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Visit Scotland | Alba
Article published 07/04/2021

ITB Berlin NOW

28 Scottish businesses joined us at the world’s leading travel trade show, ITB Berlin, which took place online for the first time.

Part of the overall VisitBritain delegation at ITB Berlin NOW, the representatives of the Scottish tourism industry were able to connect and engage with travel agents and tour operators from around the world, to promote their products, services and experiences.

Organisers reported that 65,700 users visited the online platform over the five days of the event held in March – with 3,513 exhibitors from 120 countries. Over 1,000 media and travel bloggers from 54 countries covered the event.

A digital marketing campaign to raise awareness of VisitScotland and our partners’ presence at ITB Berlin NOW, using LinkedIn and Germany’s dedicated travel industry portals, generated almost 900,000 digital views.

Virtual exhibiting at ITB Berlin NOW gave access to video meetings, live chat and to the extensive ITB convention program.

We hosted a press conference updating delegates on the focus for tourism reopening in Scotland with responsible tourism and tourism as a ‘force for good’ at the heart of recovery planning. 

The audience heard how the industry was working towards a safe return to operations with many businesses and operators signing up to the We’re Good to Go industry standard scheme with the international Safe Travels stamp from the World Travel & Tourism Council an addition for the new season.

Although we don’t know exactly when non-essential international travel can resume, we continue to engage with our international partners on a ‘dream now, travel later’ basis so that, when the situation allows, we can move quickly to take advantage of any opportunities.

VisitScotland is continuing to work with businesses and organisations across the country to ensure this vital part of Scotland’s economy is ready and in the best possible position to welcome international visitors back when it is safe to do so.

Judy Mariëns, Senior Market Manager Europe, VisitScotland

Scotland Reconnect 2021

Several hundred Scottish tourism businesses will have the chance to connect and do business with tour operators and travel agents from around the globe at Scotland Reconnect 2021. Our digital trade workshop event, which will take place from 27 – 29 April, is currently open for registration. Register your space today.

Find out more about the importance of engaging with Scotland’s international markets from our Director of Industry and Destination Development, Riddell Graham.