Highland tourism enterprises have taken centre stage at prestigious VisitScotland business development missions in London, forging vital connections with international travel operators to enhance Scotland’s global tourism appeal.
Leading regional businesses including Loch Ness Hub & Travel, Highland Coast Hotels, and Gordon Castle Estate engaged in intensive two-day workshops with destination management companies and tour operators specialising in markets across China, East Asia, North America, and Australia.
The strategic gatherings, culminating in a networking reception at Scotland House sponsored by Ian Macleod Distillers and Scotland’s Tay Country, focused on creating bespoke travel experiences for international visitors seeking authentic Highland adventures.
Recent visitor research underscores the critical importance of these connections, revealing that 67% of long-haul travellers to Scotland arrange accommodation through travel intermediaries, while 63% pre-book their activities and experiences.
The initiative forms part of VisitScotland’s cost-effective business development programme, designed to facilitate direct engagement between Scottish tourism enterprises and international travel professionals without the burden of overseas travel.
VisitScotland’s Head of Business Development and Intermediary Marketing, Denise Hill, emphasises the dual benefit of these face-to-face meetings, allowing businesses to both promote their offerings and gain valuable market-specific feedback for product refinement.
The timing of these missions proves particularly strategic as international markets, known for higher visitor spending, gain increased significance while domestic travel faces continued cost-of-living pressures.
These London-based events represent a cost-effective approach to elevating Scotland’s regional tourism profile on the global stage, building upon the strong momentum of international tourism recovery.
Highland businesses participating in these missions are positioned to capture a larger share of the international tourism market, particularly appealing to travellers seeking the unique experiences and authentic charm that characterise Scotland’s northern landscapes.
The success of these business development missions highlights the growing international appeal of Highland destinations, suggesting a promising outlook for the region’s tourism sector as global travel continues to rebound.
