Tom Sime, our CEO, welcomes latest investment in rural mobile connectivity but says Scotland must now ensure its visitor economy is ready to make the most of it.
The continued expansion of 4G mobile coverage across Scotland’s rural communities represents a significant step forward in connecting people, businesses and visitors across some of the country’s most remote and economically important areas, according to Tom.
The latest investment in rural mobile infrastructure is helping address long-standing coverage gaps, with new and upgraded sites bringing more reliable connectivity to communities and visitors across the Scottish countryside.
For Tom, this announcement is about much more than being able to make a phone call. He said: “Reliable connectivity has become a fundamental part of how people live, work, travel and experience the world around them.
“So I welcome these latest improvements as a very strong step forward for Scotland. Better mobile coverage means people living in rural communities can be better connected to essential services, businesses can operate more effectively and visitors can stay connected while exploring some of the most spectacular parts of the country.
“Connectivity is no longer a nice-to-have. It is part of the infrastructure that underpins a modern rural economy and visitor experience.”
That opportunity is particularly significant in Scotland’s tourism hotspots, including the Highlands and Loch Lomond and the Trossachs. These areas attract huge numbers of domestic and international visitors, but their geography and remoteness can also make delivering reliable connectivity challenging.
Recent UK Government research into 4G connectivity in rural Scotland found that visitor experience, communication and public safety can all benefit from improved mobile coverage. It also highlighted mobile reception as an area of dissatisfaction among visitors to Scotland’s National Parks, including Loch Lomond and the Trossachs.
Tom believes that makes the latest infrastructure investment particularly important for Scotland’s tourism economy.
“Think about the experience of a visitor arriving in the Highlands or travelling through Loch Lomond and the Trossachs.
“They want to be able to navigate, access information, communicate with family and friends, make bookings, find local businesses, share their experiences and, importantly, know that they can get help if they need it.
“Improving the underlying mobile network can make travelling around Scotland easier, safer and more enjoyable, while giving local businesses a stronger platform from which to serve visitors.”
The benefits of improved rural connectivity also extend well beyond tourism. Scotland’s world-renowned whisky industry is another sector that stands to benefit, particularly given the number of distilleries operating in rural and remote communities.
From the Highlands and Speyside to Islay and the Islands, whisky production is deeply connected to the places in which it is made. These businesses are simultaneously manufacturers, major employers, global brands and increasingly important visitor attractions.
“Whisky is a great example of why rural connectivity matters,” said Tom.
“Some of Scotland’s most internationally recognised brands operate in areas where geography can make connectivity challenging. These businesses need to connect their people, manage increasingly sophisticated operations, communicate with customers and suppliers around the world and provide a first-class experience to visitors.
“Improved connectivity can support more efficient operations, digital visitor services, contactless transactions and better communications, while helping distilleries showcase their experiences to a global audience.
“There is also a really important connection between whisky and tourism. Increasingly, people want to come to Scotland, see where whisky is made, understand its heritage and experience the landscape and communities behind the brand. A seamless connected experience is becoming an important part of that journey.”
However, Tom believes the next phase of the connectivity conversation needs to look beyond the masts themselves.
“Getting the network into an area is the first step. The next question is whether the places people visit are actually equipped to make the most of that connectivity.
“It is no good having a stronger mobile signal in the wider area if a visitor then arrives at a hotel, attraction or major tourist destination and finds that the indoor experience is poor.
“We need to make sure the whole connectivity journey works, from the network through to the experience people have when they arrive at their destination.”
That, Tom argues, represents a major opportunity for Scotland’s tourism, hospitality and wider rural business sectors.
Better connectivity can support everything from digital bookings and contactless payments to guest communications, remote working, online reviews and real-time visitor information.
“Scotland has some of the best natural assets, tourism destinations and globally-recognised businesses in the world,” added Tom.
“The ambition now should be to make sure the digital experience matches the quality of the physical experience.
“We should be building a Scotland where someone can travel to a remote part of the country and still have the connectivity they need to enjoy the experience, support local businesses and feel confident and safe.
“The investment being made in rural 4G is an important part of that journey. Now we need to make sure businesses, venues and destinations are ready to capitalise on it.
“This is about creating a genuinely connected Scotland, one where connectivity strengthens communities, supports businesses, helps world-class industries such as whisky thrive and enhances the experience of everyone who comes here.”