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  6. The Great Tapestry of Scotland case study

The Great Tapestry of Scotland case study

5 minute read • Last updated: 19 May 2025

Located in Galashiels in the Scottish Borders, The Great Tapestry of Scotland Gallery and Exhibition Centre opened in 2021.

Housing one of the world's largest community arts projects (the Great Tapestry of Scotland) and with an exhibition space, shop, café, private workshop space, and convenient coach parking nearby, it quickly became one of the Scottish Borders’ most popular attractions.  

We spoke with Callum Black, Marketing and Events Officer for the centre, who leads on their work with travel distribution partners.

Learn how the centre began working with partners and the benefits it has brought.

In this article:

  • Working with travel distribution partners
  • Looking ahead
  • Advice for other businesses

Working with travel distribution partners

Making the decision

Callum explained the decision was an easy one for the team at the Great Tapestry of Scotland. “Many members of the team have extensive experience in tourism and recognise the importance of collaborating with the travel trade to access global markets.” 

The team had discussions with VisitScotland, South of Scotland Destination Alliance, tour operators and Destination Marketing Companies (DMCs). “After some initial advice we were confident that our unique and engaging visitor attraction would resonate with visitors, making it a key component of our marketing strategy.”  

They knew that securing presence in tour operator brochures not only drives bookings but significantly raises awareness among those planning to visit Scotland. 

Engaging with others

A girl looks at a panel from the Great Tapestry of Scotland depicting the building of Forth Rail Bridge

The panels at the Great Tapestry of Scotland

© Great Tapestry of Scotland / Phil Wilkinson

The first thing the team did was to take advice from experts. Callum said: “We collaborated closely with independent tourism business development consultants, whose extensive expertise was invaluable in creating travel trade packages and connecting with interested tour operators worldwide. 

“We also commissioned a travel trade industry expert to produce a report with recommendations, drawing on their knowledge of promoting the south of Scotland.” 

Before the visitor centre even opened they attended key tourism events such as the VisitScotland Expo (now VisitScotland Connect), a South of Scotland FIT networking event, Explore GB, and Reconnect.  

“These events allowed us to introduce the centre to the market well in advance, recognising that most tour operators plan at least one to two years ahead.”  

Attending these events allowed them to get travel distribution contacts interested in their product.  

“The response was overwhelmingly positive, with some operators immediately adding us to their brochures and provisionally booking tours. We have maintained proactive communication with many of these operators, working closely with them to adapt our offerings to better meet their needs. Within our first year of marketing the attraction, we successfully engaged with over 70 different travel trade companies.”

Enjoying the benefits

''Collaborating with the travel trade boosts both the volume and value of visitor spending at our attraction. It allows us to maximise our marketing budget by engaging with international markets that are otherwise difficult to access through traditional, high-cost platforms.''

Looking ahead

A woman walks through an exhibition space

The Great Tapestry of Scotland

© Great Tapestry of Scotland / Phil Wilkinson

Passionate about Scotland’s history, heritage, and culture, Callum and the team are keen to grow the number of travel distribution partners they work with.

“To date, we have received particular interest from tour operators based in the USA, Canada, China, Australia as well as most European countries.”  

And they strive to improve their product offering: “The visitor centre hosts a variety of visiting exhibitions and workshops ensuring there’s always something new for visitors to enjoy.

“We warmly welcome feedback on how we can better meet the needs of visitors and encourage travel trade partners to get in touch.” 

The team are looking to work with industry partners interested in collaborating on travel trade packages. 

Advice for other businesses

''Listen carefully to tour operators’ recommendations, as they have direct insights into what would attract their clients.''

“Develop bookable, travel trade-ready products that tour operators can easily access. Then, prepare a concise sales pitch or factsheet containing all the key information the travel trade needs to understand what you have.” 

Callum credits the Great Tapestry of Scotland’s travel partner success with networking, attending trade events and taking industry advice. “Listen carefully to tour operators’ recommendations, as they have direct insights into what would attract their clients. 

“Plan ahead, ideally two years in advance, and collaborate closely with travel trade experts at VisitScotland, your local DMO, or independent consultants to understand the travel trade’s requirements.” 

How to work with a partner

Working with a travel distribution partner can help you bring your unique product to more customers and generate more revenue for your business.

It takes time to develop a partnership with a distribution partner. Our series of practical articles and videos will help you build a mutually beneficial relationship for years to come.

Selling through travel distribution partners

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