients across Scotland within the tourism industry and with the weather allowing for longer weekdays and fresher weekends, the Genoa Black team is now eagerly taking themselves off to their favourite hotspots.

As a prominent and critical part of the Scottish economy contributing £6 billion to Scottish GDP, it is no wonder that the first signs of sun get us excited and motivated to get out and about – take in our favourite places and investigate some new ones.

But with so much diverse choice and frankly, breath-taking destinations in this incredible country, creating a unique brand positioning can be exceptionally difficult and requires considerable thought and consideration. Setting yourself apart from so many others offering unique experiences can be challenging, but there is an answer.

I believe any tourism brand proposition needs to be highly personal as it is based specifically on an individual experience. This means that the answer to defining your competitive positioning lies solely in speaking to and understanding your customers. What they are looking for, what matters to them, why they make choices in favour and against and what it is you do that makes them come back for more.

For me, my Scotland number one is Saint Conan’s Kirk. Visited 20 years ago and wistfully writing in the visitor book then “If I ever get married, please can it be here”, my wish came true ten years later. Nestled on the banks of the stunning Loch Awe, Saint Conan’s Kirk is positioned as an enchanting experience, steeped in a family’s history, displaying unconventional approaches to design, and magical and almost unbelievable stories that surprise and delight those of every age. It is to me the perfect place of calm, beauty, elegance – it has been with me for 20 years, has huge personal attachment for me and my family and to me it is the epitome of Scotland.

If you would like some help finding out what matters most to your visitors about your unique Scottish destination, the Genoa Black team would relish the opportunity to help. Contact us by postcard, or by email 

It would also be remiss of me to mention today that the Kirk has also been selected this month among Scotland’s top 100 buildings to participate in the Festival of Architecture’s Scotstyle exhibition and publication. See more and vote for this my Scotland number one here