Regional partnership promotes Scotland's Forth Valley to international travel industry
Boosting travel trade interest of Forth Valley was the theme of a recent international buyers event recently held in Glasgow (April 2026) where Falkirk, Stirling and Clackmannanshire councils joined forces to highlight the significant tourism available in the three areas.
Working under the ‘Scotland’s Forth Valley’ trade identity, more than 50 meetings were held with influential buyers from trade markets across the world at the VisitScotland Connect 2026 event, supported by Visit Glasgow at the Scottish Event Campus (SEC).
This included the USA, Canada, Germany, France and China who all showed strong interest in authentic, less crowded destinations and distinctive visitor experiences.
Opening doors to global markets
The aim of the event was to target international travel companies who work with tour operators, travel agents and other companies that help visitors plan and book trips who will bring more high-spending visitors to the area.
The partnership has attended ‘Connect’ as a region for the past three years, and the level of buyer interest at this year's event signals further opportunities for Forth Valley tourism businesses to reach international markets.
More than 60% of international visitors book through travel companies such as tour operators and travel agents, making this an important route to market.
By working together, the partners can give travel companies a stronger and joined up offer of visitor experiences across the Forth Valley.
The work also helps local tourism businesses attract more international visitors, increasing spend in the region, and supporting jobs and business growth.
Ahead of VisitScotland Connect, this compelling trade offer was launched via a new dedicated website, scotlandsforthvalley.co.uk, created by the partners to meet the travel trade needs and make the area essential and easier to sell to their clients.
The site includes information about the area, transport links, marketing materials and a directory of more than 60 local businesses offering tourism experiences for the travel trade, and is a useful source to see all the travel trade products and information in one place.
A unique destination gaining momentum
Forth Valley is home to well-known attractions including The Kelpies, Stirling Castle, The National Wallace Monument, The Falkirk Wheel and The Japanese Garden at Cowden, with the reopening of Rosebank Distillery also adding to the region's list of popular destinations.
A range of combined Forth Valley itineraries has been developed for the travel trade, including engineering tours at The Falkirk Wheel, abseiling experiences at The Kelpies, after-dark tours at The National Wallace Monument, and VIP group experiences at Rosebank Distillery.
VisitScotland has been supporting the partners with their long term business development strategy for Scotland's Forth Valley and has helped develop the basis of storytelling about the region via workshops on what makes Forth Valley unique.
With strong transport links, Forth Valley is within around an hour's drive from both Glasgow and Edinburgh. This gives travel companies an accessible base for visitors who want to explore central Scotland.
The partnership joined UKinbound in 2025, connecting Scotland's Forth Valley with a network of more than 500 inbound tourism businesses across the UK.
A travel trade visit is planned for September 2026, giving UKinbound members the chance to experience the region first-hand.
Councillor Cecil Meiklejohn, Leader of Falkirk Council, said:
Forth Valley has a strong visitor offer, and this partnership allows us to present it in a way that works for international travel buyers.
"By working across council boundaries, we can give travel buyers a clearer picture of the region and give local businesses a better chance of reaching new markets.
"The interest we have seen through VisitScotland Connect shows there is clear demand for what the area has to offer.
VisitScotland Regional Director Lynsey Eckford said:
Throughout the year, our teams work closely with domestic and international tour operators, travel advisors and agents.
"This is vital when more than half of Scotland's international visitors plan and book their trips through these partners.
"These relationships help shape new tourism products and itineraries, while giving us valuable insight into what global travellers are looking for.
"VisitScotland Connect brings this work to life, giving Forth Valley tourism and events businesses access to buyers they may not otherwise reach. The connections made here continue long after the event ends, supporting business growth, strengthening
"Scotland's year-round offer and positioning the country as a responsible destination visitors want to return to.
"VisitScotland Connect is part of our core purpose to drive the visitor economy, growing its value to Scotland, and supporting jobs, businesses and communities.
Note to editors
- scotlandsforthvalley.co.uk provides information on the region, transport links, marketing materials and a directory of local businesses offering tourism experiences for the travel trade.
- VisitScotland Connect is Scotland's main travel trade event, connecting international buyers with Scottish tourism businesses.
- UKinbound is the trade association for the UK's inbound tourism industry, representing more than 500 businesses.
- 17 tourism businesses from Forth Valley attended VisitScotland Connect 2026.
- 330 international travel buyers, up from 272 in 2025, representing 20 countries.
- 289 Scottish tourism businesses, up from 243 in 2025, including 68 new businesses.
- 13 Fam Trips across Scotland's regions, including Forth Valley, with 136 buyers experiencing 170 Scottish businesses.
- 49 delegates attended a Travel Distribution Seminar to gain practical insights into achieving sustainable growth within the travel distribution landscape.
- VisitScotland Connect will return to the SEC on 15 and 16 April 2027.
- 12,750 tourism-related jobs across Stirling, Falkirk and Clackmannanshire. Source: Scottish Growth Sector Statistics, December 2025.
- Those businesses interested in starting their journey to work with the travel trade can find resources on VisitScotland's dedicated Business Support Hub.
