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Tuesday, October 3, 2023

Highlands Represented at World’s Leading Travel Trade Show 

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ITB Berlin returns in person for the first time since the pandemic

Inverness, Loch Ness and Fort William are on show at a major international tourism gathering in Germany. 

Loch Ness by Jacobite and Visit Inverness Loch Ness are part of the VisitScotland and VisitBritain delegation at the world-leading travel trade show, ITB Berlin, this week (7-9 March). 

More than 180 countries and territories from all sectors of the travel industry are represented at the event, hosted in the German capital for the first time in four years. 

Other Scottish businesses, represented by WK Pro Tour, include CalMac and Inverlochy Castle Management International (ICMI).  

March celebrates Scottish Tourism Month and travel trade events are a vital way to attract international visitors to Scotland who typically stay longer and spend more than domestic visitors.

More than half of international consumers use a travel intermediary like a travel agent or tour operator to plan and book their holidays. 

VisitScotland’s Head of Intermediary Marketing Denise Hill said:

“Working with tour operators and other travel intermediaries is an important way of influencing how Scotland is promoted and sold across the globe.

“With over 50% of international visitors using an intermediary to book part or all of their trip to Scotland, tour operators and agents play a critical role in helping to shape the Scotland that is presented and available to book by visitors across our key markets. 

“Participating at ITB Berlin and similar events, we work to build strong relationships with these operators, encouraging the development of Scotland holidays which meet the needs of the evolving consumer and spread the benefit of tourism throughout Scotland and across the year. 

“The businesses joining us are helping to showcase the best of Scotland and we’re supporting them to reach new visitor audiences in new markets.” 

Norbert Lieder, Managing Director of Inverlochy Castle Management International (ICMI) said:

“ITB Berlin has always been a very important trade exhibition for us to meet luxury tour operators not only from Germany, but actually from the whole world.” 

Freda Newton, Owner and Managing Director of Loch Ness by Jacobite said:

“The German market is an important market for Loch Ness by Jacobite.

“We hope to reconnect with current customers and hopefully persuade some new customers to Visit Loch Ness and the Highlands” 

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