VisitScotland Connect delivers strong impact

Article published 22/07/2026

New figures revealed

VisitScotland Connect 2026, our flagship travel trade event supported by Visit Glasgow and held in April 2026, brought together hundreds of Scottish tourism suppliers and global travel buyers from 20 countries under one roof. This created a strong sense of optimism and the energy was palpable.

That momentum translated into a record number of meetings, with more than 10,000 appointments taking place across the two-day workshop. This included 68 businesses who were new to VisitScotland Connect and 58 new buyers.

Feedback for the sold-out event from travel partners was clear; Scotland remains in a strong position as a destination.

Reflecting that confidence, new figures from our recent post event evaluation, conducted in May 2026, show that VisitScotland Connect 2026 is forecast to deliver £10 million in additional bookings to Scotland.

Key headline findings from survey

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, taking in new ideas and knowledge, and meeting with existing contacts. Suppliers reported similarly positive experiences.
67% of travel trade buyers anticipate featuring new Scottish regions they haven't introduced to their customers before.

As a result of participating in VisitScotland Connect, almost 60% of suppliers reported that 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 to be introducing more local food and drink experiences.
55% of suppliers anticipated to be including more community-based experiences.

As well as demonstrating commercial impact, the findings provide valuable feedback on all aspects of the event from operations and catering to the Connect Dinner and familiarisation trips. This insight helps us continue to evolve the event to meet the needs of both buyers and industry partners.

Feedback from our global buyers and Scottish suppliers is important. We know that more than half of international visitors to Scotland use the travel trade, including tour operators and travel agents, to plan and book their trips.

VisitScotland Connect plays a vital role in helping Scottish businesses reach new markets, build relationships, and connect with new audiences. This year, more than half (51%) of attending buyers promoted Scotland to the North American market, closely followed by the European market (49%).

Building on the success of this year's event, VisitScotland Connect 2027 will return to the SEC in Glasgow on Wednesday 14 and Thursday 15 April next year, again supported by Visit Glasgow.

Looking further ahead, VisitScotland Connect 2028 and 2029 will take place at the P&J Live in Aberdeen.

If you're a trade-ready Scottish tourism business and would like to attend VisitScotland Connect in 2027, supplier registration will open on 8 September this year.

To note your interest for VisitScotland Connect 2027 and other travel trade events hosted by VisitScotland, please register your interest.