Highland tourism businesses have been showcasing the region to international travel buyers as part of VisitScotland Connect 2026, Scotland’s flagship travel trade event held at the SEC in Glasgow.
The Highlands were represented by Visit Inverness Loch Ness, North Coast 500 and a range of tourism operators who spent two days meeting domestic and international buyers through a packed programme of prearranged appointments.
More than half of all international visitors to Scotland book all or part of their trips through tour operators, making relationships with the travel trade increasingly important for Scotland’s visitor economy.
The activity linked to VisitScotland Connect helps support around 19,000 tourism related jobs across the Highlands.
Hotels, visitor attractions, distilleries and tour operators took part in meetings organised in a fast paced “speed dating” format, with businesses given 12 minutes to pitch their experiences before moving on to the next buyer.
One of the major new Highland tourism products being showcased this year was the The Inverness Castle Experience.
The attraction features interactive exhibits, digital installations and panoramic viewpoints designed to bring Highland history and identity to life for visitors.
Aimee Todd, Sales and Marketing Manager at The Inverness Castle Experience, said:
“Taking part in the familiarisation visit prior to VisitScotland Connect allowed us to reconnect with attendees during the networking sessions.
“The meeting calendar was easy to use and helped us build strong, meaningful connections throughout the day.
“My schedule was full, and I have been following up on those conversations over the past few weeks with the aim of welcoming guests to the Castle Experience in the coming years.”
Museums from across the Highlands also attended the event with support from Museums Galleries Scotland.
Businesses and attractions represented included The Inverness Castle Experience, Carrbridge Hotel, Jacobite Loch Ness Cruises, Cruise Loch Ness, Gairloch Museum and Glenmoriston Townhouse Hotel, with some attending for the first time.
During the week, buyers were also taken on familiarisation visits across Scotland to experience destinations and visitor attractions first hand.
Highland stops included visits to the Brora Heritage Centre, Cawdor Castle, the Kingsmill Hotel and Prickly Thistle Scotland.
VisitScotland’s Destination Development Director Chris Taylor said:
“Throughout the year, our teams work closely with domestic and international tour operators, travel advisors and agents.
“This is vital when more than half of Scotland’s international visitors plan and book their trips through these partners.
“These relationships help shape new tourism products and itineraries, while giving us valuable insight into what global travellers are looking for.
“VisitScotland Connect brings this work to life, giving Highland tourism and events businesses access to buyers they may not otherwise reach.
“The connections made here continue long after the event ends, supporting business growth, strengthening Scotland’s year round offer, and positioning the country as a responsible destination visitors want to return to.
“VisitScotland Connect is part of our core purpose to drive the visitor economy, growing its value to Scotland, and supporting jobs, businesses and communities.”
This year’s event also celebrated Scotland’s musical heritage with live performances showcasing both traditional and contemporary Scottish music.
A total of 330 international travel buyers from 20 countries attended VisitScotland Connect 2026 alongside 289 Scottish tourism businesses.
Those businesses interested in starting their journey to work with the travel trade can find resources on VisitScotland’s dedicated Business Support Hub Selling through travel distribution partners | VisitScotland Business Support
VisitScotland Connect will return to the SEC in 15 and 16 April 2027.
