Felicity Long
Trying to keep up with Europe's response to the pandemic and its latest variant, omicron -- borders closing, protocols tightening -- is enough to give you whiplash. But while getting it right for their clients is probably keeping some retailers up at night, the challenge for tourism officials across the Continent is even tougher, as they pivot to both keep locals and visitors safe while not cutting off tourism revenue during this important holiday season.
An example of a country straddling caution with optimism is Scotland, whose head of market development, Helen Campbell, spelled out her strategy for us. One key element? Flexibility.
"As we have seen in recent days with the emergence of the new variant, we are still operating in a challenging public health environment," Campbell said, noting that omicron emerged so quickly that she's not yet able to report on whether there have been any cancellations in bookings or other immediate effects.
That said, "we remain committed to supporting tourism recovery in Scotland," and visitors are welcome and can take comfort in the fact that there are Covid-19 protocols in place to ensure the safety of the public, she said.
"It is important that all visitors to Scotland remain vigilant and continue to follow the latest Scottish government advice -- which includes following the guidelines for on-arrival testing for international visitors, regular handwashing, the wearing of face coverings in indoor settings and restrictions on numbers of attendees at events," Campbell said. "Businesses are also required to gather contact details of customers in order to ensure anyone who comes into contact with a Covid-19 positive case can be traced and made aware swiftly."
Sustainable, responsible tourism in Scotland
In 2022, VisitScotland will host a new travel trade platform designed to connect Scottish businesses with key buyers from around the globe, regardless of the challenges of Covid-19, she said.
"Discover Scotland 2022 will comprise of an online business-to-business event with five regional showcases. The new hybrid model, comprising a three-day virtual event in April and regional networking events and fam trips in May and September with a focus on Responsible Tourism, aims to navigate the risks associated with the uncertainties brought by the pandemic," Campbell said.
The event will focus on responsible tourism by showcasing new and existing sustainable tourism products directly to key international and U.K. buyers.
"As part of Tourism Declares, the national tourism organization made a public declaration to play a leading role in the development of Scotland as a globally recognized responsible destination. Since then, VisitScotland has been working with the Scottish tourism and events industry to create a long-lasting sustainable tourism destination which will protect the natural and cultural environment and benefit visitors and residents alike."
New attractions in Scotland
As to new attractions, the St. James Quarter in Edinburgh, which opened June 24, is a hub of shops, restaurants and hotels that has dramatically changed not only the area across from the city's Waverley train station, but also the city's skyline.
A highlight is the Bonnie & Wild Food Hall, Edinburgh's first food hall, which brings together Scottish food and drink producers.
Johnnie Walker Princes Street also opened this summer and brings to life the story of the brand and its makers. The venue is the centerpiece of a $245 million investment to transform Scotch visitor experiences at distilleries around Scotland.
Hotel news includes the Gleneagles Townhouse, set to open in the spring, complete with a rooftop bar and wellness studio; 100 Princes Street, with views of Edinburgh Castle; and the W Hotel, opening in Edinburgh in winter 2022.
Edinburgh is also one of the stops on the new Unesco trail, the first of its kind, designed to bring together all of Scotland's Unesco sites in one place in the form of a digital trail for visitors and suggested itineraries.
Finally, United Airlines is poised to resume its year-round daily nonstop service between Edinburgh and Newark in March and seasonal flights from Chicago O'Hare and Washington in May, Campbell said.