Record income from Europe is boosting Scotland’s economy in the form of £8.5 million of potential economic impact in business tourism enquiries handled at a major international trade show last year. As a result, an unprecedented number of business tourism providers will showcase the country at this year’s Exhibition for the Incentive Business Travel and Meetings industry (EIBTM) in Spain.
In total, 18 partner organisations will join VisitScotland’s Business Tourism Unit (BTU) on the Scotland stand at EIBTM in Barcelona from 30 November – 2 December, with the event being fully subscribed four months in advance. Aimed at European buyers primarily, the leading global event for the meetings and events industry event attracts interest from North America as well as the emerging markets of Russian and South America.
Typically in previous years attendance at EIBTM has delivered around £1 million in potential economic impact from enquiries handled at the show. However, last year, due in part to the strength of both the Euro and the Dollar, that figure increased eight-fold to almost £8.5 million, making it one of the strongest trade marketing opportunities for Scotland.
Commenting on the show, Amanda Henderson, marketing manager, Europe, with VisitScotland’s BTU, said: “Increasingly tourism providers in Scotland are recognising the value of promoting what the country offers to international audiences. This will be the largest presence that Scotland has had at EIBTM which is testament to the strength of the European business tourism market, as well as to our partners’ confidence that EIBTM provides a good return on investment.”
As well as the major conference centres and city convention bureaux, partners joining the BTU on the Scotland stand will include venues such as Apex Hotels, Cameron House, The Old Course Hotel, Hotel Missoni and Dundas Castle, plus the Unique Venues of Edinburgh consortium.