Making Valuable Connections

Tourism businesses will attend Scotland’s flagship travel trade event in the Granite City next month.

Taking place 17-18 April at P&J Live in Aberdeen, VisitScotland Connect 2024 is designed to grow the country’s share of global travel in a sustainable way. Scottish tourism businesses will meet and do business with travel intermediaries, including tour operators, travel advisors and Destination Management Companies representing Scotland’s most important visitor markets. 

Over 220 trade-ready Scottish tourism businesses including accommodation, experiences and attractions will connect with over 250 buyers - who plan inspirational Scotland trips for their clients – representing 23 countries, including those in North America, Europe, Asia-Pacific and the UK domestic market.

There are more than 60 Scottish businesses joining VisitScotland Connect for the first-time including Cameron House on Loch Lomond, Galloway and Southern Ayrshire UNESCO Biosphere, Glen Moray Distillery, Grampian Transport Museum, Hamilton Park, Laphroaig Distillery, Marine & Lawn Hotels & Resorts and Cruise Loch Linnhe. 

Many visitors to Scotland seek the reassurance and guidance offered by travel intermediaries to plan and book their holiday travels, and VisitScotland Connect is an integral part of the national tourism organisations’ support to enable Scottish businesses to grow their business through this route to market and grow the nation’s share of visitors that stay longer and spend more.

By taking part in VisitScotland Connect 2024, Scottish tourism businesses get the opportunity to engage with travel intermediaries in a workshop-style format, discussing new destinations and products to include in travel itineraries being sold globally in 2025 and 2026.

In addition to the travel trade event in Aberdeen, a specially curated programme of familiarisation trips (fam trips) will showcase the best of Scotland’s tourism offering across 20 regions.  

Highlighting products with a strong emphasis on sustainability, as well as a sample of local culture, these fam trips allow travel trade representatives to experience first hand the offering of a variety of different destinations.

Last year’s VisitScotland Connect was the first time the national tourism organisation ran a workshop-style event based on 1-2-1 meeting and networking opportunities, offering a more targeted opportunity to connect product developers and contract managers with Scottish tourism businesses and suppliers.   

Overall feedback from the 2023 event revealed that both buyers and suppliers preferred the new format, with 91% of Scottish businesses said they anticipated generating sales from attending VisitScotland Connect 2023. 

VisitScotland’s Director of Marketing and Digital Vicki Miller said: “Demand for Scotland as a visitor destination remains strong and we are thrilled to be able to bring the Scottish tourism industry and the travel advisors and tour operators from across the world together again at the P&J Live in Aberdeen.

“This is a really important opportunity to meet in person and share details of products and experiences, as well as the brilliant offering we have here. 

“Helping businesses to reach new markets and stimulating demand for Scotland is all part of our comprehensive marketing strategy which works year-round to bring visitors to Scotland.”   

Gina Clark, Director of Sales Scotland, Marine & Lawn Hotels & Resorts said: “We are delighted to participate in VisitScotland Connect this year and eagerly anticipate connecting with our industry peers. VisitScotland Connect provides an excellent platform for us to showcase Marine & Lawn and share our vision for the future. Our collaboration with the travel trade in Scotland has played a pivotal role in our successful launch and continued growth, both within the country and beyond.” 

Please note: This is a ticketed event and only registered attendees can attend.  For more information please visit: https://www.visitscotland.org/news/2024/connecting-scotland