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Scotland comes back stronger and more sustainable

The put up Scotland comes back stronger and more sustainable appeared first on TD (Travel Daily Media) Travel Daily.

Vicki Miller, director of promoting, Go toScotland

Now that journey is slowly coming back, individuals are travelling more consciously and are in search of locations that enable them to reconnect, reset and reinvigorate with nature. Prompted by the current pandemic, travellers are in search of more sustainable locations. Scotland sits on the axis of all of those.

Scotland is looking louder than ever to all travellers as a spot to take pleasure in world-class meals and drink, occasions, movies, historical past and tradition. Having labored tirelessly over the previous 18 months to adapt to and embrace the brand new regular, Scottish companies are open as soon as more and are able to welcome guests.

TD sits down with Vicki Miller, director of promoting at Go toScotland and passionate storyteller and enhancing buyer expertise, about Scotland’s accountable restoration and its new choices.

Travel Daily (TD): How vital is accountable restoration for tourism in Scotland?

Vicki Miller (VM): The COVID-19 pandemic has made individuals pause and mirror concerning the future, the atmosphere, and their influence on it. Visitors have at all times had an curiosity in sustainability nonetheless it’s now more acute than ever. For instance, when surveyed, 73% of long-haul travellers expressed nice curiosity in travelling more sustainably in future and choosing locations that are much less crowded and with a dedication to creating tourism sustainable. Go toScotland might help travellers plan and take pleasure in an eco-friendly journey.

We are analyzing our personal operations to make sure we’re more sustainable, by way of our advertising exercise we’re selling sustainable experiences and encouraging guests to journey more responsibly. We are additionally encouraging guests to remain longer, purchase native, go to all 12 months spherical, discover more extensively and, in flip, contribute to the sustainable high quality of lifetime of these communities. This will ease stress on extraordinarily busy areas and make sure the financial advantages of tourism are evenly unfold throughout the nation all year long.  Go toScotland can be dedicated to working with the tourism trade to supply help and steerage on how you can grow to be more sustainable by way of the Destination Net Zero programme.

In line with the nationwide tourism technique, Outlook 2030, and our personal framework for sustainable and accountable development, our 4 precedence areas are financial, environmental, social and cultural. We are working to help the safety and thoughtful enjoyment of Scotland’s pure and cultural heritage and we’re supporting the transition to a low carbon financial system. We are guaranteeing that tourism and occasions contribute to thriving communities and ensuring that tourism and occasions in Scotland are inclusive.

TD: What are the adjustments in your message and model in keeping with accountable tourism restoration?

VM: In October 2021, we launched our Tread Lightly marketing campaign – this can be a new environmental strand to our international Scotland is Calling advertising marketing campaign. It features a movie and content material which inspires guests to “tread lightly” when visiting Scotland, while highlighting the numerous experiences, locations and companies which permit them to make their go to more sustainable. It is being distributed by way of paid and social media in a few of Scotland’s key markets (UK, Europe, USA, China). As an island, air connectivity will proceed to be important for worldwide journey. International travellers are an vital market and Scotland Is Calling is concentrated on supporting Scotland as a accountable vacation spot the place travellers can decelerate, re-charge, escape and take pleasure in immersive and sustainable tourism experiences.

“VisitScotland is committed to working with the industry to create a long-lasting sustainable tourism destination.”

From a few of the most spectacular off-the-beaten-track locations and distinctive eco-friendly locations to remain, to simple journeys by public transport and train-accessible bike routes, VisitScotland has collated some fantastic resources for travellers to make a journey that they will be ok with.

Go toScotland is dedicated to working with the trade to create a long-lasting sustainable tourism vacation spot supporting the ambition of Outlook 2030, for Scotland to be recognised globally as a frontrunner in accountable tourism, which is able to shield the pure and cultural atmosphere and profit guests and residents alike.

TD: Why individuals ought to go to Scotland put up COVID?

VM: There are so many the explanation why Scotland is Calling – it’s a singular and particular vacation spot meaning it’s on the prime of travellers’ must-see lists. Our welcoming nature and humour, the proximity of our cities to unspoiled nature, our mild and air, the magical and mysterious historical past, even our use of language and dialects… to call only a few! All of those components are calling guests to Scotland in 2022.

