Visit Scotland’s chief executive, Vicki Miller outlines a year of experiences for groups visiting the country including museum redevelopments and key diary dates.
There has been huge investment in the visitor experience for people taking a holiday in Scotland this year to look forward to.
These include significant developments: Inverness Castle Experience, Perth Museum, Paisley Museum, Scottish Crannog Centre, Edinburgh Gin distillery and Highland Park distillery in Orkney.
It’s why Scotland’s popularity as a visitor destination remains strong in the UK and worldwide.
And we continue to work with the Scottish tourism and events industry and communities to ensure Scotland is a responsible destination, encouraging visitors to make sustainable choices.
Looking forwards, there are plenty of new and established experiences to choose from for our valued group visitors and travel trade in 2025.
Glasgow marks its 850th anniversary with a calendar of events and activities that celebrate both its proud industrial past and transformation to a world class cultural, leisure and sporting destination.
With powder white beaches, wildlife and Gaelic culture, the Outer Hebrides have been recognised by National Geographic of being one of the ‘Best of the World’ destinations for travellers in 2025.
It promises to be another spectacular year of events. Aberdeen is a host port of The Tall Ships Races. Glasgow will kick start the year with Celtic Connections, the UK’s premier celebration of Celtic music, while Edinburgh will once again take centre stage as it hosts the world-famous Edinburgh Festivals throughout the year.
Glasgow marks its 850th anniversary with a calendar of events and activities that celebrate both its proud industrial past and transformation to a world class cultural, leisure and sporting destination.
The Black Watch Museum in Perth will commemorate 300 years since the historic regiment was first raised, in the aftermath of the first Jacobite Rebellion.
For visitors seeking to gain a deep understanding of our fantastic food and drink offerings and unique traditions, meet the maker experiences and agritourism remain in-demand products.
Providing a taste of Scotland’s larder, Westerton Farm in Aberdeenshire have introduced a new field to fork dining experience. Finlay’s Farm, Dumfries & Galloway and Lunan Bay Farm, Angus offer sustainable farm experiences. Visitors can experience spinning and weaving and croft tours at Pocket House Studio on the Outer Hebrides.
Whatever the interest or activity, our travel trade team can assist you in finding the right products to suit your groups and help visitors get the most out of their time in Scotland.
Vicki Miller,
Chief Executive, VisitScotland
Find out more by visiting www.traveltrade.visitscotland.org.
This comment is from the 2025 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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