This year we marked St Andrew’s Day by giving international media and travel trade a taste of Scotland at special events held in key European markets, Germany and France.
Scottish trad music, islands, food and drink, and responsible tourism were the themes at the events held in the Scottish Government offices of the UK Embassies in Berlin and Paris.
The Berlin event
Led by Denise Hill, Head of Intermediary Marketing at VisitScotland, the event focused on Scotland’s exhilarating new traditional (neo-trad) music and festival scene. We set these within the context of responsible tourism and of delivering the kind of authentic, immersive experiences visitors increasingly demand.
Working in partnership with representatives of Scotland’s culture sector and Scottish Government, the case was also made for trad music as an important international export.
An exciting new video showcasing this vibrant scene, along with a whisky tasting, brought the experience to life, with tour operators and media then treated to a concert featuring Beth Malcolm Duo and Talisk, as part of the international Ceòlas tour.
A responsible tourism roundtable was also held with key representatives from the German travel industry involved in the development of sustainable travel.
Denise Hill, Head of Intermediary Marketing at VisitScotland