TORONTO — Engaging with agents and inspiring them to sell Scotland to their clients was the strategic motivation for the Visit Scotland and Air Canada teams to gather a group of 30 select agents for seminars at Toronto’s Westin Harbour Castle Hotel, as Scotland launched its global ‘Spirit of Scotland’ campaign.

Steve Goodfellow, Air Canada Director of Sales, Eastern Canada said, “Workshops with small groups create outstanding partnerships, and foster relationships between the agents, the destination and airline.”

Hayley Forson, Visit Scotland’s Assistant Market Manager, Canada, and golf specialist, concurs. Forson urges Canadian travel agents to gain the potential advantages of becoming ‘ScotsAgents’ by registering online at the website visitscotlandtraveltrade.com.

The site offers two important benefits: online education and strategies help agents sell the pleasures of the destination. Agents who join the ScotsAgents program are eligible for future events and fam trips.

“Canadians are intrigued by Scotland, its landscapes, scenery, history, heritage. Appropriate for the 2017 campaign, which focuses on year-round events to celebrate Scotland’s Year of History, Heritage and Archeology,” said Forson.

The website features online video vignettes of locals and their lives. Among the favourites: the Lone Piper who climbs the height of the mountain to play his pipes; and the Train Driver of the Jacobites who crosses the Glenfinnan Viaduct on the ‘Harry Potter’ train. The campaign encourages visitors to post their experiences and images on social media with tweet #scotspirit.

Among outstanding 2017 events: in Edinburgh, the iconic Tattoo, held annually in August, celebrates The Splash of the Tartan, and anticipates a global gathering of the clans. The highly anticipated exhibit at the National Museum in Edinburgh featuring Bonnie Prince Charlie has inspired tour operators to organize tours that follow his escapades and battles.

Goodfellow noted that Air Canada has increased direct access to Scotland on Air Canada Rouge by adding seasonal flights three times weekly from Toronto to Glasgow to the existing route from Toronto to Edinburgh. The 2017 seasonal flights – from June 11 to Sept. 24 – add to AC year-round flights to Heathrow.

The introduction to Scottish culture grew lively when bagpiper Rory Sinclair addressed the haggis, and agents learned the art of savouring 18-year-old Glenlivit whiskey. One lucky agent won a package trip for two on Air Canada Rouge to Edinburgh and the Scottish Borders.