Orkney tourism businesses were amongst tourism organisations and businesses from across Scotland that took part in more than 7,000 meetings with travel intermediaries – including tour operators, travel advisors and Destination Management Companies representing Scotland’s most important visitor markets – at a recent event.
Alongside VisitScotland’s Industry Relationship Manager for Orkney, Lee Inkster, representatives from Destination Orkney, Serco Northlink Ferries and Pentland Ferries attended the national tourism organisation’s flagship travel trade event, VisitScotland Connect 2024, which is designed to grow the country’s share of global travel in a sustainable way. It was held at the P&J Live in Aberdeen.
Cheryl Chapman, VisitScotland Development Manager for Orkney, said:
“Destination Orkney once again did a magnificent job of showcasing our beautiful islands and their tourism opportunities to a worldwide audience. The feedback on both the event and the meetings they held with buyers was overwhelmingly positive.
“The nine tour operators who were lucky enough to join the VisitScotland fam trip were blown away by the beauty of Orkney and our rich, varied and quality tourism offer. Several said it was the best fam trip they had been on.
“Our visitors – both international and domestic – are vital for the sustainable growth of the visitor economy here in Orkney – staying longer and spending more money in our local communities. VisitScotland Connect provides a quality platform to help drive that visitor economy and offers a targeted opportunity for key buyers and suppliers.
“VisitScotland works with the tourism industry in Orkney to develop our islands as a must-visit, must-return destination. This event again reflected the importance of responsible tourism, by highlighting businesses with the best sustainable and inclusive practices.
“VisitScotland Connect is only one element of a comprehensive intermediary marketing strategy which works year-round to bring visitors to Orkney.”
In addition to the event itself, a specially-curated programme of familiarisation trips (fam trips) showcased the best of Scotland’s tourism offering, including a trip to Orkney.
Adam’s Place, Alison Moore Jewellery, Ayre Hotel, Beach Gallery, Deerness Distillery, Earls and Bishops Palaces, Highland Park Whisky Store, Italian Chapel, Lynnfield Hotel, Orkney Brewery, Scapa Flow Museum, St Magnus Cathedral and Grainbank Mews were among businesses that hosted the fam trip group.
Global travel continues to grow post-pandemic, and the return of international markets to Scotland has been very much in evidence. Scottish tourism businesses are keen to take advantage of higher-spending long-haul visitors in particular, and increasingly recognise that working with the travel trade is a way to access that opportunity.
As many as 64% of international visitors to Britain use travel intermediaries to plan and book their package. Among long-haul travellers this rises to 73%, so working with travel intermediaries can be a very targeted and lucrative way to get Scottish tourism into our core markets and for businesses to secure future bookings.
Billy Robb, Customer Service Director at Serco NorthLink Ferries, said:
“VisitScotland Connect 2024 was a fantastic event attended by delegates from 23 countries. It was invaluable to have the opportunity for open two-way discussions with key stakeholders from various businesses ranging from sole traders to large national groups. We are thrilled with the many enquiries we’ve subsequently received.”
Destination Orkney had 77 meetings over the two days and although historically favoured by markets within the UK, Ireland and Europe, this year they had an increase in diary appointments with buyers from long-haul destinations interested in Orkney due to a growing demand from their clients in the USA, Canada, Australia, New Zealand, China and Korea.
Martin Fleet, Destination Orkney Director, said:
“It is important that Orkney businesses are represented at this key trade show to encourage visitors to keep coming to Orkney. By meeting with international and national tour operators, we get a good idea of what they are looking for and insight on opportunities for extending the season and the new products and services we should be developing, such as adventure travel.
“We had a lot of interest from buyers keen to include Orkney in their tours and also heard about the challenges they face in trying to contract with us, such as lack of buses and accommodation, which we need to work together to address with all stakeholders.”
Stephen Cotter, who is based in the UK for CIE Tours, USA, said:
“VisitScotland Connect is very important to us – it’s the biggest event in Scotland. Each year we have a lot of business that comes to Scotland.
“We deal with about 150 suppliers throughout the UK and throughout Scotland so it’s great to see everybody under the one roof in a short space of time. We see them-face-to face, which makes a huge difference, and also discover new things that we don’t know about.”
VisitScotland Connect will be held again on 9 and 10 April 2025, at the P&J Live.