VisitScotland's Business Essentials: Webinars provide an easy to understand introduction to important topics which can help you improve and grow your business.
As part of VisitScotland’s business support programme, this new series of webinars is open to all Scottish tourism and events businesses. Sign up for these sessions and get a short overview of each topic with valuable actionable insights and a chance to ask questions of our experts.
Most of these webinars are designed to be bitesize – they will get you started with some tips for each topic, without disrupting your daily business operations. If you want to learn more, you’ll be directed to the best articles or how-to guides on the Business Support Hub.
The programme will run all year round, and each webinar will be recorded – so if you can’t make a live webinar on the day, you can come back here to watch the presentation recording on-demand.
Thursday 23 July, 14:00-14:30
Explore the latest trends shaping the Chinese market, with updated data and on-the-ground insights. Learn how visitor expectations and channels are evolving, and how your business can adapt to reconnect and stay competitive.
Thursday 6 August, 14:00-14:30
A refreshed overview of the Australian market, including updated trends, traveller preferences and effective marketing channels. Gain practical insights and examples to help you engage this audience and maximise opportunities in the year ahead.
Thursday 20 August, 14:00-14:30
A refreshed look at key European market data, evolving visitor behaviour and channels that convert. Learn what’s changed in the past year, with practical insights and real-world intelligence to help you better target and attract European visitors.
Available to view from 10 September, 2026
Hear from a panel of experts as they bring to life a real-world Scottish case study, exploring how collaboration can create meaningful, community-led tourism experiences. Learn how to develop responsible, locally rooted products and connect with international markets, with insights from Tourism Cares, Intrepid Travel and Radical Weavers.
If you have any questions you would like put to the panel, please submit them for consideration to our Business Enquiry and Support team.
Watch recordings of our previous webinars – most of the presentations are around 10-20 minutes, although some are longer.
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Learn the latest North American travel trends, preferences and booking behaviour to help you refine your approach and reach visitors more effectively.
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Learn about package travel regulations, as Travlaw’s Nick Parkinson, gives an expert overview of the regulations and details on upcoming changes.
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Discover the essential steps to claim and verify your listing, ensuring your business appears accurately across Google Search and Maps.
Recorded 22 May 2025
Discover how an online travel agent can increase bookings and profitability for your tourism experience business.
Recorded 4 September 2025
Discover how travel distribution can help you reach more potential visitors and grow your business.
Recorded 18 September 2025
Discover how to pitch to a travel distribution partner and learn about tailoring your messages to different audiences for maximum effect.
Recorded 30 October 2025
Explore how thoughtful enhancements can help your tourism experience stand out and generate greater returns through travel distribution.
Recorded 12 March 2026
Gain an overview of travel trade activity for 2026/27 and learn practical guidance, including the knowledge and collateral you need to attend events.
Recorded 21 May 2026
Discover the steps businesses need to take to be trade ready as Tour Partner Group explain how a Destination Management Company creates an itinerary.
Recorded 26 February 2026
Learn about the Scottish Thistle Awards – discover how to showcase your excellence to the judges and the benefits winning can bring to your business.
Recorded 30 April 2026
Discover how to identify and build strong, media-ready stories from your business, and how to work effectively with PR to reach the right audiences.
Recorded 16 April 2025
Learn how to craft engaging stories, plan and analyse content for each platform, and generate high-quality posts.
Recorded 8 May 2025
Learn how the right booking system can transform your tourism experience’s operations from streamlining processes to maximising bookings.
Recorded 25 September 2025
Demystify the world of Search Engine Optimisation (SEO) and learn how to grow your tourism or event website's organic search traffic.
Recorded 16 October 2025
Learn how applying simple user experience principles can boost your website's performance and help your business grow.
Recorded 13 November 2025
Discover the essential steps to claim and verify your listing, ensuring your business appears accurately across Google Search and Maps
Recorded 8 January 2026
Find out how to list your self-catering business with Google Holiday Rentals and improve your visibility online.
Recorded 11 December 2025
Discover how taking small steps towards accessibility and inclusivity can open your business to a wider audience and boost customer satisfaction.
Recorded 29 January 2026
Discover our 4 steps to improving your inclusivity – review your business, improve your offering, plan for the future and evaluate your progress.
Recorded 5 June 2025
Learn about our domestic visitors and what motivates them, and discover the future prospects for domestic tourism.
Recorded 3 July 2025
Learn about the potential of this market by understanding the preferences of these visitors, which channels to use to reach them and further insights.
Recorded 17 July 2025
Discover the main booking inspirations of European visitors, their preferences while in Scotland and how to leverage these insights to your advantage.
Recorded 31 July 2025
Learn about the motivations and travel behaviours of Chinese visitors to Scotland and how to tailor your offer to best meet their expectations.
Recorded 27 November 2025
Stay ahead of the curve with insights into the latest trends shaping leisure travel and how your business can adapt to meet expectations.
Recorded 9 July 2026
Learn the latest North American travel trends, preferences and booking behaviour to help you refine your approach and reach visitors more effectively
Recorded 4 December 2025
Discover the steps and resources to consider when developing sustainability goals and targeting your emissions.
Recorded 15 January 2026
Discover how to navigate resources and access climate tools on our Business Support Hub to develop or enhance your climate action plan.
Recorded 12 February 2026
Learn how responsible tourism development can meet the demand for meaningful and authentic experiences while benefiting local communities.
