The power of global travel industry events

It's been a busy couple of months for our Business Development and Intermediary team with several key events taking place to connect Scottish tourism businesses with the travel trade industry.

In October, we delivered two Business Development Missions (BDM) in London and this month, we attended the European Tourism Association’s (ETOA) events, Global European Marketplace (GEM) and World Travel Market. Take a look at how delivering and attending these events help businesses to internationalise, develop world-class visitor and event experiences, and reach new customers both at home and abroad.

Business Development Missions

In October, we hosted two Business Development Missions (BDMs) in London. This followed the success of last year’s event, also held in London. We provided 39 Scottish tourism businesses, who are travel-trade ready, the opportunity to showcase their bookable products to key tour operator contractors. The goal of our missions is to help new and smaller businesses establish new relationships with international trade, create sustainable growth, and ultimately increase visitor numbers to their business and Scotland.

Across both days, tourism businesses engaged in more than 700 one-to-one meetings with travel trade contacts from China and East Asia, and North America and Australia markets, showcasing products and bookable experiences that have been tailored to the buyers.

Here’s what our attendees thought of the event…

"We met several high value prospects and clients at the event. There have been sales secured since then, which in part we attribute to the North America Business Development Mission"

"Superb choice of appropriate, enthusiastic and professional buyers. Some had not heard of me, some are already working with me, some used to and will work again. Very very positive"

"This is a brilliant event, one of the best I’ve attended. A great selection of keen buyers, who all seemed well-briefed on the attractions attending. The room layout was excellent"

"VisitScotland's support was superb"

"We met a number of new suppliers that we plan to use, subject to contracting"

"We met some fantastic suppliers, most of whom we are already looking to include in our 2025 itineraries, experiences, attractions and accommodation"

"I met two suppliers I will be booking services with for 2025 and 2026"

Buyers and Suppliers from our 2024 events

Global European Marketplace (GEM) by ETOA (European Tourism Association)

GEM, which takes place each year in London, connects more than 800 travel trade professionals from all over the world over two days, and includes one-to-one appointments, insights seminars and networking opportunities.

This year we held 34 meetings with key global travel trade contacts. The sentiment among travel intermediaries was that Scotland is not only returning to 2019 levels, but is expected to experience growth for 2025.

Our travel trade contacts were positive and receptive about the prospect of expanding their programmes beyond the traditional shoulder seasons to include more late-winter itineraries.

We’ll support travel intermediaries to develop these new programmes, incorporating businesses and experiences that have winter visitor offerings so they can share and sell them to their clients.

World Travel Market 2024

In November we attended the annual World Travel Market (WTM) at ExCeL London. This global event is the world’s most influential for the travel and tourism industry.

WTM follows an exhibition format, with global destinations and tourism providers exhibiting and buyers connecting through pre-arranged appointments and walk-ups.

This year we exhibited alongside UKinbound, VisitBritain and 10 tourism businesses from Scotland. Working with UKinbound gives Scotland additional exposure at the event, allowing us to showcase alongside other UK destinations and Scottish tourism businesses.

This year, our teams met with over 100 key travel trade, media, and marketing contacts including engagements with key accounts, tour operators, destination management companies (DMCs) and airlines.

It was also an opportunity to meet with new contacts and connect with our key account tour operators (who sell Scotland holidays) to hear about the increasing demand for unique, authentic, and personalised experiences.

Our staff at WTM 2024. Credit: Keith Campbell