Scotland is welcoming more international visitors than ever, making it the fastest-growing UK nation for inbound tourism, and VisitScotland is planning to continue the momentum at its Connect 2026 event in Glasgow in April. The annual trade event remains a vital platform for Scottish tourism businesses to connect with international tour operators and travel advisors while showcasing the country’s landscapes, culture, heritage, and welcoming experiences.
A range of trade resources is also available providing opportunities for travel professionals to engage with the VisitScotland team and Scottish businesses, supporting the planning of their Scotland programs.
“The latest international passenger figures confirm Scotland’s global appeal hasn’t diminished,” says Cat Leaver, Director of Strategy and Competitive Intelligence at VisitScotland. “Our landscapes, culture and history, and one-of-a-kind events, and, of course, the warmth of our welcome, continue to attract visitors from across the world.
“Better airlinks and favourable exchange rates have only helped make it easier for visitors to plan a trip to our shores. International visitors tend to stay longer and spend more than domestic visitors, so their contribution is vital to Scottish tourism, benefiting communities across the country.
Leaver notes that “North America and Europe were once again leading the charge to Scotland,” but adds, “While we are encouraged by signs of continued strong international performance… we cannot afford to be complacent. We remain firmly committed to supporting Scottish tourism and events, through our work with national and regional partners. From our business support program designed to help businesses reach new markets and create memorable visitor experiences, to our ongoing marketing efforts to position Scotland as a must-visit, must-return, year-round destination for both UK and international visitors.”
In 2024, there were 4.37 million inbound visits to Scotland surpassing 2023 levels by 9% and 2019 levels by 26%. Visits from North America accounted for 25% of all inbound visits (1.1 million) and 39% of total spend (£1.5 billion) during 2024. An increase of 13% and 7% on 2023 and 71% and 85% on 2019 levels respectively.
VisitScotland Connect 2026
VisitScotland’s flagship travel trade event, Visit Scotland Connect will be staged in Glasgow for the first time on April 15-16. Building on the success of the 2025 event, which connected 243 Scottish tourism businesses with 2,572 tour operators and travel advisors from 20 markets in a workshop-style event designed to be a leading platform to grow Scotland’s visitor economy.
Supported by Visit Glasgow, the event at Scottish Event Campus (SEC) will highlight Scottish businesses’ commitment to responsible tourism and showcases the nation’s diverse and sustainable tourism products.
With a program of fam trips tailored for buyers who are focusing on reduced carbon offerings, local food and drink, year-round experiences, and off-the-beaten-track destinations, VisitScotland Connect is encouraging responsible product development that ensures Scotland can be enjoyed for generations to come while growing its share of global travel in a sustainable way.
By fostering international connections, the event strengthens Scotland’s position as one of the world’s most economically, environmentally and socially sustainable destinations while unlocking new business opportunities for the tourism industry.
For more information for Connect 2026, click HERE.
Travel professionals resources
Meanwhile, VisitScotland offers a host of resources for travel professionals on its dedicated Travel Trade Hub, ranging from regional destination information to events and latest happenings (for both trade and consumers), suppliers directory, videos, maps, marketing assets, VisitScotland contacts, and much more. There is also a newsletter for the trade. Visit the Travel Trade Hub HERE.
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