If there was one clear message coming out of VisitScotland Connect 2026 in Glasgow, it was this: Scotland is investing heavily in trade and giving travel advisors more product than ever to sell.
This year’s event welcomed 330 buyers from 20 countries, up from 272 in 2025, alongside 289 suppliers, including 68 new businesses joining the line-up for the first time.
For advisors and tour operators, that meant more fresh experiences, more regional product and plenty of new ideas to take home to clients.
And there was no shortage of business being done. Across the event, an impressive 10,200 pre-scheduled meetings took place, proof that VisitScotland Connect continues to be one of the most productive trade events on the calendar.
From boutique stays to rail journeys, whisky experiences to luxury escapes, the variety of product on show reflected how Scotland is continuing to evolve beyond its classic icons.
Learning, networking and real conversations
Education also played a key role, with 49 delegates attending the Travel Distribution Seminar, where the focus turned to practical strategies around distribution, partnerships and navigating changing booking behaviours, topics that resonate strongly with travel advisors working in an increasingly digital landscape.
But as with many trade events, some of the most valuable moments happened outside the meeting rooms.
The VisitScotland Connect Dinner, attended by around 490 delegates, was easily one of the standout moments of the program and a true celebration of Scottish spirit.
Hosted in classic Glasgow style, the night delivered big on energy, with live performances from top Scottish musicians followed by a lively ceilidh that saw delegates ditching formalities, swapping business cards and taking to the dance floor.
Scotland beyond the brochure
The real magic happened after the conference, with 13 famil trips hosting 136 buyers across the country.
These itineraries showcased 170 tourism businesses spanning more than 22 regions, highlighting everything from community-led experiences and cultural storytelling to luxury properties and scenic rail journeys.
For travel advisors, famil programs like these remain invaluable, not just for product knowledge, but for experiencing the small details that make itineraries truly sellable to clients.
What it means for advisors
The biggest takeaway from VisitScotland Connect 2026 was the depth and diversity of product now available across Scotland.
There’s a clear shift toward more meaningful travel, regional exploration and experiences that connect travellers with local communities.
For advisors, that translates into richer itineraries, longer stays and more opportunities to tailor journeys beyond the traditional highlights.
