Scotland stands out as a popular incentive travel destination, offering a unique blend of history, culture, natural beauty, and exceptional hospitality.

Our Incentives Programme Manager, Angela Field, recently led a group of participants on an incentive travel trip to Scotland, where they enjoyed immersive whisky tastings, explored centuries-old architecture, and experienced the breathtaking majesty of the Highlands.

If you’re looking for an incentive trip that will motivate and delight participants, Scotland exceeds expectations and offers an unforgettable experience.

A Storied Welcome in Edinburgh

Edinburgh, Scotland’s capital, served as the focal point of this incentive trip, showcasing its rich distillery culture, dramatic landscapes, and cobblestone streets. “It’s a fantastic destination”, says Angela. “The time of year we went there was early summer. Really beautiful, very green, friendly people and incredible scenery.”

 The group stayed at the luxurious Virgin Hotel Edinburgh, located in the historic Old Town, which provided easy access to local attractions, many within walking distance.

The Virgin Hotel itself was a highlight, offering five-star service and unique decor. “For anyone seeking a unique experience, this hotel offers a delightful quirkiness that sets it apart,” remarked Angela. “The decor is distinct and filled with character, it truly feels special.

A Storied Welcome in Edinburgh

Experiencing Edinburgh: History and Culture Come Alive

Edinburgh is steeped in history, with majestic buildings, a renowned castle, and narrow alleys brimming with stories. “It’s an incredible city with so many activities and tours to explore,” Angela recalled. “We did a couple of walking tours, which really highlighted the fascinating history of Scotland—how fiercely independent they are and the centuries-long fight for freedom from England.” The city serves as a living museum, and the locals’ pride in their heritage adds depth to the experience. “They’ve beautifully maintained the old buildings and repurposed castles and historic structures for modern uses,” added Angela. “From the outside, they look like historic treasures, but inside, they are modern and contemporary.”

A standout activity was the guided Whiskey Makers Cellar Tour at Johnnie Walker, where guests embarked on an immersive journey into the heritage of Scotch whisky. This exclusive event, held in the underground cellar of the Johnnie Walker building, offered insights from a knowledgeable master distiller, focusing not just on tasting but on the craftsmanship and stories behind the brand. “Scotland’s got hundreds, if not thousands, of historic distilleries scattered all over the countryside,” Angela suggested. “We also went on various whiskey tastings and experiences.”

Experiencing Edinburgh_ History and Culture Come Alive

The Scottish Highlands: Nature at Its Best

No trip to Scotland is complete without a journey into the Highlands. The group enjoyed a day trip to experience the stunning landscapes of Loch Ness. From rolling hills and serene lochs (Scottish word for lakes) to quaint villages, the Highlands are an unforgettable destination. The drive was an adventure in itself, showcasing scenery that changed from deep green hills to mist-covered lakes. “The travellers weren’t expecting the beautiful scenery,” Angela recalled. “Even though it was a long day in the vehicle, the views were absolutely worth it!”

The journey through the Highlands, with stops at lesser-known castles and quiet villages, truly stole the show. Visits to Fort Augustus and Urquhart Castle offered a glimpse into the charm and beauty of the Scottish countryside, contrasting the bustling streets of Edinburgh with the tranquil majesty of the Highlands.

The Scottish Highlands_ Nature at Its Best

A Culinary Delight

Scotland’s culinary offerings are another standout feature for incentive travel. Throughout their stay, the group indulged in a variety of dining experiences, from fine dining to casual street food. The emphasis on fresh, local produce was evident, with many meals featuring thoughtfully curated pairings of food, wine, and whisky.

Evenings were often spent enjoying exquisite dinners at fine restaurants, while lunches allowed participants to sample Scotland’s diverse and high-quality cuisine. “We went to particularly good restaurants, and the dining was exemplary” remarked Angela. “Plus, our whiskey tastings were unforgettable!”

One evening, they enjoyed live music at the Virgin Hotel’s bar, adding to the charm of the trip and showcasing the warm hospitality of the Scottish people.

A Culinary Delight

Hospitality and Service Quality

According to Angela, the hospitality and service in Scotland was “exceptional”. The Virgin Hotel staff were professional, friendly, and attentive, ensuring that every need was met. This welcoming environment extended beyond the hotel; whether it was a walking tour guide or a master distiller. Everyone was also very knowledgeable and enthusiastic, sharing stories and folklore that brought each location to life.

Hospitality and Service Quality

Scotland’s Unique Selling Points for Incentive Travel

Scotland has several attributes that make it an exceptional destination for incentive travel. First, it offers a unique blend of culture, history, and modern luxury. Edinburgh’s walkable historic centre features a variety of activities – museums, castles, tours, and shopping –that cater to diverse interests.

Scotland's Unique Selling Points for Incentive Travel

Then there’s the breathtaking Scottish countryside. The Highlands are among Europe’s most beautiful places, and their proximity to Edinburgh makes them an accessible escape for day trips or longer excursions, whether visiting Loch Ness or exploring charming towns.

Finally, Scotland is synonymous with whisky, and if you’re a whiskey lover, then Scotland is “a must-add to your bucket list,” says Angela. Whisky lovers have countless opportunities to explore distilleries, learn about production, and sample some of the finest Scotch. This theme aligns perfectly with incentive travel, especially when the whisky experience offers exclusive, behind-the-scenes access.