Press Release: Scottish tourism and events businesses... - News

Scottish tourism and events businesses are being invited to apply for Scotland’s flagship travel trade event, VisitScotland Connect 2027.

VisitScotland Connect 2027 will be held at the SEC Glasgow on 14 and 15 April. The annual event is organised by tourism and events organisation, VisitScotland, and will once again be supported by Visit Glasgow.

It will give trade-ready Scottish tourism and events businesses with bookable products and experiences the opportunity to meet face-to-face in a 'speed-dating' style format with travel trade buyers, such as tour operators, who create and sell itineraries in Scotland to visitors in the UK and around the world.

With around half of overseas visitors planning and booking through the travel trade, these relationships play a vital role in helping Scottish businesses reach new markets and generate bookings year-round.

VisitScotland Connect provides a platform to foster new partnerships, share expertise and celebrate the unique experiences that inspire travel and support Scotland's visitor economy.

Responsible tourism is at the heart of the event, with all buyers and suppliers expected to demonstrate a commitment to sustainability and supporting more responsible visitor experiences.

Jill Walker, Director of Marketing & Business Development at VisitScotland, said: "At a time when destinations around the world are competing harder than ever for visitors, it is important that Scottish tourism businesses have opportunities to build resilience and grow sustainably.

"VisitScotland Connect helps generate and influence future demand for Scotland's visitor economy by connecting businesses directly with travel buyers from across the world, supporting them to reach new markets and grow international sales.

"For many businesses, it provides access to audiences they may not be able to reach on their own, while creating relationships and partnerships that continue long after the event has ended.

"Together with our partners and industry, we shine a spotlight on Scotland as a must-visit, must-return, year-round destination."

Aileen Crawford, Head of Tourism & Conventions, Destination Glasgow said: "Destination Glasgow is delighted to be partnering, once again with VisitScotland Connect 2027.

The event is a fantastic opportunity to showcase everything Glasgow has to offer to international buyers and travel trade partners.

Bringing key decision-makers to the city allows them to experience our world-class attractions, vibrant cultural scene and renowned hospitality first-hand, helping to generate future group travel business, attract more visitors and support sustainable growth across Glasgow's tourism economy."

VisitScotland Connect 2026

Earlier this year, VisitScotland Connect 2026, supported by Visit Glasgow, welcomed 330 tour operators and travel advisors from more than 20 countries to the SEC Glasgow.

Across the two-day event, more than 10,000 one-to-one appointments took place between buyers and 289 Scottish tourism businesses, with many participants using the event as their primary opportunity to engage directly with the global travel trade.

Almost all Scottish tourism businesses said they expected to generate sales because they attended. These sales are forecast to total a record breaking £10 million in bookings directly attributed to the event.

The event included 68 businesses attending for the first time and 58 new travel buyers.

Participants ranged from family-run farm experiences and independent hotels to distilleries, guided tours, heritage attractions and global hospitality brands.

VisitScotland also delivered a programme of carefully curated familiarisation trips, giving travel buyers the opportunity to experience first-hand the visitor experiences available across Scotland's regions.

Key findings from VisitScotland Connect 2026 Evaluation

98% of Scottish tourism businesses expected to generate sales as a result of attending
More than 90% of travel trade buyers said their objectives for attending VisitScotland Connect were either fully met or exceeded. This included making new contacts, gaining new ideas and insights, and meeting existing contacts. Suppliers reported similarly positive experiences.
67% of travel trade buyers anticipate featuring Scottish regions they had not previously offered to customers.
Almost 60% of suppliers said they were likely or highly likely to develop bookable products for the off-peak season (October to March) for sale through travel intermediaries.
59% of suppliers anticipate introducing more local food and drink experiences.
55% of suppliers anticipate developing more community-based experiences.