VisitScotland Connect 2025 brings new global opportunities 

An event which helps tourism businesses across Scotland to grow by reaching more visitors through the domestic and international travel trade is taking place in Aberdeen next month.

Held on 9-10 April at P&J Live, VisitScotland Connect 2025 is designed to increase the country’s share of global travel in a sustainable way, supporting the economic growth of one of Scotland’s most valuable industries.

Over 240 trade-ready Scottish businesses – including accommodation, experiences and attractions – will connect with over 250 buyers – who plan inspirational Scotland trips for their clients. They represent 21 countries, including those in North America, Europe, Asia-Pacific and the UK domestic market.

It provides a unique opportunity for these eligible businesses – who can work with and sell through an intermediary, such as a tour operator, travel advisor or Destination Management Company (DMC) – to showcase new destinations, experiences and products which can be included in travel itineraries being sold around the globe.

VisitScotland Connect is an integral part of the national tourism organisation’s support to enable Scottish businesses to internationalise and sell their experiences to markets around the globe.

Whilst the UK is the largest market for visits to Scotland, international visitors tend to stay longer and spend more, which is of vital importance as the industry continues to face challenges as a result of the cost of living and the cost of doing business.

Jill Walker, VisitScotland Director of Marketing and Digital, said: “VisitScotland Connect is part of our wider plan to support tourism and events. It presents an important opportunity for the industry to meet face-to-face and explore the amazing visitor offering that Scotland has, which enhances the economic growth of tourism and events across the country. 

“As an economic growth agency, VisitScotland has three key priorities – market development, place development and business and experience development. 

“Through our work with and support for the industry, we help to stimulate investment into Scotland and help businesses internationalise and reach new customers at home and abroad.

“At the same time, we are helping the tour operators to find new Scotland experiences to share with their customers, addressing their changing holiday demands and continuing to evolve Scotland’s profile as a destination.”  

Scottish businesses joining the event for the first-time including double Scottish Thistle award winner MacGregors Bar, in Inverness; Yarrow Cookery School, East Lothian; Twinpeakes Flyfishing Ltd, near Banchory; Stories of Stone, in Arbroath; Peterhead Prison Museum; Ooshka Bar, in Oban; Museums and Heritage Highland; Lost Shore Surf Resort, near Edinburgh; Belhaven Brewery, in Dunbar; Glenshee Ltd; Campbells Bakery, in Crieff; and Jackton Distillery in East Kilbride.

Feedback from the 2024 event revealed that 90% of suppliers were satisfied with the business potential the event provided and 90% of buyers planned to feature places visited on fam trips in their future Scotland programmes.

Judith Brandner, from German tour operator Argus Reisen, who specialises in tailor-made trips for individual travelers, said: “We participated for the first time last year which was very important for us as it gave us the chance to introduce ourselves to the Scottish suppliers. 

“This year we are looking forward to developing these relationships further and also meeting new suppliers. Tourism is very much a business that is based on personal relationships, which is why we find it important to take the time to come to Scotland and meet the business owners and their representatives. 

“As Scotland is still quite a new destination for us as a company, it takes time to establish ourselves in the market but with the great help we are receiving from Scottish businesses, VisitScotland and other regional tourism boards through their wealth of knowledge and insights, we feel that we are on the right track. 

“This year, I am looking forward to seeing a bit more of the west coast of Scotland during the pre-trade show familiarisation trip that is being organised, as well as catching up with partners across the board.”

In addition to the travel trade workshop event in Aberdeen, participants will also take part in a specially curated programme of 13 familiarisation trips (fam trips) – both pre and post event – will showcase the best of Scotland’s tourism offering across 21 regions and involving around 130 businesses.

Highlighting products with a strong emphasis on sustainability, these fam trips allow travel trade representatives to experience first-hand everything from local culture and food and drink to luxury and outdoor adventures and wildlife at a variety of different destinations.

The article VisitScotland Connect 2025 brings new global opportunities  first appeared in TravelDailyNews International.