What are the most important trends that you’re seeing for international meetings in Scotland this year?
We’re seeing planners place greater emphasis on destinations that can do several things well at once: deliver strong content, offer a distinctive sense of place, and provide a smooth, efficient experience for delegates. Scotland is well-positioned for that, with a compelling mix of accessibility, specialist venues, and experiences that genuinely add value to a programme.
Which international markets are the most promising for incoming business?
North America remains a core priority for us, alongside key European markets, and we continue to build awareness in other international regions where Scotland’s offer is resonating strongly.
How can meeting planners maximise the effectiveness of their meetings in Scotland while staying on budget?
The best value usually comes from thinking about the destination as part of the solution. Scotland offers compact cities, good transport links, and a wide choice of venues and suppliers, which helps planners keep logistics efficient and costs under control. When meetings are designed well, the destination itself can do a lot of the heavy lifting, whether that’s through walkable locations, locally rooted experiences, or venues that reduce the need for additional spend elsewhere.
Our world class selection of DMCs and the knowledge within the VisitScotland Business Events (VSBE) team give planners access to a wide array of hidden gems and experiences. VSBE is there to assist in the creative development of programmes, to make the process of booking as easy as possible.
In addition, through our Transformation Protocol initiative, organisers can tap into a network of local partners across innovation, academic research, third sector groups, industry bodies, government agencies, and investment groups, to take their event to the next level, nurture collaboration and boost long term socio economic benefits.
Ballachulish
What is new in the VisitScotland offer for meeting planners?
We place a strong emphasis on practical tools, market access and in-destination opportunities.
We’re also continuing to invest in thought leadership and industry engagement. In addition, the newly launched asset library can be accessed directly by planners.
There is a focus on building a stronger presence in the Scandinavian markets, where there is strong interest in Scotland’s offering.
What is new on the venue scene and specialist tours?
Scotland’s strength is that there is always something new to discover, but the real value lies in the depth and variety of the overall offer.
There is a constant stream of refurbishments and new hotel openings, demonstrated by the ongoing extension to the Caledonian, The opening of Seaton House in St Andrews, as well as the upcoming opening of Kithmore Hotel in St Andrews. If you’re looking for something truly unique in Scotland, why not try The Lost Shore. Other openings and developments include Mar Hall and Cross Basket, along with The Hoxton in Edinburgh.
VSBE also offers access to local community groups such as Invisible Cities, a social enterprise that trains people who have experienced homelessness to become walking tour guides; Green Team – a charity that supports young people through outdoor conservation projects; and Cyrenians, a charity tackling homelessness and social isolation across Scotland. Partnering with these groups is a fantastic way to support the local community as well as adding value to the delegate experience.
What of the traditional big themes: Food & drink; golf; natural beauty. In the past you’ve had specialist thematic years for VisitScotland to market. What is the current strategy for highlighting Scotland’s USPs for meeting planners and delegates?
Those themes remain very important, because they are part of Scotland’s identity and continue to resonate strongly with international audiences. The difference now is that we are using them as part of a broader, more flexible story about what Scotland offers as a meetings destination. That means combining food and drink, golf and natural beauty with messages around innovation, sustainability, accessibility and the quality of the overall delegate experience.
Edinburgh Castle in Spring
What big events are coming to Scotland in 2026/27?
There is a strong pipeline for 2026 and beyond. We’re pleased to be welcoming key industry events and trade activity to the country, including The Meeting Space, a highly successful event held in Edinburgh in March 2026 and delivered by VSBE and its partners.
Scotland will host the Commonwealth Games this summer, and the Grand Depart for the Tour de France 2027 will take place from Edinburgh Castle.
What are the big challenges when marketing Scotland for the events industry and how are you doing with providing value?
Like every destination, we’re operating in a highly competitive and cost-sensitive market. The challenge is to make sure Scotland continues to stand out not just on price, but on the overall value it delivers – including ease of delivery, delegate engagement and the quality of the experience.
Scotland offers a strong mix of ambition and practicality, making it a smart choice for organisations focused on return on investment. Whether it’s attracting talent, retaining staff, or rewarding performance, Scotland competes well globally. It provides excellent value for money and an environment that motivates people and helps retain the right talent.
The Scottish Exhibition and Conference Centre
What is new in the sustainability mission?
The focus now is increasingly on practical action, helping planners and suppliers make better decisions, reduce impact, and communicate progress credibly. It’s about making sustainability easier to embed, rather than treating it as an add-on. An important priority for VisitScotland Business Events is ensuring business tourism is sustainable and delivers economic benefits throughout the year, not just during the summer.
With Neil Brownlee completing his year as PCMA president, VS has been raising its profile in the industry’s global associations. Has there been a dividend from that activity?
Absolutely. Being visible in the right global forums matters, because it helps reinforce Scotland’s credibility and keeps us connected to the issues shaping the industry internationally. It also gives us a stronger platform to talk about Scotland’s strengths in a way that resonates with planners, associations and decision-makers in our target markets.
Given your focus on America, how is that market responding to Scotland? What misconceptions or barriers do you still encounter?
A prime example of tailoring the offering is in North America’s passion for golf and ancestry, whereas the South American market’s preference is for vibrant nightlife, food and drink and shopping, as well as culture, built heritage and history.
These subtle differences can be seen across all markets, be it differing thoughts on the star ratings of hotels or the flexibility of programmes. One thing is for sure – Scotland delivers at the highest level to all markets and there is something for everyone.
Left: The Scottish Event Campus. Bottom left: PJ Live
- Business events represent 20% of all tourism expenditure in Scotland and business visitors spend almost twice that of leisure visitors.
- According to a recent Deloitte study, the tourism economy supports 270,000 jobs in Scotland in 20,000 businesses. The same study calculates that the tourism economy contributes £11bn annually and supports around 10% of employment in Scotland. Almost 16m tourists to the UK take overnight trips to Scotland.
- For information about business events in Scotland go to: https://businessevents.visitscotland.com
