Problems with overcrowding at Scotland’s tourism hotspots could be tackled using data collected from the upcoming jubilee weekend.

Traveltech startup Whereverly is working with Loch Lomond and the Trossachs National Park, Stirling Council and Perth & Kinross Council to address issues such as traffic jams, inappropriate camping and fires, and disruption to residents at Scotland’s tourism spots.

A new platform will use jubilee weekend data from sensors which count footfall and traffic within the national park to show busy areas on a real-time digital map.

Along with on-the-ground observations added by countryside rangers, this year’s jubilee weekend sensor data will be used to train an algorithm so that in future crowded areas and times can be predicted, with visitors offered alternative suggestions for places to go.

These nudges could be communicated to visitors via an app, automated social media feeds and variable message road signs.

Commenting on the new tech, Iain McNeill, managing director at Whereverly, said: “We’re using technology to tackle a problem that has come about due to the pandemic. It’s great that many more people are exploring the natural environment closer to home, but it is putting areas such as Loch Lomond and Loch Tay under strain. The upcoming holidays will be a significant test and an important opportunity to gather the data we need to train the algorithm we hope to use in future.

“In developing our product, we have already spoken to a range of users of the national park. Even regular motorhome users were surprised to see the alternative locations that exist within the park, so in future they don’t have to go to the same crowded spots.

“This is about giving people information to make informed choices, so we can continue to enjoy a booming visitor economy but more evenly spread.”

The project was prompted by the pandemic, which caused many more people to explore the natural environment on their doorstep.

Whereverly’s technology could be rolled out to other tourism hotspots, with the company currently in discussion with other areas of the UK.

Josh Ryan-Saha, Director of TravelTech for Scotland, added: “The work that Whereverly is doing is a great example of the innovation flowing from Scotland’s thriving traveltech sector, perhaps best known for success stories such as Skyscanner.

“By combining data from sensors with human input from workers on the ground and applying an algorithm we could see an end to the kind of overtourism that has given Scotland a real headache in recent years.

“Traveltech is all about improving the quality of experience, and it’s exciting that some of the most innovative work in this area is happening right here across Scotland.”

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Whereverly said that its work highlights the contribution that digital technology approaches can make to sustainable visitor management, serving to support the significant partnership working on this to date, led by VisitScotland, NatureScot and other industry partners including both of Scotland’s National Parks.

Matt Buckland of Loch Lomond and the Trossachs National Park Authority added: “If not properly managed, large numbers of visitors can put pressure on the natural environment, communities, businesses, and the experience of tourists themselves. There are different ways of addressing these issues and one of them that is currently underutilised is the effective use of technology.

“Our visitors having access to up-to-date information to allow them to make informed decisions before starting their journey can help to alleviate these issues.

“This data can also be used by field staff such as the Loch Lomond & The Trossachs National Park Ranger Service to make sure that they can be deployed efficiently. The final use of data is to build an understanding of trends which can influence investment in new facilities and then test the success of these investments.”

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