Uploaded August 2026 | Updated September 2026, 1 week ago
In this VisitScotland Bitesize Webinar, Marjorie Hogarth, Assistant Market Development Manager for Australia, looks at why the Australian market represents a huge opportunity for Scotland's visitor economy and for your business.
Using some of the latest available data, plus insights from industry conversations, Marjorie provides an overview of Australian visitor profiles, travel motivations, booking behaviours and expectations.
Marjorie highlights the strong emotional connection many Australians have to Scotland. Scottish ancestry, scenery, history, culture and people are key motivations for Australian visitors and represent opportunities for tourism businesses offering authentic experiences and products that bring these motivations to life.
The webinar also touches on considerations for tourism businesses wishing to engage with new markets, including being ready to work with the Travel Trade, being discoverable online and embracing international visitors.
Find further information, guidance and resources for tourism and event businesses on the VisitScotland Business Support Hub:
support.visitscotland.org
The VisitScotland Business Support Hub offers information and guidance on how to reach new visitor markets:
support.visitscotland.org/advice-support/grow-your-business/visitor-markets
Browse the VisitScotland Business Support Hub's guidance on selling through travel distribution partners:
support.visitscotland.org/advice-support/grow-your-business/travel-distribution
View previous webinars and register for upcoming webinars on the VisitScotland Business Support Hub's Business Essentials: Webinars page:
support.visitscotland.org/training-events/webinars
Sign up for the Business Support monthly newsletter to get the latest advice and tips straight to your inbox:
support.visitscotland.org/newsletter
Subscribe to our VisitScotland Essentials YouTube channel for more webinars, as well as industry news and events from VisitScotland:
youtube.com/@VisitScotlandEssentials
In this VisitScotland Bitesize Webinar, Marjorie Hogarth, Assistant Market Development Manager for Australia, looks at why the Australian market represents a huge opportunity for Scotland's visitor economy and for your business.
Using some of the latest available data, plus insights from industry conversations, Marjorie provides an overview of Australian visitor profiles, travel motivations, booking behaviours and expectations.
Marjorie highlights the strong emotional connection many Australians have to Scotland. Scottish ancestry, scenery, history, culture and people are key motivations for Australian visitors and represent opportunities for tourism businesses offering authentic experiences and products that bring these motivations to life.
The webinar also touches on considerations for tourism businesses wishing to engage with new markets, including being ready to work with the Travel Trade, being discoverable online and embracing international visitors.
Find further information, guidance and resources for tourism and event businesses on the VisitScotland Business Support Hub:
support.visitscotland.org
The VisitScotland Business Support Hub offers information and guidance on how to reach new visitor markets:
support.visitscotland.org/advice-support/grow-your-business/visitor-markets
Browse the VisitScotland Business Support Hub's guidance on selling through travel distribution partners:
support.visitscotland.org/advice-support/grow-your-business/travel-distribution
View previous webinars and register for upcoming webinars on the VisitScotland Business Support Hub's Business Essentials: Webinars page:
support.visitscotland.org/training-events/webinars
Sign up for the Business Support monthly newsletter to get the latest advice and tips straight to your inbox:
support.visitscotland.org/newsletter
Subscribe to our VisitScotland Essentials YouTube channel for more webinars, as well as industry news and events from VisitScotland:
youtube.com/@VisitScotlandEssentials
