VisitScotland fees paid to influencers 2020 – 2024.Calendar yearTotal influencer fees paid2020£4,983.672021£27,283.002022£194,124.952023£120,908.832024£63,668Please note:Lower spend in 2020 and 2021 was due to COVID-19 related travel restrictions.Lower spend in 2024 was due to in-year return of marketing budget and pause on marketing.Increased spend in 2022 was due to the growing impact of influencers on travel and booking habits and the opportunity to reach new audiences at a critical point in the recovery from COVID-19.To evaluate influencer partnerships, VisitScotland review content performance such as view rates, comments and sentiment, shares, saves and other metrics.VisitScotland’s Net Economic Impact (NEI) assessment looks at the incremental influence and impact of marketing activities on visitor spend.