Scottish Tourism Month – a reminder of the vibrancy of our industry

By?Malcolm Roughead ?OBE, Chief Executive at VisitScotland

It’s hard to believe that next week is the third anniversary of the COVID-19 national lockdown.??

That fateful period marked the start of a challenging new course for Scottish tourism. One which we are still navigating our way through with additional pressures of the cost of doing business now facing industry too.??

Despite that, it’s fair to say we’ve come a long way over the past three years and this year’s Scottish Tourism Month is a reminder of the positivity and passion the industry shares when it comes together.??

It’s been fantastic to have team VisitScotland joining colleagues from sectors, destinations and businesses at events such as ScotHot, the Power of Food Tourism and forthcoming regional conferences in the south, Ayrshire and Lochaber.??

We’ve been sharing our expertise in areas like social media, marketing and destination development. We’ve also been learning from so many other enthusiastic and knowledgeable representatives across the industry.?

These events are a reminder of the vibrancy of our industry and the most important asset that we have – the inspiring people behind the first-class visitor experience that our country offers.?

The green shoots that are beginning to emerge don’t just herald the start of spring but also evidence of the continuing recovery of the sector.??

Yes, there are still challenges – there always will be – but there is good reason for optimism too.?

Early signs suggest encouraging interest in Scotland for this summer including from international visitors who tend to stay longer and spend more in our local communities; every region and destination stands to benefit from this interest.?

Last year revealed stronger international visitor numbers over the summer than expected, with trips only slightly down from 2019 levels but the value of these trips actually up on the same period in 2019.?

Rest assured we are focused on building on the shoots of recovery in tourism and events. Our marketing and business support activities are all designed to ensure a quality experience for visitors. We're committed to ensuring that Scotland remains top of mind not just with visitors but also buyers, agents and tour operators across the world who can sell Scotland on our behalf.?

This will continue in earnest in a few weeks’ time when more than 200 buyers, representing 23 countries, travel to Scotland to take part in VisitScotland Connect, our first in-person travel trade show since the pandemic.?

There, they will be face to face with almost 180 Scottish suppliers to learn more about their product and experiences.?

The event will be complemented by regional showcases (fam trips), where selected buyers will have opportunities to experience unique Scottish products for themselves.???

Held at the P&J Live in Aberdeen on 19 - 20 April, VisitScotland Connect is a key part of our activity to support the industry and drive Scotland’s visitor economy. It’s been designed specifically to create a more targeted opportunity for key buyers and suppliers to connect.???

To see such strong international interest from buyers has been fantastic and just further reinforces the demand for Scotland’s offering.??

As we near Easter and visitors start to become a visible part of our communities, I want to remind those in tourism and events of how far we have come, what we have achieved over these difficult few years and what opportunities lie ahead.

Tourism is a force for good and Scottish Tourism Month is a fitting reminder of that.