Poland, Czech and Hungary
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Outbound travel markets In line with their growing economic stability and affluence, outbound travel from these countries has been growing (although they remain small in comparison with our traditional European markets). Poland is ranked 28th in the world in terms of spend on international travel, Czech Republic is ranked 45th and Hungary 47th. Holiday preferences The tradition in these countries has been to have a long summer holiday, taken either in their own country or a nearby beach destination. However travel behaviour is evolving quickly and people are taking different types of holidays and more short breaks. Touring holidays and city breaks are both growing in popularity People in these markets have a positive view of Scotland as a holiday destination, encompassing, beautiful scenery, castles, interesting history, and friendly people. However, detailed knowledge of what’s on offer is more limited and a major task is to increase awareness amongst both travellers and the travel trade. Marketing activities As well as our own marketing, VisitScotland works closely with VisitBritain to increase visitors from Eastern Europe. The travel trade plays an important role in these markets in recommending destination and planning and booking trips, so VisitScotland works to ensure that they include Scotland in their activities and offers. Activities include regular e-newsletters and the hosting of fam trips. Marketing activities targeting travellers themselves include print and online brochures. In recent years, there has been a significant increase in the number of direct flight links to Scotland and VisitScotland has worked in collaboration with the airlines to exploit the opportunities to increase visitors that these offer.
To find out about our marketing activities in these markets and how you can become involved, please visit our Marketing Opportunities section. Useful links: Profiles of these markets are also available from VisitBritain: Other websites providing information on consumers and travel are: |
