An elite group of travel agents from around the world, who have been trained to sell Scotland in their home countries, are visiting Scotland this week.
The ‘SCOTS Agents’ (Specialist Counsellors On Travel to Scotland) are all experts on Scotland, following training with the national tourism organisation, VisitScotland.
For the first time, the SCOTS Agents programme has now been adapted for global use and 81 international tourism ambassadors will attend this year’s VisitScotland Expo– a national travel trade event – to be held on Wednesday 16th and Thursday 17th April in Aberdeen’s Exhibition and Conference Centre.
The specialist programme, which is an on-line package covering destination education, has now been extended beyond the US and Canadian market to include travel agents and tour operators further afield. The number of Scots Agents has increased to just over 5000 with selected ambassadors in China, India, Korea and the Middle East who are now qualified to sell Scotland to consumers in their home countries.
Judy Lowstuter of Celtic Journeys based in the US, said: “My participation in the SCOTSMaster program began in 2002. While the course was challenging, the materials and support received from my VisitScotland executive gave a good, solid foundation on which to build the business of selling Scotland.
“Over the years, the continued support, open lines of communication, and dedication to the North American agent have been a beacon of guidance and a constant source of knowledge.”
The flagship event, organised by Scotland’s national tourism organisation, is expected to be worth £1.7 million to the host city of Aberdeen and will bring buyers from both established and emerging markets such as China, Russia, India and this year, Brazil.
Around 250 tourism businesses will be showcased at the event and will sell Scotland’s tourism products and services to UK and International operators. Around 20% of the 450 buyers from the UK and Irish markets are attending for the first time.
As Scotland’s only business-to-business event for the travel trade, VisitScotland Expo provides an excellent opportunity to showcase the whole country to these influential buyers. The exhibition is open to buyers from all sectors of the industry – coach tour operators, group travel organisers, conference and incentive buyers, travel agencies, independent tour operators, as well as wholesalers – specially selected from worldwide markets. This year around 40 new exhibitors will take to the stands in their bid to sell Scotland as a tourism destination.
The show will include two days exhibiting as well as a ‘shindig’ where tourism trade have the opportunity to network. VisitScotland is organising several familiarity trips for buyers, UK and International press around different regions in Scotland giving them first hand experience of our tourism product which they can then sell back in their own countries.
VisitScotland Expo also offers an ideal business to business environment for Homecoming Scotland to match up International tour operators with suppliers of Scottish products, assisting in the creation of enticing holiday packages for Homecoming Scotland’s inspirational programme of events throughout 2009.
Philip Riddle, Chief Executive of VisitScotland said: “We are delighted to bring VisitScotland Expo back to the north east this year. There are great benefits from a travel trade show such as Expo, not only for the host city, but for the country as a whole as we work together with tourism businesses to promote Scotland as a quality destination.
“We have adapted our specialist ‘SCOTS Agents’ programme this year to include ambassadors from other countries in addition to building on our existing US programme. Many of our international visitors book their holiday through intermediaries so by targeting selected travel agents and tour operators we can attract visitors from both established and emerging markets.
“Investment into our country from buyers across the world is crucial to remain on the worldwide tourism platform and by cross selling within the industry, we can achieve our shared ambition with them – to achieve 50% growth by 2015.”