“Scotland is a place where visitors can feel connected…”

Whether assembly new individuals, sharing new experiences, reconnecting with nature, or simply respiratory within the recent air, reminiscences to final a lifetime are ready to be made in Scotland. Scotland is a spot the place guests can really feel linked, even when it’s their very first time right here, however on the identical time, they will disconnect as they depart every part behind and discover the nice outside, uncover the fascinating historical past and uncover Scotland’s cultural highlights.

Scotland is a spot the place guests shall be left speechless by the surroundings, the historical past and the structure they encounter but they received’t be capable of wait to inform all their associates about what they’ve seen. The vacation spot is filled with one-of-a-kind, solely Scotland moments and it’s solely by being right here that guests can actually expertise the surprise and great thing about the vacation spot. That’s why Scotland is Calling!

2022 is Scotland’s Year of Stories the place we are going to have fun tales impressed by, written, or created in Scotland. Stories are an important a part of Scotland’s tradition and each group has a distinct story to inform. Shared tales, whether or not spoken, written, sung or filmed are what give a way of place, historical past and belonging. As a part of the themed 12 months, we shall be launching journey commerce itineraries impressed by the Year of Stories. Scotland’s tales mirror who we’re and form how others see us. Our tales allow us to encourage others to find Scotland and we hope that our tales are calling travellers in 2022 in order that they will come and create their very own tales and reminiscences right here in Scotland!

TD: What are the brand new applications and coaching you supply to journey brokers?

VM: In April this 12 months we hosted Discover Scotland: Reconnect 2022 which linked 298 worldwide journey commerce consumers with 324 commerce prepared Scottish suppliers over a collection of almost 4.5k digital conferences. This shall be complemented by dwell regional showcases (fam journeys) in May and September, the place chosen consumers may have alternatives to expertise distinctive Scottish merchandise for themselves.

Our SCOTSagent programme is designed particularly for the journey commerce, offering an introduction to the vacation spot, in-depth exploration about what to see and do in Scotland, and showcasing the perfect of what the nation has to supply purchasers. Our Travel Trade groups Send out a month-to-month electronic mail publication, highlighting what’s new by way of product, advertising inspiration, and new assets that may assist our middleman companions promote Scotland to their purchasers. We additionally repeatedly supply webinars to supply vacation spot inspiration and Q&A alternatives. Additionally, the Go toScotland Travel Trade web site is a superb useful resource for journey commerce representatives.

TD: What journey traits do you assume we are going to see this 12 months and how do you intend to capitalise on these traits?

VM: Firstly, the significance of journey advisors within the reserving journey throughout all markets is a development that we’re responding to. We perceive that, as journey returns, more and more potential travellers shall be in search of reassurance and a degree of safety round their vacation bookings; that is the place advisors and brokers may have a key function. This is why in our restoration technique we’re inserting such significance on schooling, coaching and engagement with the journey commerce.

The current success of our trade occasion Discover Scotland: Reconnect 2022, enabled our middleman companions to attach with companies right here in Scotland to grasp their merchandise while additionally creating alternatives for companies right here in Scotland to interact with journey commerce at a pivotal time in post-pandemic restoration, demonstrates the integral function journey brokers and advisors will play within the tourism restoration right here in Scotland.

Secondly, with 16-34-year-olds anticipated to be among the many first to journey this 12 months, and international insights suggesting this age vary will lead the worldwide journey market’s post-COVID revival, Go toScotland is focusing the second part of our Scotland is Calling marketing campaign on attracting youthful guests. It goals to make sure Scotland is entrance of thoughts with those that are but to make their journey plans. Go toScotland is specializing in audiences we all know need to journey once more and utilizing the channels we all know they use to assist present how Scotland can fulfil their emotional wants.

While youthful guests are anticipated to journey sooner, Go toScotland recognises the significance of its core viewers and continues to interact and encourage them about all {that a} go to to Scotland can supply. This subsequent part of Scotland is Calling will assist construct new, deeper connections with guests in our key markets, inspiring them to plan a visit to Scotland sooner or later. Working along with trade, stakeholders, and the Scottish Government we need to improve momentum and be sure that Scotland is the vacation spot of alternative for all guests in 2022 and past.


The put up Scotland comes back stronger and more sustainable appeared first on Travel Daily.

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