Published on : Monday, August 21, 2017
The considerable development of one-stop connectivity for Australian visitors as a result of flights to Scotland via the Middle East presents even greater opportunity to increase the spend in Scotland of this long-standing, long-staying market.
Making the most of this opportunity and working with Etihad Airways and other partners, staff at VisitScotland are currently on an Antipodean Business Development Mission, with trade events taking place in venues across new Zealand and Australia, including the Etihad Stadium in Melbourne and the Sydney Opera House.
In addition to targeting greater numbers of older ancestral and cultural explorers, in preparation for 2018 and Scotland’s Year of Young People the team will be putting a particular focus on reaching out to younger travellers, encouraging them to look out for the programme of events and activities to be spotlighted in 2018.
Returning to Australia, the VisitScotland team will also be hoping to continue its work in leveraging the enormous interest generated when accompanying the Royal Edinburgh Military Tattoo, which thrilled audiences during performances in Melbourne last year.
According to the latest International Passenger Survey (IPS) statistics, Scotland welcomes around 142,000 Australian visitors a year, generating £126 million for the economy. New Zealand accounts for 32,000 visitors and £21 m.
In the course of the mission, VisitScotland has partnered with Etihad Airways and Glasgow Life to host a number of events for the travel trade at the Etihad Stadium in Melbourne and the Sydney Opera House, with pipers from Melbourne and from the Isle of Skye providing entertainment. They will host their final event at the Hilton Auckland on Wednesday (23 August).
Etihad Airways has one-stop connectivity from Melbourne, Sydney, Brisbane and Perth to Scotland via Abu Dhabi to Edinburgh seven days a week, connecting travellers from across Australia and New Zealand.
Kirsten Spence, Senior Market Manager at VisitScotland, said: “Scotland has never been so well connected with our major long-staying target markets in Australia and New Zealand. We’ve long seen visitors of all ages from the region but, with Scotland’s Year of Young People coming up in 2018, there is a fantastic opportunity to flag to intrepid young Antipodeans just how easy it now is for them to come and sample Scotland’s unique brand of adventure and fun.”