More than 20 Moray Speyside tourism businesses attended a workshop to understand the benefits of working with the travel trade.

VisitScotland, in partnership with Destination Marketing Organisation Visit Moray Speyside, organised the sold-out event, which took place at the Laichmoray Hotel in Elgin on 25 February.

 

Travel intermediaries – including tour operators, travel advisors and travel agents – are based all over the world and plan inspirational Scottish trips for their clients. These intermediaries can provide the reassurance and guidance visitors are seeking when planning and booking holidays.  

Those tourism businesses attending the event learned about travel distribution and how to drive the growth of their tourism business beyond the UK market. They also learned how to capitalise on multiple routes and locations to attract new business and year-round visitors.   

As a direct result of the event, four businesses have now signed up to VisitScotland Connect – the national tourism organisation’s flagship travel trade event taking place at P&J Live in Aberdeen next month. 

The event explained how tourism businesses can use market insights and trends to stay ahead of the curve and help create unique, bookable products for the travel trade, promoting slower travel, longer dwell times, and higher spending for their business and community.   

One-to-one sessions also offered tailored advice on modern booking systems and digital strategies; and the event also gave businesses the chance to network with industry experts and peers.  

As well as sessions with VisitScotland and Visit Moray Speyside representatives, Claire English, Senior Project Manager Cultural Quarter, at Moray Council, provided an update on the progress of the Moray growth deal investment into the Cultural Quarter.   

David Jackson, VisitScotland Regional Director, said: “With significant investments like the Elgin Cultural Quarter drawing international interest, now is the perfect time for Moray Speyside tourism business to position themselves on the global stage.   

“There was a positivity and eagerness from those attending to create strong tourism products and increase the visibility of Moray Speyside to visitors. I hope the workshop will help them strengthen their distribution strategy and position their business for success in today’s challenging economic climate. 

“VisitScotland collaborates with destinations to promote regional and seasonal spread of visitors, ensuring that the benefits of tourism and events are felt by our communities and residents too.  

 

“With VisitScotland Connect 2025 – our flagship travel trade event – taking place in Aberdeen on 9 and 10 April, this session gave businesses a real taste of the raft of benefits that working with the travel trade can bring and how they can maximise those opportunities.” 

Ollie Lake, owner of Thorabella Farm at Dallas, Forres, said: “I chose to attend the travel distribution day to find ways to help promote my farm and what we have to offer here for the general public and tourists.  

“I came away with more knowledge about the travel trade and have also signed up to VisitScotland Connect to help promote my farm to people all over the world. There are exciting times ahead!” 

Gemma Cruickshank, CEO of Visit Moray Speyside, said: “Moray Speyside has so much to offer visitors, from breathtaking landscapes to world-renowned food, drink, and heritage experiences. By working more closely with the travel trade, our tourism businesses can reach new international audiences, extend the visitor season, and grow sustainably. 

“As the region’s dedicated Destination Marketing Organisation, Visit Moray Speyside plays a vital role in ensuring businesses have access to the knowledge, training, and opportunities needed to thrive in an increasingly competitive global market. Workshops like this are crucial in helping businesses develop the right products and connections to attract international visitors. 

“By working in partnership with VisitScotland, we can continue to deliver these valuable sessions, supporting businesses to maximise their potential and ensuring Moray Speyside is firmly on the map as a must-visit destination. Together, we are strengthening the region’s tourism industry and securing a more sustainable future for our visitor economy.”