Visit Scotland
DCI Positions Scotland as a Business Tourism Market.
When Scotland wanted to build its business tourism reputation among North American planners for corporate events, DCI forged a new partnership. Positioning Scotland as an English-speaking destination with unique business tourism activities, bookings boomed.
The Challenge
Scotland already benefited from a remarkably strong international tourism brand in North America’s leisure tourism industry, but mostly among leisure travelers interested in sightseeing, not business travelers. The nation wanted to change that to increase arrivals by targeting planners of business trips in Scotland. DCI sought to convert this brand equity into a world-class brand by increasing corporate travel, congresses, meetings, and incentive travel from the U.S. and Canada.
The Solution
DCI’s initiatives communicated Scotland’s unique assets as the birthplace of golf and as an industry leader in sciences and energy, alongside Scottish hospitality, to a targeted audience. That audience included MICE industry publications, business meeting planners, incentive agencies, and association management companies in North America that helped convert this expanded interest into actual business event bookings that boosted the tourism sector.
The Results
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Secured 12 meeting planners to advise Visit Scotland.
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Earned for Scotland in U.S. business and meetings press
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Generated for meetings and incentive business in one year.
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Secured in economic impact
Your company has been working hard for us in Scotland and has provided considerable new MICE business to all regions and many of the venues in Scotland. You are considered and valued as an extended part of our Business Tourism Team.
Minister for Energy, Enterprise and Tourism The Scottish Government
