CMW checks in with VisitScotland’s Head of Business Events, Neil Brownlee, and hears about some fresh meetings momentum
How is the business events sector in Scotland and what is the current economic impact according to your latest statistics?
As in most countries, business events have rebounded strongly in Scotland. Our recent Scottish Association Survey confirms this, with the association meeting sector valued at nearly £350m in 2023/24, double the 2022/23 figure.
Airlines have boosted connectivity by opening new routes and adding flights, opening up more options for meetings and events in Scotland.
How is your policy-driven model evolving?
Scotland’s Policy-Driven Model aims to align the business events strategy with broader national goals, leveraging events to contribute positively to the nation’s social, economic, and environmental wellbeing. This ongoing initiative depends on close collaboration with Scottish partners, and it’s encouraging to see growing engagement with this approach.
A recent success for the model is next year’s Ocean Sciences Meeting due to be held at The Scottish Event Campus (SEC) in Glasgow. A key part of the decision to hold the event in Scotland was the desire to engage the international scientific community and draw on local support, while aligning with the Scottish Government’s Blue Economy Vision for marine sustainability and wider wellbeing.
You are undertaking a ground-breaking new study, the Business Events Monitor. What are your aims and expectations with that and how can event professionals take part?
The Business Events Monitor is a first-of-its-kind study that aims to assess the size and value of Scotland’s business events sector. Our goal is to help the Scottish business events industry advocate for increased support, raise awareness of the sector’s significance, and generate growth and investment in Scotland.
But we can only do this with contributions from industry. We encourage any business that generates revenue from meetings, incentives, conferences, and exhibitions to take part here:
👉 https://www.visitscotland.org/what-we-do/activity/business-events/monitor
Tell us about any fresh investments, new builds or initiatives in the meetings and events infrastructure in Scotland.
Recent highlights include:
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The £15m refurbishment of Mar Hall in Glasgow
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The opening of Seaton House, a five-star property beside the Old Course in St Andrews
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Edinburgh’s new Lost Shore Surf Resort, with on-site accommodation
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The Hoxton hotel group’s debut in Edinburgh
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In South Lanarkshire, the Crossbasket Castle Hotel, Spa & Restaurant has reopened following a £20m expansion
The ICCA rankings had Edinburgh at No.42 and Glasgow at No.57 in the city list, with 49 and 40 qualifying meetings respectively. Does that reflect the meetings momentum north of the border?
The ICCA rankings are a useful guide and demonstrate that our Scottish cities truly punch above their weight, especially in the number of meetings held. These rankings reflect the efforts of many stakeholders, often years in the making.
Our pipeline is also looking very strong, with a variety of enquiries coming in up to and beyond 2032, particularly following IMEX Frankfurt.
Lastly, how have your first six months in PCMA been?
It has been an incredible first six months. It is an honour to be the first non-North American chair to hold this position, and I view it as an opportunity to be part of a broader global drive to position business events as powerful catalysts for change.
