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Article published 27/04/2023

Connecting with an international audience

Tourism businesses from across the country attended Scotland’s biggest business-to-business event for the travel trade.

Held at P&J Live in Aberdeen on 19 and 20 April, VisitScotland Connect gave Scottish businesses the chance to connect with the travel trade from around the globe to help attract visitors and rebuild Scotland’s valuable tourism and events industry.    

There were more than 170 Scottish businesses who met with over 250 global tour operators, travel agents and destination management companies attending from 23 countries, including the UK, US, Canada, Europe, and Asia Pacific.  

More than 6,000 meetings took place, as well as a programme of day and evening networking opportunities.

While in Scotland, these international buyers also spent time travelling around the country to sample in-person the scenery, hospitality, produce and attractions, through a series of familiarisation (fam) trips, exploring the many regions, destinations, and experiences.

There were 109 buyers on the fam trip programme with the 13 trips showcasing 170 businesses and covering 20 regions.

They touched on all corners of Scotland taking in experiences like outdoor activities, iconic locations and landmarks, luxury experiences, island trips, food and drink, film and literature, farms and textiles, nature and wildlife and Scotland’s cities. 

Our flagship travel trade event

Since the pandemic, visitors have been seeking extra reassurance and guidance offered by intermediaries like tour operators, travel agents destination management companies.

More than half of international visitors use travel intermediaries to plan and book.    

VisitScotland Connect is our flagship travel trade event. It forms a key part of our strategy with intermediaries, to bring visitors to Scotland throughout the year. 

We support the tourism industry in its aspirations to internationalise and to attract business and revenues from international markets in 2023 and beyond. This event is crucial to that support.

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