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Visit Scotland | Alba
Article published 11/12/2020

Our inaugral virtual travel trade event, Scotland Reconnect 2020, which took place in November saw 264 buyers from 23 countries connecting online with 240 Scottish suppliers for business meetings aimed at booking and creating tour packages for future visitors. 21 of the buyers were new to working with us on a travel trade event.

Scotland Reconnect 2020 was also the first of its kind that we've delivered, giving tour operators and travel agents the opportunity to rebook visits and tweak programmes that had had to be cancelled this year due to the COVID-19 outbreak.

Events, including our annual Expo travel trade showcase and programmes of business development missions, have long been critical platforms for facilitating these connections but rendered impossible by COVID-19 restrictions this year, new digital platforms like Scotland Reconnect have been developed.

Buyers from the USA, Canada, Germany, France, Italy, Spain, The Netherlands, Scandinavia, Australia and Brazil all attended the virtual event, as well as London-based inbound operators representing the Japanese and Chinese markets.

In addition to facilitating more than 5,000 business meetings, there were also live webinars, round table discussions and breakout sessions and an online presentation hub. Virtual experiences also demonstrated what Scotland can offer buyers’ clients, and there were trad music sessions with Gary Innes from top trad band Manran, whisky tasting experiences with Glengoyne Distillery and The Scotch Whisky Experience, as well as storytelling with Mercat Tours.

Participants also heard from global tourism speakers and took part in round table discussions, as our Head of Engagement, Denise Hill, met in conversation with Tom Jenkins, CEO of the European Tour Operators Association on the impact of Brexit on the German and US markets; and Joss Croft, the CEO of UK Inbound, who looked ahead to 2021 and discussed what businesses need to consider when seeking to address current issues and challenges in global tourism.

Our Senior Tourism Insight Manager, Chris Greenwood, also ran sessions on global trends and COVID-time consumer behaviour. Responsible travel, a theme of growing importance among travellers around the globe, was also on the agenda, as was the promotion of initiatives, including Scotland’s Year of Coasts and Waters 2020 (which is now flowing over into 2021). 

Man on tablet device at The Helix Visitor Centre

I'm thrilled to announce that our inaugural Scotland Reconnect 2020 event was a great success, demonstrating both enthusiasm and an appetite to return to Scotland as soon as it is deemed safe - and I hope all those who participated would echo that.

It was encouraging to hear that despite this terrible year, so many buyers and suppliers had signed up to the event and were keen to continue their great relationships in the future.

Scotland Reconnect 2020 has demonstrated that our country remains at the top of people’s must-visit destinations and COVID-19 hasn't changed that. All those elements that make a holiday in Scotland so unique for so many people still remain.

This event has started us on the road to recovery as we look forward to the time when we can welcome international visitors back to our shores.

Lord Thurso, Chairman of VisitScotland

Scotland Reconnect worked very well for us. Of course, browsing a live event offers even more opportunity for inspiration, but as this was not possible this year, VisitScotland pulled together a very good alternative.

Anke Schoen, Head of Department GB & IRE at the German packager, Behringer-Touristik

What a fantastic event VisitScotland organised. Scotland Reconnect has been three great days of meetings, chatting to new and existing contacts, and interesting live panel discussions using the best virtual meeting platform I have experienced so far this year. It’s been good to be back talking business and to see so many familiar faces!

Karin Gidlund, Travel Trade Sales Manager at Rabbie’s

What an amazing Scotland Reconnect 2020! Well done VisitScotland. We’re delighted to have hosted the closing event for our UK and international buyers with a virtual whisky masterclass from the glass vault of the world’s largest Scotch Whisky Collection, with Julie Trevisan Hunter, who is our Marketing Director and one of the world’s youngest female Masters of the Quaich.

Pietro Cecchini, Head of Business Development at The Scotch Whisky Experience

For more advice on how we can support your business; from marketing toolkits, building your digital skills or customer experience and more, take a look at our dedicated section on VisitScotland.org.