Visit Scotland’s chief executive outlines a year of experiences for groups visiting the country including museum openings and a spotlight on Scotland’s newest city.
As tourism recovers from the effects of the pandemic, what is clear is that Scotland remains a desired destination for both our UK and international visitors.
As part of that recovery, VisitScotland is continuing its collaborative approach with our communities and the tourism industry to become a responsible tourism destination for the benefit of all.
In 2024 there are plenty of new and established experiences to choose from for our valued group visitors and travel trade.
The Stone of Destiny, used in the inauguration of Scottish monarchs, will be at the heart of the new £26.5 million Perth Museum, opening in the spring. Perth, continuing with its ambition for a ‘coach-friendly status’, is renowned for welcoming groups.
New experiences include the Scottish Crannog Centre, set to open its new museum by Loch Tay in Perthshire, allowing visitors to step back in time to the Iron Age, the recent £12 million upgrade to Discovery Point in Dundee, and the development of Scone Palace.
Those looking to create new itineraries could include the city of Stirling, which will be marking the 900th anniversary of its Royal Burgh status in 2024 and is home to Stirling Distillery and Stirling Castle (including the Argyll and Sutherland Highlanders Museum). It is also the 750th anniversary of King Robert the Bruce’s birth and there are plenty of ways to mark the occasion, such as a visit to Dunfermline Abbey.
Dunfermline – Scotland’s newest city – offers a great alternative to accommodation outside Edinburgh, and with its heritage quarter, which includes Dunfermline Carnegie Library and Galleries, is a welcome stop for groups.
The majestic equine sculptures, Kelpies, located within Falkirk’s The Helix Park, will be celebrating their 10th anniversary, with the town also set to welcome the opening of not one but two distilleries (Falkirk Distillery and Rosebank Distillery). The nearby Falkirk Wheel is the focus of green investment by Scottish Canals as part of its ambitious net zero plans and to develop its visitor experience.
Those looking to create new itineraries could include the city of Stirling, which will be marking the 900th anniversary of its Royal Burgh status in 2024 and is home to Stirling Distillery and Stirling Castle.
For unique food and drink experiences, agritourism is hugely popular in Scotland with farms across the country welcoming groups for experiences such as field to fork, sheepdog trials and feeding Highland cows.
Cultural stops could include Aberdeen Art Gallery, and the Burrell Collection in Glasgow, while the National Trust for Scotland is developing new bookable experiences specifically for groups across their properties.
Whatever you are looking for, our travel trade team can help create programmes to suit the group travel market.
Malcolm Roughead,
Chief Executive, VisitScotland
Find out more by visiting www.traveltrade.visitscotland.org.
This comment is from the 2024 edition of Who’s Who in Group Leisure. Posted to thousands of our readers, it is also available online for everyone by clicking here.
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