VisitScotland has officially launched its Year of Young People programme. The programme, which will run through 2018, highlights the country’s bounty of festive events and emerging leaders, underpinning Scotland’s forward-thinking MICE industry. The programme runs in conjunction with Legends, the digital-only campaign that highlights similar ideals around Scotland’s innovations and pioneering spirit within the business events arena.
“Many have asked ‘What exactly is the Year of Young People and how does it relate to VisitScotland from a business events perspective?’” said Richard Knight, VisitScotland’s Americas director of marketing. “My answer to that query is that we’re seeing two things happening simultaneously – millennials are growing into leadership roles and looking for destinations that match their fun-loving sensibilities. And at the same time, the incentive industry is growing, and buyers are looking for exciting events happening in tandem with their programs. The Year of Young People will shine a light on both developments, whilst showcasing a twist to many of the traditions and cultures for which Scotland is famous.”
The growth of the ‘bleisure’ market means that convention-goers are often keen to explore happenings beyond their event programming, spelling huge economic opportunities for Scotland. Around 70% of business travellers visiting Scotland extend their stay to enjoy the many adventures to be had in the country – an unsurprising statistic given the many accolades Scotland continues to win in the consumer press.
Most recently, the country was named Rough Guides Most Beautiful Place in the World, as voted by consumers and Glasgow was ranked 10th on the all-important New York Times 52 Places to Go in 2018 list. It remains easy for travellers to get to Scotland with 90,000 new seats and a new route from Washington to Edinburgh added this year.
