The document discusses UKinbound and working with the travel trade in Scotland. UKinbound represents inbound tourism interests and has almost 400 members, including tour operators, accommodations, and destinations. It aims to provide business development opportunities and lobbying support for its members. The travel trade includes tour operators who resell tourism products to customers. Working with operators is beneficial as they bring visitors year-round from various markets and promote destinations. Scotland is analyzed, noting strengths like its identity and scenery but also weaknesses like lack of accommodation. Successful work with operators involves capitalizing on popular themes, presenting a complete offering, focusing on appropriate markets, and working together across regions.

1. UKinbound and working with
the Travel Trade
Andrew Macnair
Business Development Manager, Scotland

2. What we will cover today
• Who UKinbound is and what we do
• What is the Travel Trade and why is it important ?
• Scotland from the perspective of the Travel Trade
• How can you work successfully with the Travel Trade?

3. UKinbound in Scotland
• Trade association representing interests of inbound tourism – 2.75
million visits worth more than £1.9 billion to the Scottish economy in
2016
• Almost 400 members across the UK – e.g. inbound tour operators,
accommodation providers, attractions, transport companies,
destinations – including Moray Speyside Tourism
• Permanent presence in Scotland since 2014 – growing membership
here
• Scotland is important for members based in rUK – over 25 % state
that more than half their inbound business is to Scotland

4. What we do - business development
opportunities

5. What we do - lobbying

6. Travel Trade – a definition
• Intermediaries that resell tourism product on to end customers
• Within the inbound tourism industry, these people and companies
are known as ‘inbound tour operators’
• They in turn work with operators/agents across the world sell on to
many of the visitors coming to Scotland and Moray
• Can be individual products e.g. hotels or ‘packaged’ products
• About 150 of UKinbound members define themselves as inbound
tour operators

7. Why work with inbound tour operators ?

8. Why work with inbound tour operators ?
• They bring individuals as well as groups
• They bring visitors from all international markets
• They bring business throughout the year, not just at peak times
• Many are looking for, and receptive to new ideas, destinations and
products
• They are a cost effective distribution channel
• Through their overseas contacts provide free promotion and
marketing of products and destinations

9. Why work with inbound tour operators?

10. Scotland the Destination -
a quick SWOT analysis

11. Strengths and Opportunities
The good stuff
• We have a very strong, separate identity distinct from the rest of the
UK
• Scenery, history, food and drink second to none
• (Short term) better value due to weak Sterling
• Outlander!
• We are seen to be welcoming and are friendly people! (more so than
the rUK)
• We are seen to be safe
• Scotland is becoming more accessible viz. more European flights into
Inverness and Aberdeen, long haul flights into Glasgow and Edinburgh

12. What’s the perception of Scotland ?
Weaknesses and Threats
• Lack of good quality accommodation in certain areas of the country
and availability of accommodation generally at peak times
• Need for more joined up provision of visitor experience
• The shortness of the tourism season overall, especially in the North of
Scotland
• Tendency for visitors to focus on the honey pot destinations
• Lack of knowledge about product and destinations – Scotland is not
just Edinburgh, Skye and Loch Ness

13. What’s the perception of Scotland ?
Weaknesses and Threats

14. How do we work successfully with
inbound tour operators ?
• Play to our strengths – capitalise on icons and themes that are
popular and will act as ‘hooks’ of focus rather than necessarily the
destination

15. How do we work successfully
with inbound tour operators ?
• Present the sum total of the parts – accommodation, what there is to
see and do, consider practical issues e.g. coach parking, journey times
• Provide sample itineraries
• Work together across boundaries – both physical and metaphorical
• Focus on the markets most appropriate for your destination in terms
of product offer and accessibility

16. What do we all need to do together
better or differently ?
• Recognise areas where we need to make improvement in Scotland in
terms of product offer and service and take action accordingly to
address issues e.g. training, getting necessary investment in
infrastructure, tackling issues re accommodation, supporting SMEs
• Keep pushing at local, regional and national level to ensure that we
get the support for tourism it deserves
• Working together at all levels as one ‘team Scotland’!

17. What we will cover today

18. And finally…..