Scotland rewarded for sport destination marketing effort

Following an incredible 2014 in which Scotland welcomed the world, the national tourism organisation has been awarded the ‘Sport Tourism Destination Marketing Award’ at the European Sport Tourism Summit, held at Thomond Park Stadium in Limerick (Thursday 14th May). 

Awarded to EventScotland, the events team at VisitScotland, the accolade follows a year in which Scotland hosted the ‘best ever’ Commonwealth Games, a hugely successful Ryder Cup, and a leg of the IAAF Diamond League; amongst an annual portfolio which featured a number of globally recognised major events.

The European Sports Tourism Awards recognise and rewards innovation and achievement in sports tourism across the continent. The awards are a key part of the annual European Sports Tourism Summit, which sees CEOs, directors and key decision makers from the world of sport and tourism come together to discuss the fastest growing global tourism sector.

Other destinations shortlisted for the award were: Welcome to Yorkshire, VisitEngland, London & Partners, VISITFLANDERS and Wild Atlantic Way.

Paul Bush OBE, Director of Events for VisitScotland said: “There has been a step-change in how we are perceived around the world in terms of major events and we are now most certainly amongst an elite group of global event destinations. 2014 was pivotal in terms of delivery, but also significantly through marketing, which helped us to maximise the benefits associated with our world-class portfolio.

“This award recognises the achievements of the team, not only in 2014, but over the past decade since the inception of EventScotland to position the country as the perfect stage for events. Scotland is perceived by global federations and rights holders as a destination that can host successful events, reach a global audience and add significant value to brands; which puts us in an enviable position within a fast moving marketplace.” 

Mike Cantlay OBE, Chairman of VisitScotland said: “Major events play a key role in Scotland’s tourism offering and our world-leading approach has put us at the forefront of this global industry. We have capitalised on our success throughout 2014 and used our events programme as a launchpad into 2015, a year which sees us delivering an outstanding programme including three world Championships, a European Championships, two golf majors and the Davis Cup to name but a few.”

“The world of sports destination marketing is an increasingly competitive field, and we are proud to have been recognised by the industry for what was an incredible year in Scotland. We will not rest on our laurels, and will strive to continue our work at the forefront of the global tourism, sport and marketing industries as we continue to take Scotland to the world and welcome even more visitors to our magnificent country.”

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