VisitScotland is promoting Scotland to Australians and New Zealanders, with a focus on younger holidaymakers ahead of the Scottish Year of Young People in 2018.
An increase in flights via the Middle East means more visitors can reach Scotland with just one stop, offering Scotland the chance to win more of the long-staying market from Down Under.
Etihad Airways has one-stop connectivity from Melbourne, Sydney, Brisbane and Perth to Scotland via Abu Dhabi to Edinburgh seven days a week, connecting travellers from across Australia and New Zealand.
The tourist board has worked with Etihad Airways and other partners on a recent Antipodean business development mission, with trade events in venues across New Zealand and Australia, including the Etihad Stadium in Melbourne and the Sydney Opera House (pictured).
As well as older ancestral and cultural explorers, VisitScotland has been encouraging younger travellers to visit during the inaugural Year of Young People, which will see events and activities throughout 2018.
Scotland welcomes about 142,000 Australian visitors a year, generating £126 million for the economy. New Zealand accounts for 32,000 visitors and £21 million.
Kirsten Spence, senior market manager at VisitScotland, said: “Scotland has never been so well connected with our major long-staying target markets in Australia and New Zealand.
“We’ve long seen visitors of all ages from the region but, with Scotland’s Year of Young People coming up in 2018, there is a fantastic opportunity to flag to intrepid young Antipodeans just how easy it now is for them to come and sample Scotland’s unique brand of adventure and fun.”
Picture shows piper Alasdair Connor, from Skye, in Sydney. Credit: David Li.