Several tourism businesses from Aberdeen and Aberdeenshire are to attend an event to help them grow by reaching more visitors through the domestic and international travel trade.
Held on 9-10 April at P&J Live in Aberdeen, VisitScotland Connect 2025 is designed to increase the country’s share of global travel in a sustainable way, supporting the economic growth of one of Scotland’s most valuable industries.
Almost 30 trade-ready regional businesses will be among more than 240 from across Scotland – including accommodation, experiences and attractions – who will connect with over 250 buyers who plan inspirational Scotland trips for their clients. They represent 20 countries, including those in North America, Europe, Asia-Pacific and the UK domestic market.
The event provides a unique opportunity for these eligible businesses - who can work with and sell through an intermediary, such as a tour operator, travel advisor or Destination Management Company (DMC) - to showcase new destinations, experiences and products which can be included in travel itineraries being sold around the globe.
VisitScotland Connect is an integral part of the national tourism organisation’s support to enable Scottish businesses to internationalise and sell their experiences to markets all over the world.
Whilst the UK is the largest market for visits to Scotland, international visitors tend to stay longer and spend more, which is of vital importance as the industry continues to face challenges as a result of the cost of living and the cost of doing business.
David Jackson, VisitScotland regional director, said: “VisitScotland Connect is part of our wider plan to support tourism and events. It presents an important opportunity for tourism businesses in Aberdeen and Aberdeenshire to meet face-to-face with global tour operators and travel agents to showcase the amazing visitor offering this region has, which enhances the economic growth of tourism and events.
“As an economic growth agency, VisitScotland has three key priorities – market development, place development and business and experience development.
“Through our work with and support for the industry, we help to stimulate investment into Scotland and help businesses internationalise and reach new customers at home and abroad.
“At the same time, we are helping the tour operators to find new regional experiences to share with their customers, addressing their changing holiday demands and continuing to evolve Scotland’s profile as a destination.”
“I am thrilled to see that yet again, so many tourism businesses from Aberdeen and Aberdeenshire are attending and I wish them every success at the event.”
Last year's VisitScotland Connect (credit: Newsline Media)
Businesses joining VisitScotland Connect for the first-time from Aberdeen and Aberdeenshire include the Aberdeen Douglas Hotel, Cairngorm Bothies, Fasque Castle, Glen Tanar Estate, Glenshee Ltd, Language Travel Tours, The Pastry Academy and Twinpeakes Flyfishing Ltd. The region will also be promoted by VisitAberdeenshire.
Lydia Arrowsmith, sales manager at Peterhead Prison Museum, is also attending for the first time and said: “We’re thrilled to be attending VisitScotland Connect 2025 for the first time, representing Peterhead Prison Museum.
“As a flagship event, this is a fantastic opportunity for us to connect with key players in the travel industry, expand our reach and showcase our unique tourist attraction. We hope this event will help us to attract more visitors from Aberdeenshire, Scotland and beyond.”
Judith Brandner, from German tour operator Argus Reisen, who specialises in tailor-made trips for individual travelers, said: “We participated for the first time last year which was very important for us as it gave us the chance to introduce ourselves to the Scottish suppliers.
“This year we are looking forward to developing these relationships further and also meeting new suppliers. Tourism is very much a business that is based on personal relationships, which is why we find it important to take the time to come to Scotland and meet the business owners and their representatives.
“As Scotland is still quite a new destination for us as a company, it takes time to establish ourselves in the market but with the great help we are receiving from Scottish businesses, VisitScotland and other regional tourism boards through their wealth of knowledge and insights, we feel that we are on the right track.
“This year, I am looking forward to catching up with partners across the board.”
In addition to the travel trade workshop event in Aberdeen, participants will also take part in a specially curated programme of 13 familiarisation trips (fam trips) - both pre and post event - will showcase the best of Scotland’s tourism offering across 21 regions and involving around 130 businesses.
Seven fam trips will take place in the region, including Northeast Delights which will include a stay at Ardoe House Hotel, an Aberdeen food and drink tour, and visits to Aberdeen Maritime Museum, the City of Aberdeen Distillery, the Gordon Highlanders Museum, Drum Castle, Aberdeenshire Highland Beef and the Braemar Highland Games Centre. A Luxury Escapes fam trip will see buyers staying at the Marcliffe Hotel in Aberdeen and visiting Fyvie Castle.
Highlighting products with a strong emphasis on sustainability, these fam trips allow travel trade representatives to experience first-hand everything from local culture and food and drink to luxury and outdoor adventures and wildlife at a variety of different destinations.
Feedback from the 2024 event revealed that 90% of suppliers were satisfied with the business potential the event provided and 90% of buyers planned to feature places visited on fam trips in their future Scotland programmes.