Over 15 tourism businesses from across the Cairngorms National Park are teaming up to help attract a larger share of international visitors to the region following the success of this year’s national tourism event in Aberdeen.
Led by Cairngorms Business Partnership (CBP), the group of tourism bosses headed to P&J Live in Aberdeen on 9-10 April to represent the region at VisitScotland Connect, Scotland’s flagship travel trade event.
VisitScotland Connect aims to grow Scotland’s share of global travel in a sustainable way.
The event provides a platform for domestic and international buyers to explore new business opportunities and connect with Scottish tourism suppliers on the ground in Scotland, including the UK’s largest National Park.
Cairngorms businesses got the opportunity to showcase their products and services, make connections with the domestic and international travel trade to grow their business potential.
Attendees at this year’s event included Atholl Estates, Cairngorm Bothies, Cairngorm Mountain, Carrbridge Hotel, Glenshee Ltd, Glen Tanar Estate, Grant Arms Hotel, Highland Wildlife Park, Hillgoers, Macdonald Aviemore Resort, Old Manse of Blair, Rothiemurchus, Turas Hotels, TwinPeakes Fly Fishing & WildBraemar.
The latest tourism economic impact research report for the Cairngorms National Park indicates steady growth in visitor numbers, spend, and employment.
There were an estimated 2.15 million tourism visits to the region in 2023, adding around £419m in value to the local tourism economy, supporting over 5,400 full-time equivalent jobs.
Around 61% of visitors travel to the Cairngorms from the rest of the UK, including 14% from Scotland.
The rest is made up of international visitors, including 16% from Europe and 22% from the rest of the world.
17% of inter international visitors come from North America.
Work is already underway to boost international visitor numbers to the region in 2025 and beyond following VisitScotland Connect in Aberdeen.
Angharad Gronbach, Marketing Manager for Rothiemurchus, said:
“VisitScotland Connect is a brilliant opportunity to connect with travel trade partners and showcase what makes Rothiemurchus so special.
“It’s also fantastic to collaborate with other incredible local businesses.
“There’s a real sense of shared passion for our place and what we offer visitors.”
Jennifer Macdonald-Nethercott, Head of Marketing for Turas Hotels, which includes The Boat Country Inn at Boat of Garten, said:
“As our third year attending VisitScotland Connect we see the importance of using the event to build relationships with existing suppliers and to showcase our properties to new buyers bringing guests to the Highlands of Scotland.
“We’ve seen growth year on year from the event and worked with VisitScotland to host buyer familiarisation trips at two of our hotels.”
Cairngorms Business Partnership (CBP) helps over 370 tourism firms to work together and promote the National Park around the UK and beyond under its consumer facing brand VisitCairngorms.
CBP is supported by the Cairngorms National Park Authority as a Chamber of Commerce and a Destination Marketing Organisation committed to promoting responsible and sustainable tourism.
Jenny Sime, Business Development Manager at Cairngorms Business Partnership, said:
“It’s great to see so many local tourism and hospitality firms working together so effectively to help showcase the Cairngorms on a global stage and promote our National Park as a world class visitor destination all year round.
“The power of collaboration is a key part of the campaign to grow Scotland’s share of global travel in a sustainable way.
“Our business members are increasingly showing their creativity, initiative, and teamwork in maximising their high-quality offerings.
“Boosted by VisitScotland Connect, we look forward to welcoming more international visitors to the Cairngorms this season and beyond.”
For more information on the Cairngorms Business Partnership, go to www.cairngormschamber.com
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