VisitScotland on a mission to boost country’s profile

VisitScotland is hosting its first pan-European travel trade mission in Amsterdam this week (October 23-24) to create “a passion for Scotland”, writes Angie Cronin.

The Scotland workshop will bring together 40 Scottish suppliers and up to 40 representatives of key travel organisations from different European markets.

Riddell Graham, industry and destination development director for VisitScotland, said: “Our first pan-European travel trade mission will give Scottish suppliers an ideal opportunity to engage one-to-one with Scotland’s key European markets all at the same time.

“With Europe accounting for 1.9 million trips to Scotland, and many of them repeat visitors from countries such as France, Germany and the Netherlands, it is an incredibly important international market for Scottish tourism.

“Everything we do is about creating a passion for Scotland – building an army of advocates through innovative marketing, partnership, events and business excellence to create a destination and customer experience worth talking about.

“Innovative new approaches such as this workshop will help to strengthen our tourism development in Europe.”

The gathering will include market awareness sessions, networking opportunities and one-to-one appointments between Scottish suppliers and European travel trade representatives.

Europe accounted for 1.9 million visits to Scotland last year, a 17% increase from 2016, with spending rising by 36% to £1.1 billion.

VisitScotland is also collaborating with easyJet to highlight the low-cost airline’s network of routes from Europe to Scotland.

Most recent figures from the International Passenger Survey rank Germany and the Netherlands as the biggest inbound markets to Scotland in terms of spending, followed by Italy, Switzerland and France.

Pictured: Two hikers taking a break at Blackrock Cottage in Glen Etive, Scottish Highlands. Credit: ©VisitBritain/Rod Edwards