Connecting Fife to the World at VisitScotland Connect 2025

Earlier this month, we had the exciting opportunity to attend VisitScotland Connect 2025, Scotland’s flagship travel trade event, where we met with international buyers from across the globe. Held at the P&J Live in Aberdeen, the event brought together hundreds of Scottish tourism businesses and global tour operators, travel agents, and destination management companies—all eager to discover the very best Scotland has to offer.

For us, this was more than just a networking event—it was a chance to tell the story of Fife on a global stage. Over two packed days of scheduled appointments, we connected with buyers from North America, Europe, China, and emerging markets who were keen to learn more about what makes Fife so special.

There was a real appetite for new product across Scotland, and we were delighted to see growing interest in the east coast in particular. Buyers are looking beyond the well-trodden routes, eager to offer their clients fresh and authentic experiences—something Fife is ideally placed to provide. From hidden coastal gems to curated farm experiences, there’s a sense that the east of Scotland is having its moment.

We were proud to attend the event alongside several brilliant Fife-based businesses, showcasing the strength and diversity of our region's tourism offering. Joining us were Best of Scotland Holidays, Teasses Estate, The Fairmont St Andrews, the University of St Andrews Conference, Events and Accommodation team, SAS Travel, Marine and Lawn, Broomhall Estate, R&A World Golf Museum and colleagues for Scotland's Tay Country—each playing an important role in promoting Fife to the world.

There was a real appetite for new product across Scotland, and we were delighted to see growing interest in the east coast in particular. Buyers are looking beyond the well-trodden routes, eager to offer their clients fresh and authentic experiences—something Fife is ideally placed to provide. From hidden coastal gems to curated farm experiences, there’s a sense that the east of Scotland is having its moment.

We also had the chance to showcase the range of accommodation available in Fife, from luxury hotels and boutique guesthouses to cosy rural retreats. With increasing demand for unique and high-quality places to stay, it was encouraging to hear buyers speak positively about our offering. Many are keen to include accommodation that reflects the character of the area, supports local businesses, and adds real value to their itineraries.

Another strong theme throughout the event was sustainable tourism, with buyers actively seeking experiences that are low-impact, locally led, and meaningful. Fife’s rich mix of heritage, food and drink, outdoor adventure, and warm hospitality aligns perfectly with this demand.

As always, what made the event so powerful was the face-to-face conversations—building relationships, sharing ideas, and hearing first-hand what buyers are looking for in 2025 and beyond. The energy in the room was inspiring, and we left with new partnerships and fresh ideas to develop for the coming seasons.

We're proud to be part of Scotland's vibrant tourism community and grateful to VisitScotland for delivering such a well-organised and impactful event. We’re looking forward to welcoming new visitors to Fife as a result of these connections—and continuing to put our region firmly on the map.