VisitScotland’s head of business events Neil Brownlee tells CMW about the organisation’s latest focus and initiatives and how the meetings industry is moving ahead in the country:
Tell us about the demand for business events in Scotland?
In terms of the volume of enquiries, the demand for business is very strong. We have great interest at the trade shows we attend and several of our Scottish partners have reported that the properties based in Scotland are performing better than some of their international portfolio.
We are well and truly back to pre-pandemic levels of business, and there’s a sense that everything has settled down from the repositioning of all the displaced events from 2020 and 2021. However, we are hearing from our partners and industry colleagues in other countries that 2025 enquiries seem to be a little bit slower. We’re all going to have to concentrate on making sure we get our share of the market for that year.
How is VisitScotland Business Events positioning its marketing around the country’s meetings and events products? What’s in the pipeline for rollout in 2024 and beyond.
VisitScotland Business Events is at the forefront of promoting business events as more than just counting delegate numbers, bedrooms and breakfasts. Our Journey to Change campaign, which is coming into its third year, positions business events as catalysts for economic and social progress and continues to evolve. We leave the nuts and bolts, the logistics, and the operational prowess to the industry.
The current thinking in the sector is that having nice hotels and venues is a given, as is the fact that they’ve got to operate well or be logistically competent, so we have always operated in a different orbit, (with the blessing of our hotels, venues and convention bureaux). We focus on our academic and sectoral credentials and use business events as a way to position the country as a good global citizen.
We also have our Transformation Protocol, which is about joining the dots that many destinations struggle with, and considering how we make the most of a conference in terms of social and economic legacy. It’s a big focus for us.
What are the main challenges facing the meeting and events industry in Scotland?
Beyond the matter of recognition, the true potential of our sector, the business events industry that we work with in Scotland are, in my opinion, the best of their type and don’t need any help from us with operations. There are still issues such as staffing, high costs and retention that do impact the sector, and VisitScotland will work in partnership with the industry leadership group in Scotland and the Scottish Tourism Alliance to provide guidance.
I feel quite strongly that issues such as training apprenticeships and staffing need to be dealt with separately from destination marketing and policy alignment. They are two very separate entities, but we are always happy to point organisations to relevant resources.
Not a challenge but, clearly event organisers are now placing a greater focus on the wellbeing of delegates and sustainability than ever before. VisitScotland has a huge network and can connect organisers with companies specialising in those fields and recommend venues with robust sustainability credentials, which can also help leave a positive legacy in the event location.
Where are you seeing the biggest investments going?
There have been significant investments made across Scotland in recent years for both the tourism and business events industry.
Over this year and next, eight new hotels will be opened in Glasgow with a good a mix of larger chains including the second Virgin Hotels property in Scotland and individual boutique properties. A new development is being constructed on Argyll Street which will house JP Morgan and other finance companies and is set to grow the financial district in the city.
The famous Princes Street in Edinburgh is undergoing a huge redevelopment and will see the introduction of several new hotels and venues. In terms of teambuilding and incentives, Europe’s largest inland surfing resort will open close to Edinburgh Airport along with its own on-site luxury accommodation in September 2024.
Has the process of bidding for major events changed?
The short lead times in the sector have always been a challenge, but it is unclear if this is due to the pandemic or other factors.
In Scotland, bidding for association conferences is undertaken by our city convention bureaux in conjunction with their conference venues, city suppliers and local ambassadors. VisitScotland supports these bids with the provision of support letters from relevant organisations including Scottish government and by leveraging our Transformation Protocol network to be involved with sector specific events.
Glasgow Convention Bureau has created its own Positive Impact and Legacy Team, to provide additional support to organisers wishing to create a tangible and measurable impact to the wider public when hosting meetings in the city. It would be great to see more cities and destinations establishing their own teams and supporting their local communities.
How valuable are your international industry association relationships?
Engaging with industry associations like PCMA and groups such as the Strategic Alliance of the National Convention Bureaux of Europe is crucial because the events industry is often overlooked, and business events is an overlooked bit within that! It is important to connect and discuss things with others facing similar challenges. Business events are not always recognised for their true potential. These associations provide education and act as support systems for professionals in the industry.
I am also incredibly proud to have been recently appointed chair-elect of PCMA in 2024, making me the first non-North American ever to be chair elect and the first national destination ever to be chair (in 2025) in PCMA’s 60-year history. Next year, I will be supporting chair Leonard Hoops, president and CEO of Visit Indy, who is the first destination representative to hold this role. By holding a senior leadership role with PCMA there is an opportunity to be part of the bigger drive to establish business events as catalysts for social and economic change and gain wider understanding of the industry from society.
Tell us about any new relevant major sustainability initiatives.
Over the years, VisitScotland Business Events has implemented several environmentally friendly measures, such as banning printed collateral and promotional gifts at trade shows for us and our partners, only using green accredited venues for our familiarisation trips, utilising local and in-season produce at our events and requiring sustainable practices at all events sponsored by our organisation.
We also have a number of aspirations to help Scotland’s business events sector meet net zero targets, including helping to establish a fund to help legacy venues achieve net zero targets by installing renewable energy sources, creating public green spaces, and installing electric vehicle charging points.
VisitScotland has invested almost £4m (US$5.04m) to The Destination Net Zero programme, which is delivered on behalf of the Scottish Tourism Emergency Response Group (STERG), a key strand of the government’s £25m Tourism Recovery Programme. Further information on the programme and resources can be found on the VisitScotland website.
We recognise that there also needs to be further advocacy on key areas that are crucial to net zero targets, including the introduction of electric bus fleets and city-wide public transport passes for delegates (currently only offered in Glasgow and self-funded) and subsidies for direct air routes from the cleanest airlines. We hope that they will be turned into action in the coming years.
