A flagship travel trade event which brings Scottish companies together with international tour operators is worth an estimated £8.6 million to Scotland*, VisitScotland can reveal.  

VisitScotland Connect 2026, supported by Visit Glasgow, will be held for the first time in the city next year at the Scottish Event Campus (SEC). Registrations are open for Scottish businesses to participate. 

The event is a key part of the national tourism and event organisation’s activity to drive the visitor economy by increasing Scotland’s share of global tourism. 

It offers a unique opportunity for tourism businesses, including accommodation, experiences and attractions to meet and do business with tour operators and travel experts, representing markets in North America, Europe, Asia-Pacific and the UK. 

In some cases, opening new international markets for attendees, leading to long-term growth through the introduction of these new networks. 

These operators help promote a spread of destinations and can ensure Scotland’s offering is included in travel itineraries for the coming years. These are then sold to visitors around the world. 

With a broad range of Scottish tourism businesses attending VisitScotland Connect from across Scotland – and a focus on a seasonal spread of experiences and packages – the event is important for national sustainable tourism goals. 

Figures show Scotland welcomed a record number of international visitors in 2024. With half of all overseas visitors booking their trips through tour operators or travel advisors, the event has been credited with helping Scottish suppliers get their experiences and services in front of global audiences. 

This not only helps individual businesses to grow but contributes to that wider visitor economy, supporting jobs, attracting investment and sustaining communities right across the country. 

New figures* show that the most recent VisitScotland Connect event in April, which was attended by almost 250 tourism businesses and over 270 travel buyers, resulted in bookings worth an estimated £8.6 million to Scotland. And the business benefits continue onward, as buyers and suppliers further develop their relationship over the years that follow. 

A survey conducted after the event found that every Scottish tourism business who responded anticipated generating sales for their business as a result.  

Additionally, 91% of travel trade buyers said they anticipate introducing, expanding, updating or changing their programme or products as a result of their attendance and their engagement with the Scotland experiences on offer. 

VisitScotland’s Director of Marketing and Digital, Jill Walker, said: “VisitScotland Connect is an integral part of our work to help more Scottish businesses to internationalise and capitalise on growing international interest. 

“These new figures demonstrate its value and role as a catalyst for economic growth, providing an unrivalled platform for tourism businesses to showcase their experiences and services directly to buyers representing our most important visitor markets.   

“Encouraging visitors to stay longer and spend more money in our local communities is vital for the sustainable growth of the visitor economy.

“As we prepare for VisitScotland Connect in Glasgow next year, we will continue to work closely with businesses and our travel partners to promote Scotland as a must-visit, must-return, year-round destination.”

Aileen Crawford, Head of Tourism and Conventions at Glasgow Life – which delivers the city’s Visit Glasgow destination marketing, said: “We look forward to connecting with travel trade buyers at VisitScotland Connect. As Scotland’s flagship travel trade event, it presents an invaluable opportunity to promote Glasgow’s world-class tourism offer – enabling us to shine a spotlight on the wealth of exciting experiences and events our city offers visitors and share details with domestic and international buyers on why the city deserves to be an itinerary planning priority.  

“Glasgow is celebrating its 850th anniversary throughout 2025, and during this momentous year for the city we’re promoting the renowned cultural attractions, acclaimed architecture, captivating culture, fabulous food and drink scene, legendary hospitality, and warm welcome our wonderfully dynamic destination offers.    

“Glasgow’s award-winning events programme – which includes internationally renowned annual favourites including Celtic Connections and the Glasgow Film Festival – is another important aspect of our world-class visitor experience. So, we’re also promoting the unique events we have in store, including major sports highlights such as the 2026 Commonwealth Games and EURO 2028.”  

VisitScotland Connect will be held on 15 and 16 April 2026, at the SEC in Glasgow and is for businesses who are ready and able to work with travel trade. 

Businesses can apply to attend the event via the registration link on the Connect event website.