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Published on : Friday, October 7, 2016
Throughout my working life I‘ve been travelling from one place to another, become pretty good at solitaire and read most of those novels you really ought to but never get round to. Why? Because I’ve lost count of the hours lost waiting in airports for connecting flights because I couldn’t reach my destination easily and quickly. Happily, that is pretty much no longer the case.
Scotland is more connected than ever before through international air routes – giving it a louder voice within key markets. And VisitScotland is playing a major role in bringing new airlines to Scotland through innovative marketing partnerships on key routes.
Last week, Glasgow Airport declared it had seen its busiest summer ever, helped by a 13.5% increase in visitors on EU inbound flights and a 6.3% uptick in long-haul visitors throughout August. This has been partly due to new Canadian carriers such as WestJet, Air Canada Rouge and Air Transat bringing in visitors from one of our key markets. Add this to the 27% visitor increase in quarter one from the International Passenger Survey and the stats so far are looking good for 2016.
Every year we work with airline partners from across the globe to help build the case for and support the marketing of dozens of new and expanding routes into Scotland. We work with more than 20 airlines to sustain current routes and attract new ones, investing almost £2 million in joint marketing.
As well as the obvious impact on bringing in more visitors, route development enables us to get out there and sell Scotland in key markets more easily.
Here at VisitScotland, we capitalise on these routes to new destinations by working with diaspora organisations and Scottish university alumni networks across the globe to help get the word out about Scotland.Engaging with both these groups allows us to convey the more traditional ancestral message but also contemporary messaging.