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Article published 07/03/2023

ITB Berlin returns in person for the first time since the pandemic

Business from across Scotland are joining the VisitScotland and VisitBritain delegation at the world-leading travel trade show, ITB Berlin, this week (7-9 March).

This major international gathering offers businesses the chance to connect and engage with travel agents and tour operators from around the world, to promote their products, services and experiences.

More than 180 countries and territories from all sectors of the travel industry are represented at the event, hosted in the German capital for the first time in four years.

March celebrates Scottish Tourism Month and travel trade events are a vital way to attract international visitors to Scotland who typically stay longer and spend more than domestic visitors.

More than half of international consumers use a travel intermediary like a tour operator or travel agent travel to plan and book their holidays.

Businesses heading to Berlin

  • Magna World, a Destination Management Company that helps connect Scottish businesses with the Chinese Market and is looking to expand into the European market (Clacks)
  • The immersive visitor experience Johnnie Walker Princes Street, represented by WK Pro Tour (Edinburgh)
  • Loch Ness by Jacobite and Visit Inverness Loch Ness (Highlands)
  • Visit Moray Speyside (Moray Speyside)
  • Blair Castle (Perth)
  • CalMac (represented by WK Pro Tour)
  • Inverlochy Castle Management International (ICMI) (represented by WK Pro Tour)

Since the pandemic visitors have been seeking the reassurance and guidance offered by intermediaries like tour operators and travel advisors.

Attending ITB Berlin helps build strong relationships with intermediaries and we can use the event to increase Scotland’s product offering, resulting in new and renewed partnerships, the extension of our travel trade network and encourage more direct air routes.

The businesses joining us are showcasing some of the best of Scotland and we’re supporting them to reach new visitor audiences in new markets.

Denise Hill, Head of Intermediary Marketing, VisitScotland

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