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Visit Scotland | Alba
Article published 02/05/2024

Our flagship travel trade workshop event VisitScotland Connect, held at P&J Live in Aberdeen, saw two packed days of meetings and networking, alongside a series of familiarisation trips around Scotland.

Scottish businesses spent the week showcasing their products and experiences to tour operators, travel advisors and Destination Management Companies to generate future business, meeting new clients and contracting new product.

Global travel continues to grow post-pandemic, and the return of international markets to Scotland has been evident. Scottish tourism businesses are keen to take advantage of higher-spending long-haul visitors in particular, and increasingly recognise that working with the travel trade is a way to access that opportunity.  

Our Chair, Stephen Leckie, opened the event and spent time meeting industry colleagues and hearing about their experiences of the event, and the products and experiences they offer Scotland's visitors.

The Minister for Small Business, Innovation, Tourism and Trade, Richard Lochhead MSP, also attended and took part in a meet and greet with some buyers and suppliers. 

Stephen Leckie meeting industry at VisitScotland Connect 2024
Stephen Leckie meeting members of the Scottish tourism industry at VisitScotland Connect 2024

The event in key numbers

7,000 meetings

over two days. Last year, it was 6,000.

We hosted 257 buyers

from 23 countries.

222

Scottish tourism businesses attended VisitScotland Connect 2024. Up 27% on our 2023 event.

13 fam trips

gave 135 buyers the opportunity to experience Scotland, covering 20 regions and 200 businesses.

49 staff

from across VisitScotland supported the two day event.

41 features

across Scottish press, reaching more than 354,000 potential readers, since the August 2023 launch

409 attendees

at our VisitScotland Connect networking dinner, held at the P&J Live.

More than 700

people attended VisitScotland Connect 2024 in total, networking and sharing experiences of Scotland.

VisitScotland Connect 2024 offered an opportunity for our industry to showcase their latest products and services to the travel trade, and hopefully sign contracts for not just 2024, but 2025 and 2026 too.

As many as 64% of international visitors to Britain use travel intermediaries to plan and book their package. Among long-haul travellers this rises to 73%, so working with travel intermediaries can be a very targeted and lucrative way to get Scottish tourism into our core markets and for businesses to secure future bookings. 

Thank you to all of the buyers and suppliers who took the time to join us in Aberdeen. We hope to see you at our next event!

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