That was the message to agents as the country released its latest corporate tourism plan, driving Scotland’s visitor economy to new direct air routes, destination developments and bookable experiences.
The plan outlines priorities for 2025-2028 and sets out how VisitScotland will stimulate investment, build Scotland’s global profile and develop growth markets.
The visitor economy is vital to Scotland, contributing £10.8 billion (approx. $AU22.5 billion) in 2023 and supporting 245,000 tourism-related jobs.
Despite challenges such as global competition and rising costs, VisitScotland’s plan aims to strengthen its tourism and events sector both domestically and internationally.
Key commitments include supporting a minimum of 300 additional businesses to become travel trade ready each year, maintaining a minimum marketing return of £11 for every £1 spent and generating business event leads valued at more than £130 million annually.
Resources and Events for Travel Professionals
VisitScotland recently updated their dedicated travel trade website, traveltrade.visitscotland.org, with new resources and content to support travel professionals.
These include the latest Meaningful Travel itineraries, which promote authentic and socially responsible experiences across Scotland.
Additionally, new content focusing on the East of Scotland highlights the region’s striking natural landscapes, cultural heritage and range of outdoor activities.
Following VisitScotland Connect 2025, the tourism body is now looking ahead to the travel trade events program for the remainder of the year.
These events provide opportunities to connect with the VisitScotland team, Scottish businesses and gather ideas for Scotland programs.
# Destination Britain North America: 10-14 September (Riviera Maya, Mexico)
# IFTM Top Resa: 23-25 September (Paris, France)
# International Golf Travel Market: 20-23 October (Cannes, France)
# World Travel Market: 4-6 November (London, UK)
# VisitBritain China and Northeast Asia Mission: 26-28 November (Chengdu, China)
# USTOA Annual Conference & Marketplace: 1-5 December (Washington, USA).
